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Siegel
 Brand Strategy
Creative Implementation

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Established in 1991, Siegel is an award-winning and internationally-recognized architecture firm with a focus on educational, public, institutional, and residential buildings. 

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. 








 I found the role of the brand strategist to be an incredibly satisfying one. In particular, I enjoyed the process of organizing thoughts and getting to the core of what Siegel stands for. The act of distilling years and years of complex work down into even just a sentence at points, without minimizing the importance of the company mission, had a transformative and even emotional potential (my boss teared up after one of our messaging reviews, telling me that he “had been trying to put this into words for so long”).

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!