Renewing focus on a clarified purpose: better built environments that are proof of true human potential.
Positioning × Messaging × Visual Identity × Collateral
Role: Director of Strategic Design
Studio: Bruce Mau Design
Sasaki is an international architectural practice founded over sixty years ago by Hideo Sasaki. The studio gained early recognition for iconic landscape projects such as the Lincoln Memorial Reflecting Pool. Today, the practice spans architecture, planning, interior design, landscape architecture, and civil engineering.
This increased breadth had created a lack of focus and differentiation for the Sasaki brand. Their visual identity was muted and overly corporate, while their verbal identity focused on the process rather than the vision. The Sasaki team sought a new, unified brand that would capture and express their point of view.
A collaborative process of research and strategic design yielded new brand positioning, messaging, and visual identity, implemented across physical and digital touch-points. The renewed brand focuses on a clear purpose: better built environments that are proof of true human potential.
The team then dove deep into Sasaki’s portfolio of offerings, rethinking how their core capabilities are organized. Previously held in traditional buckets such as “landscape architecture” and “master planning,” we created new, more future-focused classifications that encourage cross-disciplinary collaboration and bring the practice together in a fluid framework.