An established architecture firm was ready to evolve beyond a generic identity and position itself around a distinctive design philosophy. Through Brand Strategy, Architecture Firm Branding, and a refined visual identity, we helped Andrew L. Scheidt establish a brand that attracts higher-value residential clients and supports the firm's long-term growth.
Eugene, Oregon
Brand Identity
June 2022
Andrew L. Scheidt had spent years building a respected architectural practice grounded in thoughtful design, technical precision, and an evolving philosophy centered on Contemporary Ecological Design. His work reflected a clear point of view, but his brand did not.
Like many small architecture firms, the existing identity was professional enough to avoid criticism but not distinctive enough to be remembered. It communicated competence without communicating philosophy. It didn't reflect the quality of Andrew's work, the type of clients he wanted to attract, or the future direction of the practice.
The challenge wasn't creating a new logo. It was developing a clear strategic position that would differentiate the firm within a competitive residential architecture market. Through Architecture Firm Branding and thoughtful Brand Strategy, we set out to build a brand that represented where the practice was headed, not where it had been.
Every successful brand begins with clarity.
Before exploring visual brand identity, we worked closely with Andrew to better understand the principles guiding his practice, the clients he enjoyed working with most, and the long-term vision for the firm. Those conversations revealed a positioning that felt authentic, differentiated, and sustainable.
Rather than making broad sustainability claims, we defined the firm's position around Contemporary Ecological Design. A philosophy that integrates architecture with landscape while creating highly crafted custom homes rooted in their environment. That positioning became the foundation for every branding decision that followed.
From there, we developed an identity system that reflected the same qualities found throughout Andrew's architecture: thoughtful, restrained, contemporary, and enduring. Modern typography, a refined icon, and a sophisticated color palette created a visual language that feels premium without becoming overly expressive.
As an AEC Branding agency, we believe the strongest brands are built around strategic positioning rather than visual trends. The identity wasn't designed simply to look better. It was created to communicate expertise, build trust, and attract the type of custom residential projects Andrew wanted to pursue.
The new brand gave Andrew L. Scheidt a clear identity built around a philosophy that genuinely differentiates the firm. Instead of blending into a crowded market of residential architects, the practice now communicates a distinct perspective that resonates with clients seeking thoughtful, contemporary homes connected to their surrounding landscape.
More importantly, the brand established a strategic foundation for future growth. It positions the firm for higher-value residential commissions, supports future hiring, and creates consistency across every client touchpoint, from presentations to job site signage and marketing materials.
Andrew continues to work with Fairbuilt as the practice evolves, expanding the brand across new applications while maintaining a cohesive identity rooted in strategy rather than aesthetics alone.
What Changed
This project demonstrates how Branding for Architecture Firms goes far beyond creating a logo. When built on clear positioning and a well-defined point of view, a brand becomes a business tool that attracts the right clients, supports growth, and creates long-term differentiation.
Looking to reposition your architecture firm? Learn more about our AEC Branding and Brand Strategy services.
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