Evolving from boutique fitouts to larger scale construction projects while retaining the principles of craftsmanship.
At the helm of Valtari you’ll find two highly capable and creative individuals; Luke Pruyn and Mitch Hill, who’ve honed the delivery of bespoke construction projects to become local market leaders. Their first company, Assemble, has built a stellar reputation and track record, however, the appetite and demand for them to build bigger ventures drove a physical and philosophical evolution of their offering.
Their new venture, Valtari, is about scale and a shift in mindset for the construction industry in terms of approach and delivery. Mitch’s creativity as a qualified architect combined with his on-the-tools practicality, combined with Luke’s ability to process complexity at scale and interpret a creative vision into a functional plan, gives the pair a unique ability to lead in the space.
The Valtari brand is confident and considered; more mature and sophisticated offering than its sibling.
The challenge: Scale with attention to detail
As anyone in construction will tell you, when you scale up, so too does the risk. So when Mitch and Luke were encouraged by an established industry player to take the leap, they considered the timing and ultimately grabbed the opportunity.
Built spaces impact all of our lives and are an important reflection of culture. Valtari never loses sight of the bigger picture, even when they’re in the trenches discussing material pricing or deadlines — it’s fundamental to their success and differentiation in the industry. We felt that we needed to make this attribute intrinsic to their new identity.
Highlighting a philosophy through branding
Through strategy workshops and robust discovery discussions, we unpacked the values and the philosophies that underpin their work and why they are pursuing this career and business journey.
Mitch and Luke made it clear that they wholeheartedly believe that the culture of the construction fundamentally needs to change. The industry had become price-obsessed rather than outcomes-driven for the client — and ultimately the end user. A race to the bottom can often lead to cut corners and soulless spaces.
Rather than disrupting and picking fights with other players, the team wanted the brand to announce the start of the changing of the guard. Valtari is an Icelandic word representing the slow but inevitable change that the company hopes to drive in the industry. The feel of this ever-driving change can best be felt in the Sigur Rós album of the same name.
Textural pieces take inspiration from the purposefully chosen materials at play in their builds, down even to a microscopic level, adding another graphical element.
Our approach: Showing the changes ahead, large and small
Sitting alongside Assemble (which uses a descriptive name), we decided that Valtari required a metaphoric approach to introduce meaning and provide a conversation starter for those who are inquisitive enough to ask ‘what does Valtari mean and why is it relevant?’
Using a Nordic word also allowed us to tap into Scandinavian aesthetics and explore their world famous design culture. We tapped into the Arctic Circle’s natural environment for inspiration in the form of glaciers to represent the ‘gradual, yet inevitable’ concept of change — represented visually through exponential linework that was used in the ‘V’ logo icon, grids and visual layouts.
Photography was less about showing the glamour of the finished product than the details of the build and the craftspeople hard at work. Essentially, pulling back the curtains on the building process in order to celebrate it, not hide it. It’s an approach vastly different from the way most commercial construction players highlight only the initial vision and finished product.