ESR CONSTRUCTIONS

Identity, Strategy,
Collaterals, Curation+ Copy

ESR Constructions is an Indian construction company, based out of Mettur and Coimbatore, andfounded by brothers Ashwin and Randeep Rajasakar. A legacy brand, it operates parallel to ESR and Co, one of the region’s foremost infrastructure organizations.When working with ESR,  the need was to redefine the ideal of what a new construction company could be.

ESR was designed to be presented as a maverick- one that stood out in the industry as cutting edge, modern and at the same time highly skilled.

One of the brand’s biggest challenges was to present a unified front against the visual clutter present in the industry-- real estate is not necesarrily seen as an essential--it’s perceived value had to be greater, to appeal to a new kind of audience.

The ESR logotype was constructed utilising the wide, sturdy and clean cut geometry of independent homes often found in the south of India-referencing the familiar in a completely new and very simplified, abstract way. Drawing from the way individual’s names in the Indian context are pluralistic: One might have an “official” name, used for work and school, as well as a name they are known by in the more intimate familial context, as well as nicknames, the brand’s name too, was designed to become variable.

 Utilising a style of “clay” 3D imagery rendered in a flat single color with realistic shadows 

was a way of allowing for “in-progress” sites to be showcased to streamline the overall perception of the brand. With distinct visuals supported by a simple typographic language, utilising Space Grotesk (with alternate characters), the brand presents a minimalistic visual front that diffrentiates it from it’s competitors, allowing it to essentially be perceived as the “default option” that the founders spoke of in initial meetings.

Additional 3d Modelling by Chickoo Designs,
Stock Imagery from Abhishek Kirloskar and
Naveen Ahmed from Unsplash, Diwali Box Mockup from Anthony Boyd.