Brand Refresh
Developing a Fresh and Unique Visual Language that Reflects the Qualities of the Rice Daubney’s Brand.
BACKGROUND: Rice Daubney (now HDR/Rice Daubney) is a creative firm for architecture, planning and design with experience spanning 39 years across Australia and Asia.
The Principles knew that even though they were renowned as “one of Australia’s leading architectural practices”, they realised that the Rice Daubney (now HDR/Rice Daubney) brand identity needed to be consolidated, to achieve cohesiveness and consistency across their marketing suite. So I was given the task of revisiting their brand identity.
The current Rice Daubney’s (now HDR/Rice Daubney) logo was inspired by Leonardo Da Vinci’s ‘Vitruvian Man’ (man of perfect proportions) and was designed by Billy Blue College of Design in Sydney in the late 90’s.
GOALS:
- Create a unified image for the entire firm
- Develop an integrated, sustainable and meaningful identity system
- Communicate stature and stability
- Position the firm as the best in architectural design
- Position the firm as valued for design excellence, quality of service and product
- Position the firm for growth
- Differentiate from commercial competition
- Facilitate consistent communications
- Revitalise the firm’s visual identity and brand voice
- Create a unified image for the entire firm
- Develop an integrated, sustainable and meaningful identity system
- Communicate stature and stability
- Position the firm as the best in architectural design
- Position the firm as valued for design excellence, quality of service and product
- Position the firm for growth
- Differentiate from commercial competition
- Facilitate consistent communications
- Revitalise the firm’s visual identity and brand voice
Ready to create a truly engaging brand? Call Atol on +61 434 670 351.
RESULTS: From around late 2010, the entire Marketing collateral of Rice Daubney (now HDR/Rice Daubney) went through a slight transition from having a black background to a white background and the alteration was successful and well received by their clients.
Brochure Design showcasing the Retail Journey of Rice Daubney
Aged Design Booklet Design
Aged Design Booklet Design
Joint Venture with Rice Daubney + Woods Bagot
Joint Venture with Rice Daubney + Woods Bagot
Entry submission for awards - Poster Designs
Entry submission for awards - Poster Designs
Series of Poster Design showcasing various projects
Entry submission for awards - Poster Designs
Evolution Poster Design
BRIEF: To create a sub-brand logo for the Retail sector of the HDR Rice Daubney architectural firm that would reflect and embody the hectic reality of retail.
POSTER CONCEPT: The front of the "evolution" poster talks about Retail Milestones worldwide, within Australia and HDR Rice Daubney’s contribution to the Sydney Retail culture.
The back of the poster is a collage following the respective order of colours within the word "evolution" using built and unbuilt projects.
CONCEPT: The idea was to replicate the colours of the spectrum to reflect the busyness of the retail life. The flowing lines throughout out the logo would indicate the constant flow of people within any retail environment.
POSTER CONCEPT: The front of the "evolution" poster talks about Retail Milestones worldwide, within Australia and HDR Rice Daubney’s contribution to the Sydney Retail culture.
The back of the poster is a collage following the respective order of colours within the word "evolution" using built and unbuilt projects.
CONCEPT: The idea was to replicate the colours of the spectrum to reflect the busyness of the retail life. The flowing lines throughout out the logo would indicate the constant flow of people within any retail environment.
Ready to create a truly engaging brand? Call Atol on +61 434 670 351.
