Last year, Sasaki, a firm with over 60 years of history, invested heavily in a rebrand and redefinition of purpose at a scale we have never attempted before. This was a strategic self-reckoning that required the close collaboration of 30 principals; a working group of 13 practice and marketing leaders; input from our board of advisors and clients; and focus groups with our 270-person staff. We partnered with Bruce Mau Design (BMD), a recognized leader in branding with roots in the architecture industry.
Together, we re-articulated Sasaki’s positioning based on opportunities in the competitive landscape and our own unique offering. In our next sixty years, Sasaki will be the firm that proves human potential. We are a collective of diverse individuals practicing in myriad disciplines and it is that mix that will allow us to capture our aspirations to define the future of place. We do this by keeping everything connected, pursuing the unknown, and proving what’s possible.
These ideas are captured not only in the way we speak about ourselves, but also in the brand’s visual expression: the colorful shapes of the logo signal our diversity and nimble ability to come together to create something bigger than ourselves. And the fonts, colors, and shapes communicate our spirited optimism in our approaches to creating resilient, beautiful, human-oriented spaces and places. We are not the same practice that we were even just ten years ago and we needed to better convey who we are fast-becoming. Our new brand does just that.
Revitalizing a 60+ Year Old Brand: Sasaki’s Rebrand
Category
Corporate Identity > Corporate Identity-Re-branding
Description
Sasaki
Watertown, MA
Winner Status
- Merit Award