Proffitt & Associates Architects
SERVICES Brand Discovery & Strategy / Logo Design & Brand Identity Development / Tagline Development / Collateral Design / Project Marketing Materials / Environmental Design / Apparel Design
THE STORYProffitt & Associates Architects, a leading architectural design firm based in Frederick, MD, has been a cornerstone of the design landscape in the DMV area for five decades. Known for their commitment to solving architectural challenges, the firm has consistently blended artistic vision, safety, economic feasibility, and environmental considerations to deliver exceptional designs. As a testament to their enduring success, 2023 marked Proffitt & Associates' 50th anniversary, prompting a reflective pause for the firm. This significant milestone became a catalyst for change as the firm embarked on a comprehensive evaluation of their brand and visual identity. With a rich history of bringing clients' visions to life, Proffitt & Associates stakeholders focused on their vision for the firm and recognized the need for a rebrand. One that not only honors its legacy but also aligns with revitalized business objectives and strategies. It was time for an elevated brand that better positioned the firm within the marketplace, propelling them into a new era of architectural design excellence.
THE SOLUTIONIn collaboration with Lisa Sirbaugh Creative, Proffitt & Associates embarked on a transformative journey to redefine their brand. We began with an extensive discovery phase, impacting various aspects of the firm's business, from internal brand foundations and strategy to public-facing visual identity, color palette, tagline, collateral design, print and digital marketing materials, and environmental design. The initiative kicked off with the development of a comprehensive brand brief, focusing on the firm's profile, objectives, and strategies; mission, vision, and values; target audiences and client experience; brand characteristics; and more. This foundational work set the stage for strategic discussions and exercises, including a visual brief build that helped us align project goals with the stakeholders' visual expectations. The exercise facilitated targeted dialogue around color, look, and style, and drove the aesthetics of the visual identity and subsequent brand touchpoints. The new streamlined visual identity features a versatile wordmark and acronym brandmark influenced by crisp geometric structures inherent in the architecture industry. The suite's dynamic nature allows for independent and unified applications, catering to the firm's diverse print and digital needs. Complementing the brand identity suite is a purpose-driven tagline, adaptable acronym pattern, and color palette inspired by environmental cues. The revitalized brand and identity encapsulates Proffitt & Associates' expertise and professionalism, eco-conscious principals, and keen design sensibility, ensuring a cohesive and impactful representation across all facets of the firm's brand presence.
