Calder Planning

Planning consultancyNewcastle, United Kingdom

Planning consultants in Newcastle who get homeowners and developers through the planning system with fewer surprises.

Calder Planning: report cover
01

Brand identity

Planning consultants in Newcastle who get homeowners and developers through the planning system with fewer surprises.

Personality

MeasuredExpertNorthern

Audience

Homeowners, architects and small developers across the North East.

Direction

Slate, river teal and sandstone. A news serif with a civic sans, contour lines from the Tyne valley.

Logo system

Calder Planning
Primary logo
Calder Planning
Secondary logo
Icon
Calder Planning
Reversed
Calder Planning
On accent

Colour palette

Tap a colour to copy its HEX code.

Typography

Aa
NewsreaderHeadings · weight 500

ABCDEFGHIJKLM
abcdefghijklm 0123456789

Aa
Public SansBody · weight 400

Rear extension, loft conversion, garden room: some need planning permission and some don't. Here's the quick way to tell, and when it's worth asking us first.

  1. Planning permission or permitted development?
  2. A quick guide for homeowners in the North East.
  3. Calder Planning · Newcastle

Visual identity

Contour lines, site-plan grids, numbered steps.

Photography

Calder Planning photography direction

Architecture and streets of the North East, site plans on tables, daylight.

Tone of voice

Expert but approachable. Answers the question people are too embarrassed to ask.

  • Planning permission or permitted development?
  • What a planning officer actually looks for.

Usage

Calder Planningxx

Keep the mark square. Signal orange for one detail per layout at most.

Social rules. Sandstone background with contour lines, serif question as headline, small photo panel.

02

Social media

Calder Planning Instagram post: Planning permission or permitted development?
Educational · Instagram feed post

Rear extension, loft conversion, garden room: some need planning permission and some don't. Here's the quick way to tell, and when it's worth asking us first.

Sandstone background with contour lines, serif question as headline, small photo panel.

03

The conversation

WhatsApp conversation between Mark Hollis of Calder Planning and Arfaan at Asteroid

What working together sounds like from the owner's side: Mark Hollis, director at Calder Planning, messaging Arfaan on the Asteroid team.

04

Project overview

The challenge
Deep expertise hidden behind a dry, text-heavy website that intimidated homeowners.
Brand direction
Civic and calm: a news serif, contour lines, North East stone colors.
Creative approach
A river-contour mark, a clear wordmark, and educational posts that answer one question at a time.
Design decisions
Signal orange appears once per layout to point at the answer.
Services shown
  • Brand identity
  • Report design
  • Social media design
  • Monthly reporting