FIGR Architecture & Design
How we get to the point
FIGR Architecture & Design
How we get to the point
Challenge
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.
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.
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.
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 captured on the 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%.
Photography by Tom Blachford
“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.”
