Rebranding and Redesigning Architects
The Starting Point
I partnered with another designer to rethink Gelfand Partners’ brand and website, building from an identity that no longer reflected the firm’s approach.
Exploring the Brand Direction
I developed three distinct visual directions to explore different ways Gelfand Partners could express its identity, values, and point of view.
Defining the direction
The final direction combined elements from two concepts, balancing the strongest characteristics of each into a more distinctive brand system.
Refining the Identity
We refined the typography and visual language to better capture what mattered most: a thoughtful, confident, and contemporary architecture practice.
Logo RedesignFrom Sketch to System
I started by hand-drawing logo concepts, using rapid exploration to uncover forms and ideas worth developing digitally.
Two Rounds of Concepts
I translated the strongest ideas into an initial set of logo directions, giving the client a range of approaches to react to and build from.
The second round focused the exploration, refining the concepts that resonated most and responding to the client’s feedback
Narrowing the Focus
An internal round helped distill the strongest elements from the previous concepts and clarify the direction before finalizing the identity.
The Final Identity
The completed logo system includes stacked, horizontal, and reverse configurations, supported by defined anatomy and spacing guidelines for consistent use.
Website RedesignStructuring the Experience
I mapped the proposed information architecture to create a clearer path through the firm’s work, expertise, and services. We also included a website roadmap aligned content, page structure, and priorities before moving into visual design.
Sketching the Experience
I explored page layouts and content hierarchy through low-fidelity sketches before committing to the final visual system.
Designing the Final Experience
I translated the brand into a responsive website prototype, creating a cohesive experience across content, navigation, and visual design.
