Terraform needed a name and identity that matched their revolutionary approach to construction—one that could carry their vision for software-orchestrated building into the future.
I dove into what makes this company special: their vision isn't just about robots—it's about making beautiful, affordable homes a reality by making construction fully programmable. Their software orchestrates electric, autonomous teammates that work around the clock, turning building sites into quieter, cleaner spaces.
Finding this identity was a deliberate journey. We explored Amsterdam's architectural legacy and the De Stijl movement, looking for something that captured both their technical breakthrough and their mission to bring beauty back to our built environment.
For the visual language, I chose BALBOA as the primary font to give them presence and gravitas. No startup vibes here—this typography nods to those industrial giants of the early 1900s, companies that weren't just businesses but institutions. As a counterpoint, EDITORIAL NEW stepped in for body text—its timeless quality anchors the brand in heritage while feeling completely at home in today's architectural conversations. The two fonts dance together, one with industrial strength, the other with quiet sophistication.
For the color palette, I leaned into unmistakably Dutch roots—a bold trio of deep navy, vibrant orange-red, and cream that pays homage to De Stijl movement. You might catch echoes of Rotterdam's Café De Unie in there. The colors work alongside BALBOA's industrial strength, creating tension and balance that feels both heritage-rich and forward-looking. This isn't another tech company with safe blues and grays—this is a palette with history, confidence, and a touch of architectural rebellion.
Monumental's $25 million investment from Plural, Hummingbird, Northzone, Foundamental, and NP-Hard fuels their vision where code—not just concrete—shapes buildings. Already, their smart robots are at work on actual Dutch construction sites, with algorithms guiding the process alongside human expertise. They're focused on real-world implementation, moving their innovations from laptops to job sites, creating more affordable, sustainable housing one programmed brick at a time.
