The Process

Who Are We?

Values

Nimbleness
Integrity
Deep
Empowerment

Personality

Curious
Scrappy
Knowledgeable
Methodical
Passionate
Optimistic
Empathetic

Tone

Enthusiastic
Calm
Inspiring
Friendly

Presentation

Timeless
Clean
Concise
Futuristic

/ The Design Brief /

The Problem /

A survey of competitor and industry marketing materials reveals an industry in which it is hard to distinguish one architectural business from another. Most firms use the same types of imagery, similar descriptive language, and offer the same types of services as their key value proposition.

The Goal /

The goal of this brand refresh is to help BAM distinguish itself in a marketplace where architectural services are becoming commoditized. BAM needs to communicate how it is different from its peers and competitors and why this difference is valuable to clients.

The Solution /

In order to cut through the noise of a proliferation of architectural firms presenting themselves in a “standardized” manner, BAM needs to adopt a bolder, more interesting voice to reach its target audience and underscore its value proposition. We can do this by being:

The Boldness Meter

/ Design Requirements /

1 /

Do not discard the equity we have in the existing BAM wordmark.

2 /

Any new graphic iconography that is part of the brand vocabulary must work with the existing BAM wordmark.

3 /

Need to find a visual or textual way to communicate that BAM is not just an architecture firm. We have an integrated series of skills and services that we offer clients. This is one of our key differentiating traits.

/ Solution + Applications /