Diane Pham

Brand & Content Strategy


You’ve got a brilliant idea;
I’ll help you introduce it to the world 🌎️


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 logo and 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.

Credits: Matthew Momberger (photography), Bruce Damonte (photography), Simon Lagneaux (web), Typecraft (printer)

—Brand Strategy
—Brand Identity
—Verbal Identity
—Writing: Case Studies & Editorial
—Press Initiatives, Marketing & Media Management
—Team Management
—Business Development