Claybrook is a wall and floor tiles company for both homeowners and contract suppliers. CHD was approached to design the branding, bearing in mind their +30 years demographic. Known as both the singular ‘Claybrook’ and ‘Claybrook Studio’ we took the obvious — tiles — as a starting point. Considering that the tile is a singular entity, yet also sits with others of its kind, it‘s quite literally ’the sum of its parts’. We applied this rationale to the type design and logo mark, creating a stenciled branding suite with vertical divisions reminiscent of a tiled surface.