How does a venerable architecture firm drive new business with values-centric brand language and thoughtful web design?

Established in 1984 by Larry K. Berlin, Berlin Architects is one of the Rocky Mountain Region’s premier boutique architectural design firms. Crediting its creative inspiration to the perennial beauty of the Jackson Hole landscape, Berlin seeks to bring the distinct reverence of place into the designs of its buildings. Handling a range of residential and commercial projects, the firm works closely with its clients to create pieces of architecture tailored to their individual needs and tastes. This has earned Berlin a reputation for providing a level of stylistic diversity normally reserved for larger firms.

After 34 years of industry-leading architectural work, Berlin approached New Thought with the goal of elevating its brand awareness and reaching new clients in an increasingly competitive marketplace. In response, New Thought designed a campaign centered around the development of values- centric branded language. The project included the production of a new website, the design and development of updated brand collateral, strategic advertising, and the visual evolution of the firm’s brand identity.

Client

Berlin Architects


Services Rendered

Strategy

Branding

Content

Advertising is principally about identifying values, and communicating those values to market. In the early stages of the Berlin campaign, we focused on developing a “values-centric” brand message. This message was rendered into a concise brand statement and strategic tagline. These deliverables established a standard for all descriptions and written language regarding the organization.

Futura

Shift

In approaching the update of Berlin’s visual identity, New Thought’s design team set out to modernize the logo, colors, and typefaces, while retaining the firm’s 34 years of brand equity. In lieu of a new logo or mark, New Thought prioritized improvements to the digital scalability of the existing logo. New branded patterns, depicting organic textures like wood grain were designed to accompany the logo on printed materials. Core collateral was engineered using renewable papers and fine materials to better communicate Berlin’s architectural trademarks.

In approaching the update of Berlin’s visual identity, New Thought’s design team set out to modernize the logo, colors, and typefaces, while retaining the firm’s 34 years of brand equity. In lieu of a new logo or mark, New Thought prioritized improvements to the digital scalability of the existing logo. New branded patterns, depicting organic textures like wood grain were designed to accompany the logo on printed materials. Core collateral was engineered using renewable papers and fine materials to better communicate Berlin’s architectural trademarks.

As part of a reimagined to-market strategy, New Thought developed a variety of content-driven advertisements. Each ad was engineered to capture attention and disrupt the traditional format of the publication. Combining large photographs, a new tagline, and limited descriptive copy, the ads were designed to communicate Berlin’s branded values in as few words as possible.