/wd/ - Web Design

i was just looking at this new identity for alleima and i love how they didn't just go for a generic corporate look. the way they used that molten orange against dark steel blue feels really grounded, especially since it's meant to work on things like plywood shipping crates and even hard hats. seeing the details about those technical binders with the martensitic stainless chromium steel specs made me think about how much effort goes into making sure a brand actually survives a warehouse environment. it's rare to see someone design for such heavy industry without it feeling messy or overly aggressive. i wonder if that customized neurial typeface holds up as well in a high-glare outdoor setting as it does on the screen though. do you think that much orange is too distracting for safety gear?

article: https://abduzeedo.com/alleima-inside-kurppa-hosks-visual-identity/