Sector

Services

250%

increased online user engagement

A new brand identity for an evolving architecture firm

Established in 2017, FIGR is an architecture & design practice based in Melbourne, Australia.

Having built a strong portfolio, won awards, and featured in press like the New York Times and Wallpaper, the business was transitioning from a hungry start-up, to mature architectural practice, looking to attract the right type of work.

FIGR were looking to evolve their visual identity to reflect their unique process and the quality of the work being produced.

Whilst highly skilled architects, FIGR needed a strong brand and accompanying tools to improve conversion and represent the business’ evolving positioning and fees.

Self Titled Figr Architecture Design Journey 2

How we get to the point

The Self-truth® we developed for FIGR is ‘How we get to the point’. The strategic insight here is the ‘how’ – the often messy, non-linear design process – is as important as the final ‘point’ – the aesthetically pleasing finished building.

The FIGR logo represents this through a much larger and more complex FIGR wordmark (the ‘how’ – as in how they ‘figure’ out a solution), paired with the perfectly simple full-stop ‘point’. This full-stop became the anchor around which a grid is built. This system sets out scale, layout and typography rules across all touch-points.

Self Titled Figr Design Architecture Fee Proposal 1

Self Titled Figr Design Architecture Fee Proposal 2

Self Titled Figr Design Architecture Fee Proposal 3

Self Titled Figr Design Architecture Fee Proposal 4

Self Titled Figr Design Architecture Fee Proposal 5

Self Titled Figr Design Architecture Fee Proposal 6

Self Titled Figr Design Architecture Fee Proposal 7

Self Titled Figr Design Architecture Fee Proposal 8

Self Titled Figr Design Architecture Fee Proposal 9

Self Titled Figr Design Architecture Fee Proposal 10

Self Titled Figr Design Architecture Fee Proposal 11

Self Titled Figr Design Architecture Fee Proposal 12

Self Titled Figr Design Architecture Fee Proposal 13

Self Titled Figr Design Architecture Fee Proposal 14

Self Titled Figr Design Architecture Fee Proposal 15

Self Titled Figr Design Architecture Fee Proposal 16

Self Titled Figr Architecture Design Tote Bag

Figr Urban Context Report Template Rgb Fa

Figr Urban Context Report Template Rgb Fa2

Figr Urban Context Report Template Rgb Fa3

Figr Urban Context Report Template Rgb Fa4

Figr Urban Context Report Template Rgb Fa5

Figr Urban Context Report Template Rgb Fa6

Figr Urban Context Report Template Rgb Fa7

Figr Urban Context Report Template Rgb Fa8

Figr Urban Context Report Template Rgb Fa9

Figr Urban Context Report Template Rgb Fa10

Figr Urban Context Report Template Rgb Fa11

Figr Urban Context Report Template Rgb Fa12

Figr Urban Context Report Template Rgb Fa13

Figr Urban Context Report Template Rgb Fa14

Figr Urban Context Report Template Rgb Fa15

Figr Urban Context Report Template Rgb Fa16

Figr Urban Context Report Template Rgb Fa17

Figr Urban Context Report Template Rgb Fa18

Figr Urban Context Report Template Rgb Fa19

Figr Urban Context Report Template Rgb Fa20

Figr Urban Context Report Template Rgb Fa21

Figr Urban Context Report Template Rgb Fa22

Self Titled Figr Architecture Design Business Cards

An evolving catalogue

FIGR see each project they work on as chapters in an ongoing story. Taking inspiration for the way scholarly articles use captions with sequential figures, we extended the logo into a decimal catalogue of projects.

We also refined the approach to creating the icons FIGR produce as a visual shorthand for each project. On the website, these systems work as different ways to review projects.

Self Titled Figr Architecture Design Icons

Self Titled Figr Architecture Design Poster 2

A website that takes users on journey of discovery

For each project FIGR take themselves and their clients on a journey of discovery. This non-linear design process was expressed on the FIGR website by showing two sides to each case study.

On one side, the beautiful architectural outcome, generously expressed through large images and video with minimal copy. On the other, the journey it took to reach that point, in the form of discussions, notes, discoveries and insights.

Results

FIGR now has a comprehensive set of brand tools that reflect their positioning. The new website uniquely highlights their process as well as their outcomes and has boosted user engagement by 250%.

Self-titled listened to our needs, pushed our boundaries, and discovered a truly tailored outcome for the FIGR brand and vision. Trusting their dedication and creativity was key in transforming our values into a beautifully crafted, functional website.

Adi Atic, Director, FIGR Architecture & Design