About the Work
To create a modern, ownable identity that gives a nod to the company’s past, the new logo uses a monogram look inspired by an architectural floor plan with a very traditional serif font. The lock-up includes a new tagline developed as part of the overall brand strategy. The tagline “Passion to Design. Integrity to Build. Freedom to Dream.” Is the basis for all the messaging and storytelling of JLF. Creative Curiosity developed Visual Brand Guidelines as well as time-saving templates for print, digital and signage projects to give JLF stakeholders tools to hit the ground running.
The website was designed to tell the JLF story with beautiful project photography front and center. A photo gallery allows site visitors to review a wide range of projects, and a project map gives a quick snapshot of the build locations around the US. A new blog, “The Anvil” allows the team to share their wide range of inspirations like travel, other architectural projects, art and people. The site is rounded out with a media page to show featured articles, and a newsletter sign-up to grow their customer database. Constant Contact email templates for promoting both The Anvil and Recent News from JLF were designed in conjunction with the website. Branded emails are sent out twice a month with links inbound to the JLF website.
Print and Collateral
Creative Curiosity also developed a high-quality printed “introduction” to send to prospective clients. The piece is comprised of three distinct book continuing the story outlined in their tagline - Passion to Design, Integrity to Build, Freedom to Dream. Each book features beautiful portfolio photography and quotes by JLF Architects Partners.
The final element of the brand refresh is a series of six print ads running in publications like Mountain Living.