JLF Architects worked with Creative Curiosity to discuss evolving their identity to a more modern and ownable style while honoring their traditional heritage. The JLF brand required a refresh on everything from their logo - which felt generic and dated - to a new website, as well as presentation templates and identity materials rolled out across all printed and digital communications including a robust e-mail marketing program.
We kicked off the project during a strategic meeting with the JLF staff and the full creative team including a strategist, digital marketing team, a writer, and a web development team.
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.
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.
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.
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.