AM Architecture
Poetic clarity
AM Architecture
Poetic clarity
Challenge
AM Architecture is a highly awarded and published architecture and interiors practice, specialising in residential architecture.
Thorough site analysis and immersive client discussions drive their conceptual thinking.
The previous brand expression, based around linear abstractions of projects, did not reflect the emotive, concept-driven outcomes the practice produces.
Further, an off-the-shelf website limited the practices’ ability to share their process, and demonstrate how thinking informs their outcomes. Based on this, a new identity and website was required.
Solution
AM Architecture’s design solutions are conceptual, poetic, emotionally resonant, but also clear, legible and highly resolved.
These two key aspects were captured through the Self-truth® of ‘Poetic Clarity’.
Our visual solution communicates these aspects as two sides of the same coin – poetic project statements appear over blurred abstract imagery, which then transitions to sharp, high-resolution photography.
Revealing outcomes in high resolution
The purpose-built website uses timing and transitions to celebrate the act of resolution, and highlight the concept behind each project.
Beyond the pared-back design and beautiful imagery, project case studies feature ‘concept boxes’ – references, working images, and diagrams – to add context to the design solutions.
Poetic Clarity in application
Outside of digital media, brand applications including site boards, presentation boxes and tubular plan canisters use materials which physically blur and abstract.
“Self-titled collaboratively helped us redefine our offer and clearly express ourselves, positioning us well for the next chapter of our practice.”
