Choosing the best solution. This is the culmination of many steps of hard work. If we do our jobs right, we can often be the pivotal voice in this step, helping argue for the best overall solution —we can visualize the case, see different sides of the problem, and lay out a path for making a commitment to a given solution.
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STEP BACKGROUND
When BNIM adopted their new positioning strategy, studio
structure and moved to their new office in the landmark
Power and Light building, the creation of a new identity was
important to help internal and external audiences understand
the changes. We developed a range of identity concepts that
allowed each of the 5 studios to express their focus while
reflecting the overall philosophy and culture of BNIM.
Because BNIM has a talented in-house brand marketing
group, we designed a system that was easily translated by the
in-house team throughout their communications environment,
studios and behaviors. STEP OUTCOME
Every element in the BNIM Brand Identity exists for a reason
and specific function. The system is simple, flexible, and
adaptable for each studio. For example, the color orange is
the color of design, as proclaimed by color theorist Joseph
Albers. As a result, one studio renamed themselves “Deep
Orange,” and a midnight raid by a few renegade BNIM staff
members resulted in a single orange support post within
the stark white décor.
Brand identity
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Logo mark
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Collateral development 1
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Image 3
Test Descr 2 2
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Stationery development
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Submitted by:
Willoughby Design Group
Date:
January, 2003
Client Name:
BNIM Architects
Project Name:
Brand Identity
Date Started:
August, 2000
Date Completed:
December, 2000
Duration of Step:
9 millennia
Project Team:
Ann Willoughby
Creative Overview
Deb Tagtalianidis
Creative Director
Nicole Satterwhite
Art Director
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