Nicholaeff Architecture + Design
2008 REBRAND 100 Winners > notable
Industry: Architecture Summary: Industry Setting/Challenge - Doreve Nicholaeff studied architecture at the University of Witwatersrand in South Africa, and holds a Masters Degree in Advanced Studies from MIT. She founded her architecture practice in 1986, following engagements with a number of esteemed firms in California and New England. Twenty years later, Doreve recognized that the brand needed revitalization, to stabilize the business and attract a more consistently high-end clientele. Strategy/Result - An exhaustive research phase on the dynamics of the residential architecture landscape was undertaken: competition, trends, media, audience analysis, awards shows, and business development opportunities. The resulting design brief was far-reaching, identifying new audiences and expansion opportunities in new geographic marketplaces, as well as recommending changes to core business operations … in addition to defining the purpose of new design/branding/advertising. A streamlined new name for the firm was developed, and work begun on the identity system, with a new mark as its foundation. To support the new market position, a mark was created that borrows from the time-honored practice of artists signing their work with their name. A stationery set that features clear foil stamping, a new portfolio website, and print advertisements were the beginning of an extensive brand repositioning that now includes a custom leather-bound portfolio, print advertising, and redesigned blueprint layouts. Credits: Client: Nicholaeff Architecture + Design - www.nicholaeff.com Brand Strategist/Designer: Monahan + Rhee - www.monahan-rhee.com [back] |
