Brand Strategy
Creative Implementation
Website
Siegel consistently produces incredible modern designs that are both programmatically specific and functionally flexible. The work is successful across various building types. The process that creates intuitive and performance-driven works of architecture is bespoke while also being repeatable. So.... why isn’t the firm doing better? Why are they still only generating 1.5-2M in revenue each year? Why do they only have 4 full time employees including me, a recent college grad?
As Siegel’s Partnership and Innovation Lead, I led the comprehensive process of aligning the Siegel mission, vision, and visual identity with the future-forward and interdisciplinary ethos of the firm’s current design process.
A name change allows
for the next generation of
expert problem solvers
and innovative thinkers
at Siegel to take on
leadership roles.
Creative implementation
involved the establishment
of a consistent type identity,
heirarchy, imagery SOP, logo
use, and 5th element.
While quite labor intensive, it was also a unique and fulfilling opportunity to be able to create the project, strategize, plan, and implement a comprehensive rebrand. Usually these phases are split up amongst a large team, but our nimble size and entrepreneurial attitude pushed the process along quite quickly. Additionally, being proficient in writing, graphic design, media, web development, and strategic planning made the process of conveying information and moving from one phase to the next into an achievable task in half a year.
I am thrilled to see the growth of Siegel take off over the next year, particularly with the start of our engagement with a media relations firm for press opportunities. The quality of work is top notch, and I believe in the power of a well-crafted story to move the needle in terms of developing a consistent pipeline of innovative new architectural projects!