Rebranding an Established Architecture Firm

2013  |  Design Consultant

In 2013, the owner of Delineation took full control of the architecture firm and wanted to rebrand the company to reflect its new culture and values.

The project was about a month and included branding, templates, and print materials.

Business Objective

Create a new and unique identity that has both a modern and creative feel.

Design Objective

Rebrand the company to update its visual design while incorporating more architecture elements.


When the company was founded, there was no investment made to the company's brand and reputation. When I was asked to rebrand the company, I started with a clean sheet and treated the client as I would a new startup.

"How do you want your

customers to think of you?"

I first asked the partners to describe their company using as many descriptions as possible. I then asked them to describe what kind of company they wanted to become and correlated the two lists. I used simple diagrams to illustrate the strongest areas that stood out and focused my attention on how we would get there.


I next wanted to determine which typefaces we would go with so I could understand how the font families we chose would impact the rest of the company's design.

I knew I would have to blend multiple font styles in order to truly capture the essence of passion, fresh, and creativeness.

In the Exploratory Phase, I studied a number of combinations of type and logo in order to capture what the client desired. This phase is critical to the creative process, which allows me to truly review all my options prior to selecting the most elegant solution.

Concepts ranged from conservative approaches to wild ideas blending various architecture and design references.

Next, I selected a few options to expand upon and focused my attention on detail and execution.



Keeping in mind the three core areas, I now wanted to integrate the creative and architectural side of the firm.

Needing both a wordmark and a unique logo, I decided to combine a couple of different ideas to truly capture both ends of the creative spectrum.


I decided on an all-lowercase, creative font for the company name supplemented with an all-caps san-serif description to really blend the creative side with the professional side.

I created a separate company logo with a strong brand appeal so it would be recognizable without the company wordmark.


From company colors to print materials such as business cards, store decals, letterhead, and invoices, I created a brand guideline and provided all the necessary print materials through my other company, Arrow Reprographics, Inc.