SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.

SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.

SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.

SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.