Murus

Industry: Architectural
Tools: Figma, Photoshop, Illustrator

Collaborators, Carvel Creative, approached me with an innovative metal fabrication capability, seeking to transform their side-hustle technical expertise into a distinctive brand. Initially they named their product "Smoke Screens" which according to a quick positioning analysis, missed the mark. From this collaboration, Murus was born—a custom architectural panel system offering precision-cut and specialty-coated metal surfaces.

The challenge

The market for architectural panels is saturated with utilitarian options that prioritize function over form. Carvel Creative set out to disrupt this space by creating a metal panel that not only met the structural and material demands of architects and builders, but also delivered a distinct visual identity and allowed home-owners to craft their own designs. The real challenge was to design an identity that could scale with manufacturing, spoke to durability across climates, and served as both a functional and expressive element in built environments—all while reflecting Carvel's creative DNA.

The outcome

The project delivered a full-spectrum brand system—including naming, visual identity, motion graphics, and a dynamic e-commerce platform with panel configurator. To bring the product to life, I collaborated with Olaf Blomerus (BLMRS) to produce an atmospheric art film that showcased the panels within surreal, Alberta-inspired landscapes and materials, positioning the brand as both functional and poetic.

Notes

The website featured a clean, intuitive customization tool that allowed architects and designers to specify panel dimensions and patterns in real time—streamlining the journey from concept to fabrication and reinforcing Murus as a modern solution for expressive architectural surfaces.

Credits

Creative / Producer: Bram Timmer · Production: Andrew Aden · Motion: Olaf Blomerus