Deconstructed Workshops
Branding design + Visual assets
Deconstructed Workshops is the passion-driven brainchild of Julie Flattery, a talented copywriter and marketing expert, and myself (a graphic designer). Our company emerged from a desire to address the pressing need for enhanced education in proposal writing and design within the architecture, engineering, and construction (A/E/C) industries. Having accumulated extensive experience in this field, both Julie and I have encountered numerous proposal-related challenges, witnessing the good, the bad, and the downright disastrous. Our mission is to guide individuals away from the struggle bus route and onto the journey of success through workshops and bite-sized skills sharing sessions.
de•con•struct
To reduce (something) to its constituent parts in order to reinterpret it.
The Deconstructed logo draws inspiration from the golden ratio which offers visually appealing proportions in design. The connection between the golden ratio and our Deconstructed logo lies in their shared philosophy of breaking down elements into equal, foundational parts. Just as the golden ratio deconstructs visual elements, we have deconstructed the letterform of our logo, transforming it into distinct building blocks. These blocks come together harmoniously, forming a foundation for the cohesive whole – that also represents our approach to the workshops.
Color Palette
Like the logo, our brand color palette takes inspiration from the golden ratio to establish our primary and secondary colors. The primary brand colors are the ones that boldly touch the edge, while the secondary colors find their place right in the middle of the golden rule. This approach guarantees a harmonious and well-balanced color scheme that perfectly embodies the principles of the golden ratio within our brand identity.
Looking once again to the principles of foundation, we have crafted visual assets that evoke that spirit. We accomplish this by incorporating textured chalk lines to pair with text and a patterned background featuring wireframe page layouts.
