“A big thank you to you and your team for helping us become 56three. The feedback has been great and I’m personally proud to send every email with our new logo and name on it.”
Richard Howl / Director
A contemporary, young and dynamic architects’ practice, 56three (formerly Susan Stephen Architects) needed a fresh brand to go with their fresh new name.
For the brand name they settled on 56three – the co-ordinates of their Edinburgh HQ. The team were keen to move from the typical route favoured by many practices – using a founder’s name. First, we conducted a workshop to uncover the team’s ‘why’, their values and their target personas. This gave us all a great understanding of their company and their new direction. With this info, we created an informed and bespoke brief that ensured their ideal client and company goals were at the heart of the project. The new brand led on to creating a whole new website and guidelines for collateral.
The longitude and latitude co-ordinates from the brand name was the inspiration behind the new identity, creating a contemporary typographic logo. The longitudinal 56 degree angle cuts away the bottom edge of the (bolder and numerical) 56. That same angle also slices the top of the ‘t’ in ‘three’ – written out, to differentiate it as the latitude. The simplicity of the logo font and the sharp angles reflects the company’s new contemporary direction. to add to the visual identity, we introduced a triangular logo marque – in their accent colour of yellow – as a versatile part of their brand, adding a pop of colour across any media.
White space was really important to the team – music to our ears! – so we kept that in mind when creating their colour palette. Using architectural materials – stone and concrete as a starting point – we selected dark grey for their main brand colour. It’s a great contrast to white, without being too brash. Included is also a muted, lighter grey tone for subtlety. The mustard yellow – used minimally as an accent colour – gives a sense of energy to the brand.
All in all, the contemporary colour palette reflects the understated confidence of this great team.
A minimalist aesthetic was the top of the list for the 56three team’s new website. With this in mind, we developed a bespoke fullwidth accordion, hiding the main body text initially and creating the clean look they love. Aimed at key personas, it was important that the the case studies were easy to navigate from a visitor’s point of view We added the wow-factor to their hero slider by utilising the excellent library of professional images they have in their portfolio.
The site is built in WordPress and is easy for the in-house team to update regularly. They can easily creat new case studies, add team members and with an integarted Instagram feed, engage with their visitors on their own terms.
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