Wordmark
The wordmark stays black or white, with its proportions intact and clear space around it.
Client
JEWEL Railsystems & Lightcontrol
Sector
Window coverings · project market
Year
2025 – 2026
Role
Creative designer, visual lead
Type
Poppins
Scope
Brand refresh, website, AI design system
Context
JEWEL had deep technical expertise but an identity that no longer matched it. It sells nothing off the shelf, solving the window-covering questions others walk away from, always through the project furnisher rather than the end client. The old branding was dated and no longer reached the audience it needed.
The challenge
The buyers are project furnishers fitting out hospitals, care homes and offices, people who want the window-covering problem taken off their plate so they can focus on the whole design. The brand had to read as a specialist that knows: technical where it counts, human everywhere else, without ever sounding distant.
The insight
We moved JEWEL toward a calm, premium and architectural 2026 system, monochrome and photography-led, so it carries the same authority JEWEL has in the room. It runs on one line, wij lossen het op, always in Poppins and always tied to what it delivers. Less selling, more proof.
The system
One system, from wordmark to website.
A monochrome identity built around a single type family, architectural photography and functional elements.
Colour
Black
#000000
Dark grey
#6B6B6B
Signature grey
#DADADA
Light grey
#F1F1F1
White
#FFFFFF
No accent colour or gradients in the identity. Colour comes from photography.
Typography
Poppins. One family, with a role for each weight.
- Light 300
- Body copy
- Regular 400
- Navigation and captions
- Medium 500
- Headings, buttons, labels and tagline
- Bold 700
- Inline emphasis only
Voice
Wij lossen het op.
Calm, clear and concrete. Technical where necessary, understandable wherever possible. JEWEL is always written in uppercase.
Photography
The image direction calls for real products and applications, natural daylight and warm tones, with no stock photography.
Elements
Actions
Bekijk het assortimentNeem contact opBekijk alle producten
Railsystemen→
Op maat gemaakt.
Bekijk het assortiment Navigation · actions · labels · cards · links
20px cards, 100px pills, fine dividers and a recurring arrow. Each element has a function.
Applications
Social & signage
Reflection
It makes JEWEL look like a company that knows exactly what it stands for. That clarity is precisely what the brand was missing, and now it carries across every window covering they sell.
Next project
Qwinn Business Partners