Strategy

In d1: Discover, the first step in our 5d Perception Branding process, we like to interview the client’s customers. Our interviews made it clear that MHTN was well known for their professionalism and project management prowess. Yet despite talented “design” principals and winning prestigious design awards, MHTN still had a hard time overcoming their old reputation as a non-“design” firm.

The culmination of the strategic phase of our 5d process is d3: Depict. In an image and adjective exercise, we present 50-60 images and up to 100 adjectives and ask which ones “feel” like the brand. The resulting Brand Concept Board, approved by MHTN, showed that the architectural firm had changed. The 50 year-old company was now led by partners with different values.

Design

The trick: to signal a change through a new identity, while maintaining the values long associated with MHTN. We recommended the identity be progressive without feeling “edgy” or trendy. While it should reflect change in the firm, it shouldn’t be a drastic leap from the previous mark. We developed several options; each designed to maintain visual equity. In addition, we wrote a new tagline, “Vision Made Real”, adopted new color and typography standards, and applied it all to the corporate papers and signage.

Results

“Each meeting was like sitting down to an exciting, elegant meal. First, a sampling, where experienced advice guided us through several tastings. After narrowing our palette, each course was artistically revealed. We felt the process was also our own—the mark of true design professionalism.”

— Peggy McDonough, Design Principal, MHTN Architects