—Verbal & Visual Identity
—Content Strategy, Writing/Editing
—Marketing Strategy
—Business Development

A modern architecture firm with a mismatched identity, SPF:a's branding was still grounded in its founding decade: the 90s. To better reflect its progressive, refined, process-driven work, a complete overhaul of the firm's identity was called for. This would begin with a new copy and graphic guidelines that would extend to a redesigned website and the reinvention of the studio's marketing collateral, both visual and written and in digital and print. Additional actions included a media and marketing plan and business development strategy.

Under my direction, SPF:a garnered over 30 architectural and engineering award recognitions, and secured earned media placements in major national and international publications, including The Wall Street Journal, Los Angeles Times, and Architectural Digest.