New brand identity for an established, award-winning NYC-based architectural practice now under a new generation of leadership. Concept development and implementation (ongoing), including website, social media, and marketing collateral.
In recent years, Andrea Steele Architecture has undergone a significant transition in leadership and identity. The lead principal of the flagship New York City office established an independent practice, separate from the international practice. New, high-profile projects have helped redefine and refine ASA’s focus and unique approach. The brand identity needed to follow suit.
We are currently partnering with ASA in its efforts to reintroduce itself to the public. This work includes developing a brand strategy with language and evolving the ASA logo into a visual identity system.
The complex process of reimagining how to represent the firm with visuals and language involves content creation for multiple communication platforms (website, social media, marketing collateral) and flexible tools and processes for the effective, consistent implementation of the new brand identity over time.
We guided our client through progressive, discovery workshopping—an iterative process involving extensive research, proven interviewing techniques, and concept development in stages.
Concept development involved vetting word and image choices using an iterative approach. Together, in close collaboration with ASA leadership, we engaged in a rapid prototyping session.
Quick mock-ups of collateral
Validation of mock-ups by potential users
Prompt feedback early and often
When developing concept options, we followed a content-first approach, prioritizing client-focused messaging.
From the start, our goal was and continues to be about driving the conversation toward the advantages of working with ASA.
Our approach was methodical and built in complexity.
Map content for communication before designing interactions.
Examine this content before abstracting, synthesizing, or even simplifying.
Edit with one, clear objective: to meet a communication need.
Our objective was to achieve a unique, yet relatable, voice for ASA. Therefore, we centered our efforts on real-life practices and accomplishments, thus, ensuring a more authentic representation of ASA.
For example, we created straightforward content about ASA’s robust client engagement process. Similarly, we considered how recent project work could be used to align ASA capabilities with ideal client priorities.
Rapid prototyping improved the final design and reduced the number of changes during development.
Our efforts culminated in a three-phase identity presentation: 3 concepts, 2 variations, 1 solution. At each phase, themes identified during discovery served as guideposts for the further refinement of the language and visuals.
Our work with ASA is ongoing.
