PLINTH: Translating raw stone into a structural language

( Branding, Identity, Art Direction, Web Design, Visual Design )

PLINTH is a Zurich-based architectural materials brand offering a curated catalogue of stone and surface typologies for architects, interior designers, and makers. SHIO constructed a complete visual ecosystem to position stone not as product, but as both language and foundation: a silent stage on which architecture speaks.

Rooted in Swiss modernist clarity, the identity merges rational structure with tactile expression. This strikes a balance between editorial precision and material presence. SHIO led the strategic positioning, brand identity, printed matter, and digital direction for the launch. The system is built on architectural grids, restrained typography, and a palette of stone neutrals punctuated by blueprint blue.

Numbering systems, index structures, and subtle editorial gestures give the brand the quiet authority of an archival reference. Art direction focuses on tactility and scale. Raw stone surfaces. Hands. Object installations photographed with quiet drama. This establishes a visual language that feels both grounded and timeless.

Signage and spatial applications extend the identity into real architectural contexts. Printed catalogues and material indexes give the system a physical, archival presence: bridging brand and object. The digital experience continues this narrative. Web layouts borrow the rhythm of print through modular grids, typographic navigation, and tactile imagery.

The interface functions like an architectural journal rather than a traditional digital platform. The result is a calm, precise, and atmospheric experience that allows the materials to speak for themselves. PLINTH is not decorative. It is structural, editorial, and enduring: a brand built to hold weight across print, space, and screen.