Established in 2003, Fennick McCredie Architecture envisioned a unique architectural practice where designers worked with clients as partners. By striking the right balance for each project, the firm succeeded and grew, creating and renovating buildings where communities gather, live and work. As the firm passed the 13-year mark, it was time to look forward and develop a brand that reflected the vision, ambition and philosophy of the firm — a memorable brand with iconic clarity to reach new clients and create distinction in the marketplace.
Fennick McCredie Architecture engaged Minelli, Inc. to work with them throughout the rebranding process. Through interviews with senior staff and clients and an interactive workshop with the entire staff, the core attributes of nimble, inspired and true were articulated. The Brand Idea – bold together — reflects the firm’s commitment to tackling complex problems and working with clients and colleagues to create enduring buildings, places and experiences.
A bold new visual identity was inspired by the principals at the heart of the firm. The type ligature ‘fm’ is as unique as the original partnership and is paired with the firm name to create a visually strong mark. A bold pallet of colors, evocative messaging and a dynamic photography style focus on the experiences of users who engage with the firm’s projects.