Open Range is a versatile umbrella company specializing in interior, landscape, and furniture design, while also growing to encompass other related verticals. Offering high-end, design-focused solutions, it tailors projects to individual preferences for both residential and commercial spaces in order to showcase each client's unique artistic vision.

This direction uses a modern, abstract symbol that pairs a circle with a half-circle and connects with the concept of ‘Artistry Unbound’ and ‘Beyond Ordinary'. The symbol and visual system nod to an expansive creative space where new ideas are generated, pairing with the concept of ‘Open Range’. Partly inspired by the idea that innovation is an incremental expansion on existing ideas. American designer, Virgil Abloh calls it the 3% rule: “The 3% ideology... recalls an eye-to-emotion connection in the brain and adds an alternate voice. 3% expands our world view, without pushing our zones of comfort to the brink.

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Project / BRAND IDENTITY
Client / OPEN RANGE
Studio / AFTON KLEIN GROUP
Creative Director / MIKE DAINES
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