A contemplative new brand and website for a residential architecture practice with a deep commitment to conceptual thinking.

Thorough site analysis and immersive client discussions drive the conceptual thinking of AM Architecture.

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 practice’s ability to share their process, and demonstrate how thinking informs their outcomes. Based on this, a new identity and website was required.

View the previous brand expression

Capturing Poetry

AM Architecture’s design solutions are conceptual, poetic, emotionally resonant, but also clear, legible and highly resolved.

These two key aspects are 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 by Dianna Snape, project case studies feature ‘concept boxes’ – references, working images, and diagrams – to add context to the design solutions.

Self-titled collaboratively helped us redefine our offer and clearly express ourselves, positioning us well for the next chapter of our practice.

Andrew Mellios, Director AM Architecture

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.