SAR+ Architects

Brand Identity

Visual Design

Print / Publication Design

UI / UX

Web Design

Digital Marketing

Strategy

A coming of age story. Crafting a comprehensive brand system to help solidify SAR+ as one of Denver’s premier design firms.

(opportunity)

As Head of Brand at SAR+ Architects, I played a key role in developing and managing our comprehensive corporate visual identity and marketing design approach. However, back in 2018, the firm did not yet have a structured brand system in place, and it showed. I took the lead in launching an extensive effort to solve this issue.

(approach)

I began by establishing our brand foundation, leveraging and updating existing key elements like the old logo to create a dynamic platform. After streamlining the brand system and graphic toolkit, I implemented the new graphic structure across various channels and platforms with the goal of stimulating growth, broadening our reach, and boosting our industry visibility.

01 / Brand & identity

Let's build a brand system.

(solidifying the foundation)

The flagship task was building a new brand system. Through initial working sessions and feedback from key stakeholders, I established foundational brand values and graphic elements, providing direction to a previously aimless brand. My work during this phase covered brand strategy and creative design development, resulting in comprehensive brand standards and guidelines. The project's primary goal was to create a versatile system applicable across all company operations, aimed at improving success, cohesion, and effectiveness rather than merely focusing on a visually striking identity.

02 / Brand education

A system is only effective if it is used properly.

(the how to's)

Once the new brand system and guidelines were in place, ensuring their successful adoption throughout the organization became crucial. To achieve this, I conducted an office-wide presentation to introduce the system, followed by a series of smaller group working sessions to familiarize employees with its application. In addition to the brand-related responsibilities, I also served as an office mentor, dedicated to teaching colleagues how to effectively apply visual design principles in their daily work.

03 / Social Media Marketing

Now let's go digital.

(the internet is your friend)

To mature our public-facing identity and increase our overall impact, it was crucial we enhance our digital presence in order to keep up with a rapidly evolving digital landscape. I needed to ensure that our mobile, web, and email channels functioned seamlessly, conveying a clear and concise narrative. Working alongside our principals, marketing team, and a contracted web developer, I helped strategize and implement an extensive suite of digital assets across a variety of digital platforms.

05 / web design

Our website urgently needed an update, and the newly established brand system served as the catalyst for that change. I played a key role as the primary UI/graphic designer and brand strategist. Our internal team started with extensive research and UX development exercises, including user surveys, flows and competitor analysis. I led the UI concept design phase, creating wireframes and the general site architecture. We then worked with a third-party development team to bring this vision to life, working cross-collaboratively to achieve our desired visual and structural goals.

06 / physical presence

On site and out in the field.

(show the world)

Upon finalizing our updated graphic identity and implementing new standards, we reintroduced our brand to the world. I then led brainstorming sessions with our marketing team to explore opportunities for increasing our visibility and showcasing our work. This effort led to the creation of various physical brand elements, such as new signage, public media campaigns, construction advertisements, and employee merchandise.

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