Over the last 11 years, we've had the privilege of collaborating with a number of individuals, businesses, and organizations. With each, we've learned that in order to do anything of merit, it cannot be done alone. Nor can it be done in a one-sided manner. There must be collaboration to achieve something genuine. Something truly impactful. Something "timeless".
And true collaboration comes from balance.
In the context of building (or rebuilding) a brand, a creative team will, of course, bring their expertise, hard work, problem-solving skills, and keen insights to the projects they approach, but they must always balance that with the understanding that their client - the people on the other side of the table - also have something to bring to the process. No one knows the identity of an organization better than the people that are in it every day, so their opinions and insights are invaluable, especially when defining overall brand strategy, ideal audience, and the "whitespace" occupied by the brand.
On the flip side, a good design client will, of course, bring their familiarity with their brand, insight into their audience, understanding of their goals, and a strong desire for it to be successful, but they must then let the design team do what they are hired to do - design.
This collaborative approach has one key ingredient: a willingness by both parties to put in the necessary work for an impactful result.
One of the many privileges we've had was getting to partner with the incredible team at VMDO Architects. They are an architecture and design firm with an unwavering commitment to creating environments that shape the way people live, work, and play. For the last 40 years, they've been dedicated to helping institutions and communities envision pivotal projects, specifically within the world of education. Their heart for their work is extremely sincere, and that is felt in the spaces they design.
As they embarked on a new decade of practice, the VMDO team approached us to help them evolve their brand by way of a new visual identity and website experience. As a long-standing firm with a rich history, they easily could have been tight-fisted about things - micro-managing the process and output - but instead, they understood their role as well as ours. They gave us the information and resources we needed, built a true relationship with our team in the process, and then trusted us to do what we do best: create.
The result was a new visual identity and online experience that not only showcased their work but also communicated the values within the work. And because a truly collaborative balance was struck, the work culminated in an identity with lasting value.