NCARB Refreshing a brand

Project overview

Having a positive reputation and a good name is one of the greatest assets an organisation can own. We were commissioned by a global brand consultancy to help develop a refreshed brand for the US National Council of Architectural Registration Boards. We worked with the consultancy to modify NCARB’s positioning and re-energise their internal and external perception.


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NCARB’s existing logo worked fine internally but needed to be much more creative and expressive to better engage its external client-base. We developed a uniform, cohesive style to rationalise their disjointed assets and strengthen the overall brand. This included greatly simplifying their brand colour palette and specifically gearing design towards the exact types of literature the company had to produce in their day-today operation.


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Colour palette
Abstract photography
Corporate photography
Emotive photography


We compiled a comprehensive brand “toolkit” which would include exact guidelines on how NCARB employees should perceive the company and how they ensure the brand remains strong and consistent across all media. This document goes into fine detail regarding rules on key styling, logo use and placement, correct font versions for different applications and image styles to ensure the correct dynamic and stylistic quality.


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The next stage was to visualise how the revised brand would play out across diverse internal and external media. Brochures, stationery and website were all designed with focus and consistency to convey the required brand messages and values and to form a definitive groundwork for future design. An added bonus to this expansion of our thinking was that NCARB also came out of the project with a comprehensive arsenal of ready-to-go brand assets.


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