Architects wanting to cut through the noise and showcase their work used to rely on carefully curated images to build a reputation. But this year's winning brands were more intent on showing their work as accessible with a clear purpose.
This shift away from architects wanting to be seen as service providers to individuals that have a personality now includes other built environment professionals and experts who are not afraid to show their human side.
Winners SD Engineers’ tagline "making the invisible visible’ is “inspired” said the judges because it aligns with engineering’s supportive, structural role. They were impressed with how the new brand allows the firm to own its purpose as engineers, particularly its focus on low carbon and the articles that explain the thinking.
Whaleback, the second winner in the category used specially commissioned woodcut illustrations to convey a warm, tactile connection to the consultancy’s West Sussex locale. This gave the feeling of being enveloped in "a big hug”, said the judges- an emotional connection that is difficult to convey in digital space.
A special mention was given to architecture practice Purcell whose rebrand proves that strength often lies in continuity and confidence.
Known for heritage work, Purcell successfully refined its identity while maintaining its recognisable icon and leveraging its inherently honest mission: "design responsibly for future generations." Judges responded positively, seeing this confident and grounded approach as timely given the industry’s focus on repurposing existing buildings.
WINNERS
Creative agency: TM Studio
Creative agency: Ana Bea Studio
SPECIAL MENTION
Creative agency: Rabbithole
