FRAMES & HINGES
ABOUT THE BRAND
F&H is a brand that manufactures doors and windows with an eclectic style. Their focus is on providing accurate and pristine finished products to meet the rising demand of well finished windows and doors in the Nigerian market. The door and window industry in the country relies heavily on imported products.
F&H aims to bring life into the modern contemporary architecture with their love for creative and cultural expression.
WHO THEY SERVE
Their primary customer is the interior design industry. The businesses that acknowledge the lack of variety in home grown products and the impact of importation on the environment. These businesses value authenticity and attention to detail.
Their secondary customer is the modern-day woman that loves having unique pieces in her home, a style that is far removed from the industrial, sterile and contemporary architecture of the 21st century.
CREATIVE DIRECTION
After a thorough understanding of the state of the interior design industry, and the market scape, I was able to come up with two directions; Afro-futurism and Hausa Renaissance, where Afro-futurism took the lead.
This showed up and translated into the logo design, choice of colours and type face.
LOGO CONCEPT
The logo mark concept was an open-door frame that clearly communicates what this brand does, that is designing portals, and for the word mark I went with a rustic kind of cursive type face to show that Frames & Hinges is willingly different.
COLOUR PALETTE
The colour tones are in the greys with a shade of orange as an accent colour that ties everything together while also communicating its uniqueness and Alte-ness as a brand.
TYPEFACE
Unbounded and Geist: Unbounded expressing its bold stand and Geist the mediator
THE DIFFERENTIATOR
Frames and hinges took the bold stand to deliver maximum quality with cultural expression at its centre, despite the majority of the market being driven by imported products it still believes that people would always want a reminder of home and to never loose their individuality – especially now with brands looking like each other due to the use of AI. Frame & hinges demanded to stand out, they were clear on their visual direction and I tried my best to deliver.
The way we perceive things and experience the same things differently based on our own individuality has always fascinated me, whether through environment, physically or virtually. I believe we can shape that through branding and architecture.
FATIMA BASHIR 2026