SRG Partnership is a 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 neglecting a proud past. 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 a new identity built on the brand’s equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. The original brand was associated with a deep red the firm was reluctant to leave behind. But the previous dark lacked in energy of the firm’s vision. A custom, vibrant red anchors the new identity.