When I joined the firm in November 2014, they were in the process of refreshing their logo to coincide with a new acquisition and office move. There was a design committee of 12 architects (all thought they knew more about branding than Marketing!), representing three offices and they could not reach concensus. The design efforts were being shared by NAC's graphic designer (the Chairman's son!) and the newly-acquired firm's graphic artist--and they did not play well together. Recipe. For. Disaster.
I carefully navigated the internal politics and streamlined the committee down to four: Chairman, CEO, NAC's graphic designer, and me. We established a unifying vision to create a modern interpretation of the logo to illustrate we're always evolving to better serve our clients.
We narrowed the logo options to three and looked at how they would be applied holistically--everything from business papers to hard hats. The final recommendation was presented to the original design committee to get feedback and gain buy-in.
The brand roll out started with a teaser email to staff and posts on social media (SoMe). At a logo reveal party, we presented a 'Who We Are Today' video and secret envelope to all staff and discussed the new brand platform.
We officially launched the new identity on Monday, June 29 with SoMe posts and new responsive website (a first!). Staff arrived at work to find a logo'd backpack on their desk filled with NAC gear, new business cards, corporate style guide, and personalized note from Marketing.
NAC Architecture Rebrand
Category
Corporate Identity > Corporate Identity-Re-branding
Description
NAC Architecture
Seattle / Spokane / Los Angeles
Winner Status
- Merit Award