COMMON MATERIALS FRAMEWORK — TAYLOR FRIEHL CREATIVE

TAYLOR FRIEHL CREATIVE

Brand Identity + Asset Development for an Industry-Aligned Sustainability Framework

The Common Materials Framework (CMF), developed by mindful MATERIALS, provides a unified language for evaluating the sustainability of building products. Designed for manufacturers, architects, designers, and data platforms, the CMF bridges disparate rating systems and tools to enable aligned, actionable material decisions. The brand identity had to reflect this complexity and credibility, all while staying accessible, functional, and scalable across countless tools, toolkits, and platforms.

Client: mindful MATERIALS
Consulting Firm: Parallel

2025

Logo Design
A custom wordmark uses bold and outlined letterforms to highlight contrast, with a cursor-like bar that nods to copywriting and storytelling.

Color Palette
Uses collage-inspired tones to convey creative grit and editorial edge, with a bold black-and-white wordmark that cuts through layered, textured backgrounds.

Typography
A clean, modern sans serif was chosen for its clarity and versatility—bringing structure, simplicity, and a confident, contemporary feel to the brand.

Visual Language
Simple, flexible design elements were developed for use across platforms—supporting a wide range of digital content without overwhelming it.

The resulting identity system gives StoryArb a clean, confident foundation to grow from—providing a visual framework that elevates both the platform and its clients’ presence.