Step into
a realm of calm
07
Laurel
Residential project
Vlassak-Verhulst came to us for their residential project, Laurel. The brief: create an identity that makes the project’s understated luxury and architectural quality tangible.
Vlassak-Verhulst develops high-end residential projects which harmonise architecture and environment. Their approach is thoughtful, with a pronounced sensitivity to context, materiality, and detail. It is precisely this sensibility that makes them a natural match for Bureau Blanc. Laurel was looking for a brand identity that would be as discreet as it is powerful. No excess, but a clear signature that inspires trust and reinforces the character of the development, from its naming to its visual identity.
We began with the location itself: the banks of Le Grand Étang lake, the surrounding nature, and the interplay of light and seasons. This became the foundation for a sober yet warm branding, guided by calm, refinement, and breathing space.
The first step was to find a name. The surroundings were the starting point here, too. Inspired by nature, water, and the gentle patterns of flowers, plants, and trees, the name emerged as a natural extension of the location.
Subtle marbling patterns alluding to water, nature, and movement.
The design took shape from there, inspired by nature in equal measure. Instead of a traditional brochure, we opted for a coffee table book that makes the project tangible. The book is housed in a protective slipcase containing the brochure and the post-intervention file.
The choice of paper plays a leading role. The paper has subtle marbling patterns which allude to water, nature, and movement. They catch the light in different ways, turning each page into a sensory experience. Sketches, handwritten elements, and details from the design process were also woven into the story.
In addition to our on-site shoot with architect Marc Corbiau, we also documented the process itself. We used samples, plans, and mood boards shared with us to create atmospheric imagery that deepens the Laurel narrative and allows the design journey to be appreciated. We started with limited input – only floor plans and an initial sketch. From there, we helped shape the entire Laurel story, from render direction and naming to storytelling, branding, photography, and a short film created in collaboration with Redhead.TV.
To create an authentic balance with the digital renders (especially as there no real imagery yet), we also worked with our own sketches and handcrafted visual elements. These not only made the story more genuine but also strengthened its commercial appeal.
On the banks of Le Grand Étang, surrounded by natural beauty, lies an oasis of calm and luxury: Laurel.
We approached the copywriting in a similar way. It is poetic where it can be and informative where it needs to be. The texts spark the imagination. They slow things down, create space, and reinforce Laurel’s character – a place where architecture, nature, and tranquillity meet.
