Sector:

Architecture, Landscape Architecture, Interior Design, Professional Services, Creative

We Delivered:

Naming, differentiation and positioning, IP protection, trade marking advice, brand strategy, brand persona and culture, narrative, visual narrative, behavioural narrative, brand identity, campaign creative, stakeholder engagement, social media direction, livery, web UX, brand guidelines.

A business with a real heart has evolved. Is it time to evolve the brand?

From a creative partnership of 2 born in the eighties, Guymer Bailey Architects grew to a thriving multi-disciplinary team of close to 100 in offices in Brisbane and Melbourne. The new directors have owned the business for longer than the original partners did, and in that time there have been many changes. One thing that hasn't changed is the core ethics of the founders, a dedication to sustainability, social responsibility, collaboration, inclusiveness and innovation.

With offices in Melbourne and Brisbane, and a new global pandemic in full swing, there were challenges to holding in-person workshops. We created a custom interactive Brand Research and Discovery (BRAD^®) workshop that could be run remotely. Partnering with River City Studios to live broadcast in HD, we ensured both teams felt heard and the leadership team gained honest feedback via anonymous digital polling with real-time on screen results.

The insights and information collected painted a detailed portrait of the culture, persona, strategic trajectory and heart of this unique team.

Guymer & Bailey were the two architects who started the practice, and the current directors were keen to preserve that legacy. However the names meant little to the newer team members, and the unusual spellings required explanation over the phone. We were tasked with changing the name, and to not change the name. We saw an opportunity in that conflict to reflect the fun culture, and strategic narratives through clever wordplay.

"I am really honoured that I got to part of the process to reimagine the brand with Untold (launched in December). Working very closely with Stephen Younger and Paul Martyna from Untold was exceptional. Through countless hours, discovery sessions and exploration, they helped GB-A conceptualise and verbalise what we were in ways that we never knew possible. The genius of Steve and Paul are their methods to really discover the undercurrents of nuance that were the essence of a team and company. Their reveal was a beautiful moment that was spine tingling and emotional."
Taran Daly, EA, Guymer Bailey