MK Architects, a well-known architectural brand from Tel-Aviv, marked a significant anniversary and wanted a fresh and vibrant look for their celebration. Traditionally known for their minimalist style, they sought a radical change, including colorful posters and a journal design paired with a powerful slogan. As the freelance creative lead hired through a creative studio, my challenge was to create a memorable design concept, a rebrand of some sort, that honored the brand's unique journey while fitting in with their existing minimalist logo and website.
The Problem:
The challenge was to craft an anniversary rebrand for marketing, that would perfectly go with their minimalistic journal design by the owner himself, which included titles, texts and pictures of the project. The owner, a standout personality in the field, desired something modern and unconventional to commemorate his architectural journey. Despite a strong client base, this celebration presented an opportunity to encapsulate his remarkable evolution, from a student to the leader of a top architectural studio.
The Perception:
The owner expressed how clients often recommended him due to his unique character and determination. He said, "When clients approach me, they often say someone recommended me while a conversation, when the client was saying something like - I'd make this, this and this, but I doubt it can be done." He remarked - "I want the campaign to represent two key messages: a long and challenging path to success and the character this path crafted, ready to conquer any architectural challenge."
The Solutions:
The Slogan - "All is Possible":
To address this challenge, I proposed the slogan "All is Possible." This simple yet impactful phrase captured the essence of his journey and his unique skill of conquering even the most challenging architectural projects. It reflected his determination and the belief that, in architecture, nothing was beyond reach, no matter how challenging.
Design Elements:
In the poster design, I employed a creative repetition of letters within the slogan, such as "POPOSSSSIBIBLELE." This artistic choice mirrored his early struggles, where persistence was key to success. It also emphasized that while all is possible, it may sometimes appear as "POPOSSSSIBIBLELE" due to repeated efforts.
Color Palette:
I went with bold and vibrant colors—red, blue, and yellow—symbolizing the owner's dynamic personality and standout presence in the field. These colors reflected his strength. To represent architecture and its challenges, I introduced abstract shapes in lighter, pastel hues. The contrast between bold colors and a white background conveyed the idea that a strong character could triumph over various colorful challenges.
Results and Impact:
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95% Positive reception
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High appreciation for the representation of the owner's journey and resilience
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High brand cohesion
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30% increase in search engine visibility
The rebrand received a positive response from the owner. He particularly appreciated how it looked like his renovation projects. He remarked, "From this rebrand you made, it's clear, if you chose a way of an architect - your renovations would be a challenge for me to win over in awards." This feedback validated the rebrand's success in capturing his journey and the spirit of overcoming architectural challenges.
So in conclusion, celebrating MK Architects' significant anniversary, we successfully merged a vibrant and unconventional campaign with the brand's established minimalist identity. The slogan "All is Possible" became the cornerstone of the celebration, representing the owner's remarkable journey and his exceptional ability to conquer architectural challenges. The bold colors and creative repetition reinforced the message that in the world of architecture, with determination and the right mindset, "All is Possible."