Brand STRATEGY
ART DIRECTIOn
WEB DESIGN
UI/UX
Prototyping

Tired of the corporative environments, Michael, Scott, and David—3 seasoned architect friends base in Redlands came together over beer and jokes, formed their own company – SGH Architects. They dream to deliver gutsy design and inspiring spatial experiences for schools, shops, and civic environments. Within merely 2 years of time, they were able to land a handful of projects in the Inland Empire, and grow the company to 20+ employees.

With the fast-growing pace and busy schedule, the partners are losing sight of where the company is growing. More importantly, they want to make sure that the company is forming a healthy, open, and creative culture where everyone’s idea is heard and respected. They allow staff to grow into their own roles and they are actively training the next-gen leaders. Because of this, the company was in need of a positioning strategy to guides them through the growing pains and an internal value to abide by. Their new online platform also needs to reflect the culture of the company as well as supporting the company to scale.

Combined with these characteristics and their passion for legos, we centered around the idea of Serious Play, created a brand guide and a visual style to help them convey the message and raise its profile among the more established competitors. To brings out the “playfulness” we added a subtle “lego“ grid pattern in the hover state on the site. We use a dark background to give a more serious feeling to the site.