The Challenge
Re-envision the firm’s brand positioning to align with the vision and passion of its core focus. It needed to express the key differentiators that the firm is known for, and lay the foundation for a more sustainable client/architect relationship.
The SOLUTION
Our project process resulted in a new trademarked name for the firm and the development of brand guidelines that would stand out in the industry while making a lasting impression. With these guidelines in place, we set up an array of required creative assets, both print and digital, for each new step in its creative journey.
Sherpa understood how unique Boldera was and developed a vision to represent that through the branding.
Eric Rodrigues, OWNER, CREATIVE DIRECTOR
Deliverables
Company Renaming
Identity Design
Marketing Templates
Social Media
Stationery Set
Website
Email Signatures
Support
SEO
Copywriting
Begin with
the BrandMap
Understanding The Client
Although Creative Director, Eric Rodrigues had long been providing clients in Portugal, the USA, and Canada, with bold and sustainable approaches to architectural design, he knew that his authoritative voice was not coming across in his branding.
“I felt that my brand was not unique enough, and that my name didn’t communicate my brand, nor encapsulate the values and mission of my company. I wanted to create something that was bigger than myself.”
CREATING A NEW DIRECTION
Rodrigues reached out to several different agencies with a brief that outlined his main challenges. He connected with our collaborative approach. “They were good listeners. They took the time to really diagnose before prescribing a solution, and helped me think about things in new ways.” Through the BrandMap discussion, we helped articulate some of the elements that were considered core to the business.
“What makes Boldera unique is our client-centred attitude, that we leave our ego at the door and design to try to make clients’ lives better and solve problems.” A 15-page BrandMap report, allowed us to return to those conversations long after the process was completed.
Rethinking the Name
Marking a new era for the company
The new name needed to convey the vision of the brand direction. It was important for both potential clients and industry peers to received the brand the way it was intended.
Boldera was creating a new standard for architecture—client expectations and environment opportunities. The opportunities with respect to the industry’s environmental impact, helped shape the need for a more marketable position. The process of the name creation was challenged by the high number of unique/purpose-driven industry brand names. This forced us to look at a variety of naming options and strategies, before we could shorten the list and feel confident that the name would trademark easily. Once landing on Boldera, we worked closely with our law partners to ensure a trademark was possible.
The result was a strong and memorable brand that speaks to the brand’s vision and stands out in the industry.
“They were good listeners. They took the time to really diagnose before prescribing a solution, and helped me think about things in new ways.”
Eric Rodrigues, Owner and Creative Director
A System with Purpose
DEVELOPING A NEW IDENTITY
Building on Eric’s Portuguese heritage, a logo system was created based on repeated shapes and patterns, common in Portuguese tiles. It also incorporated a stylized leaf motif to highlight his environmental focus. A complete logo system was developed to outfit all applications and file types, as apart of the brand package. Our approach was a balanced creative conversation with active listening to grow out the new logo and design.
“Sherpa was very open to constructive criticism, which is wonderful in the creative field. They were receptive to comments I had, which made me feel very comfortable as a client, that we could have an open conversation.”
Sustainable Marketing
Built for the client
A series of templates for company reports and pitches, as well as online sales tools, were created in a way the client could build on them for business and promotional purposes.
While Eric came to us to help him figure out his new look, he knew what he didn’t want. “I didn’t want just a portfolio, just the typical black-and-white design of most architecture firms. My brand is how I create a unique solution, very client-centred.” Finding a partner who was also passionate about the possibilities was important.
“Sherpa was very excited about my brand, about rethinking about how architects do marketing. They went to my side of the court and started looking at things from my perspective.”
Digital Curb Appeal
A new home, online.
Alongside the client, we reviewed the existing site content, SEO, and navigation structure and a designed a responsive concept for all pages. With designs approved, the copywriter worked on creating the new brand’s messaging, where applicable. The new site design challenges what architecture firms should be.
With a focus on environmental conscious choices clients have available, the business could showcase Boldera’s ideal projects: single-family modern homes, multi-unit residential buildings, or the reuse of an existing building. Complete with a wealth of free resource material, the site educates potential clients so they can move forward with their own sustainable build.
Conclusion
All touchpoints of the brand were customized to speak with the same voice and tone set out in the initial phases. The message and positioning of the new brand were aligned to the company’s main focus of being a modern environmentally-minded architecture firm. The results allow Rodrigues to move forward in his business with confidence, and also in recommending Sherpa.
Sherpa was very open to constructive criticism, which is wonderful in the creative field. They were receptive to comments I had, which made me feel very comfortable as a client, that we could have an open conversation.. I absolutely, highly recommend them.
Eric Rodrigues, OWNER, CREATIVE DIRECTOR
Ready to start
your Brand Trek?
Sherpa Creative’s BrandMap process helps you confirm your business goals and get laser-focused on your audience and strategy. Establishing these baseline decisions from the start avoids costly pivots that come from having to redo creative elements built on a whim. Let Sherpa’s established process help your business get your branding right the first time and build a solid foundation to reach your target audiences.