tell our clients’ stories. And that means our process has to really understand
who they are, what they do, and what their DNA is. What is their voice and
personality? What is their aesthetic direction? Those are all design drivers for
us that we always go back to in terms of a filtering system.
KATIE JANSON: I think another thing that makes our group unique is that
we’ve had agency experience before. A lot of the agencies approach their
creative process this way, but branding with an architecture firm is usually
about your color selection or your material selection to point back to something else that the brand has done. We’re able to bring that agency lens and
communicate it to the architects on the team, so there’s a true collaboration
happening between the two.
KC: Typically when they’re bringing us a brief, it doesn’t include things other
than program requirements, maybe some information on their existing branding
communications. Obviously if there’s a pre-existing space, there may be
information about that. And then there’s a description of what they’re
attempting to do, but really not thinking about how they’re going to manage
to make that happen.
That’s where our team comes into play—and the group is extremely
diverse. We have brand strategists on board. We have graphic designers,
departmental designers, architects, wordsmith people, signage and wayfinding
people. It’s sort of a whole firm in its own.
I&S: How did you come into this type of work as opposed to what
might be considered a more traditional process?
KC: We’ve done a lot of retail work in general—as individuals, in our past.
And that work often leads to helping those clients think more strategically