Having done the branding matrix, it was clear that the logo should be informed in some way by the rich design history of architecture while hinting at themes of values connecting.
To achieve this, I looked at typefaces created by Bauhaus designers or inspired by this era. I settled on Insignia as the typeface for a word mark as it has the perfect combination of geometric round arches and sharp ends reminiscent of Universal Type.
The logo was the first building block of the identity, informing our typography and colours choices. The bright red and blue were also a tip of the hat to Bauhaus design and its use of primary colors. Some lighter shades of blue and beige would serve as UI colours down the line.
I encouraged the team to adopt a design system methodology to facilitate communication with our developer and establish workflows.
For experienced clients, all it may take is looking through many architect profiles to understand their style and design ethos. Defind's featured projects and searching capabilities make it easy for clients to create a shortlist of the firms that best align with their values. Firm profiles are filled with detailed information on what kind of projects the firm takes on and their methodology.
Defind encourages first-time clients to post their project. This process begins with a quiz that collects all the details that architects need to determine if the project is a good fit for them. By encouraging clients to go through this process, Defind begins to educate them on the information needs and what they should consider before settling on an architect.
Both user groups had experienced difficulties in their relationships that they believed could have been avoided if they'd had more time to ask questions. Time in meetings is often limited, and clients may not always know what to ask. That's why Defind is the perfect place for architects & clients to slow down the process and ensure they're on the same page.
Once a client posts a project, they can invite suggested firms. If the firms are interested, they'll match and begin a conversation. Both parties can now compare the detailed information and make sure they're selecting the best match.