I MILLE transform the Maire Group’s brand with mesmerising textures inspired by the aurora borealis

Maire is a multinational company operating in the field of engineering and chemical plant construction. With changing regulations, market transformations and shifting public perceptions of the climate emergency, they found that it was time for evolution; focusing on the technological dimension of the business in order to best serve the global transition to greener energy. Alongside this, global independent creative consultancy I MILLE worked with the Maire Group to craft a complete rebrand for the business and its series of websites; delivering a new brand architecture and narrative with a bold and impactful personality. The studio focused on delivering a typographic visual direction, using the chosen typefaces as a way to express character. “For the logotype font we wanted an extended heavy typeface, to match the boldness of the symbol,” Design Director Andrea Corradi explains. “Pangram’s Agrandir Grand Heavy was our choice because of its personality – certainly far from neutral –  and its imperfect shapes that celebrate humans, not machines.” They took a similar approach when deciding on the brand’s leading typeface: PolySans, a fresh, mid-century-inspired sans serif designed by Milos Mitrovic and published through Gradient. “We wanted to ensure a solid, fresh and flexible backbone to the whole brand,” Corradi says, “but at the same time the subtle soft-edge ink trap and the unexpected italic shapes bring the eclecticism we wanted to give to the whole typographic system.”