Richards Architects
Logo, Brand Identity, Stationary & Print Design, Web Design
Crafting a Modern, Trustworthy Brand With a New Visual Identity and Web Presence
Richards Architects is an NJ architecture company founded by John Richards. The studio brings together 20+ employees that are focused on high-quality design and details. Richards is known for its timeless and clean design, offering services like visualization, interior, and exterior design. Since their logo was outdated and they didn’t have any established stationary, John reached to us for a new visual identity and a website that could better express their own view on modern architecture. Using the minimalist geometric approach and colors we emphasized the brand’s desire to create modern, simple spaces.
The Mission
The main task was to create a modern and trustworthy visual language that will convey the right messaging to their target audience. Their approach and work is closely related to the modern architecture and geometry, so we had to keep that in mind while building their new brand image.
Design Challenges
There is a lot of interior/architecture companies, especially in New Jersey and USA in general. They are an established brand, but they didn’t even have a brand system established, only their logo and old business cards. A great challenge that we’ve gone through was how to create something so simple, but still unique and recognizable. We eventually figured out that we should approach this the same way as John and architects do, the minimal way. Using only 2 geometrical shapes, we ended up with a lovely abstract R crafted as they were the ones to draw it 🙂
The Output
After initial rounds of consulting and research, we sketched a ton of ideas and from there extracted 6 potential symbols that could work. Eventually, after debating on 2 potential directions, they decided to go with the abstract geometric letter R, which perfectly suits their brand story and voice. After that, we built a whole set of stationary materials and a simple one-pager website for them to establish a full professional presence.
The Impact
After the rebrand, within only first 6 months, their number of clients jumped by staggering 44%. Also, the number of visitors, leads and people reaching out for cooperation via website is highly impacted, going from approx. 2 people reaching out each month – up to 9-10 people/month! Which is a great improvement, giving them 5x chances to win a client.
Modern, Minimalist, Geometrical
Their new brand system is based on a minimalist, precise geometrical shapes which work lovely with the complementary stationary materials, also created in a clean, modern way. Brand colors are also pretty minimalist, just a pure black and white with a splash of sky gray color here and there, to balance out everything.
A Word From the Client
What an AMAZING experience! Ivan got right on the project and was very proactive – asking key questions and getting to work immeditaely. He was hyper-responsive and far exceeded my expectation.
I was very impressed how he managed to communicate and handle everything, as he knew that time was of importance to us. I highly recommend Ivan & Insigniada to anyone looking for their new identity and visual presence.
John Richards, CEO | Richards Architects