Location:
Eugene, Oregon
Type of Work:
Brand Identity
Completion Date:
June 2022
Eugene, Oregon
Brand Identity
June 2022
Andrew L. Scheidt had been practicing architecture for years and had built a strong local reputation. The work was good — disciplined, detail-oriented, grounded in a contemporary design philosophy that had become increasingly focused on ecological principles and high-end custom residential projects.
The problem was that none of that came through in the brand. The existing identity was generic in the way that a lot of small architecture firm brands are generic — competent, inoffensive, and almost entirely invisible. It did not reflect the caliber of the work. It did not reflect Andrew's specific point of view. And it was not helping him attract the clients and project types he wanted more of.
Andrew came to Fairbuilt ready to make a deliberate move. He knew the kind of work he wanted to be known for — custom residential homes that expressed Contemporary Ecological Design — and he wanted a brand that positioned him clearly for that work and for the future growth of the firm.
We started with strategy. Before any visual work began, we spent time understanding what made Andrew's practice distinct — his design philosophy, his ideal client, how he talked about the relationship between architecture and landscape, and where he wanted the firm to be in five years.
The positioning that emerged was specific: Contemporary Ecological Design for clients who want a home that is as grounded in its landscape as it is in contemporary architectural thinking. Not a vague sustainability claim, but a precise and ownable point of view that reflected how Andrew actually approached every project.
From that foundation, we built an identity system that expressed that philosophy visually. Clean typography anchored by a modern icon. A sophisticated, restrained color palette that felt premium without feeling cold. A visual language that balanced clarity with confidence — the same qualities that define Andrew's architecture.
The goal was an identity that felt high-end and approachable at the same time — one that would resonate with the clients commissioning custom homes and signal to prospective hires and collaborators that this was a serious, forward-looking practice.
The rebrand gave Andrew L. Scheidt, Architect a clear, unified identity built around a positioning that the firm could grow into — not just a visual refresh, but a strategic foundation for the next phase of the practice.
The new identity positions the firm for the higher-value custom residential projects Andrew wants more of, communicates the quality and thoughtfulness that define his work, and creates a platform for team growth when the firm is ready to expand.
Andrew continues to work with Fairbuilt on branded materials as the firm grows — site signage, presentation materials, and ongoing identity applications. The brand gets used consistently because it was built around something true about the firm, not just something that looked good in the initial presentation.
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