Industry
Architecture
Scope
Brand Positioning
Brand Strategy
Brand Identity
System design
Art Direction
Digital Product
In 2023, SSA and Leaf Design partnered up to transform the brand positioning and strategy as a institutional brand that leaves a profound impact on - the built environment, enriching lives and communities through its visionary and collaborative approach. The aim of the revamp was to unify and expand upon the larger vision of SSA, strategically & visually.
Guided by deep insights, we crafted a refreshed strategy and brand essence amplifying SSA’s approach, expertise and impact. After seven months of intensive research, strategy, and development, resulted a new narrative that aligns with SSA’s evolving goals, values, and positioning.
With the new branding in place, we redesigned SSA’s digital face to communicate its evolution and solidify its leadership in the industry. The goal was to create a platform to showcase the full dimension of SSA’s practice — highlighting the thinking, the culture, and the ongoing contribution to innovation in architecture. Designed for clarity and impact, the new digital experience served as a comprehensive resource for clients, collaborators, and the public.
Delving deeper into the practice
We began with an intensive phase of internal exploration to define the core aims and objectives. This step was critical to ensure that every subsequent decision—whether related to visual identity, messaging, or digital execution—was deeply rooted in SSA’s values and long-term vision. Through workshops, stakeholder engagement, and a review of the firm’s legacy, we identified the essential pillars that are driving the evolution. In doing so, we distilled SSA’s essence and reaffirmed the impact it aspires to create.
A future focused approach
It was imperative for us to create an identity that captures the progressive ethos of SSA — Architecture and Beyond and maintains a global, aspirational edge.
The new visual identity, with its sleek and modern design signals SSA’s commitment to design excellence. This subtle yet powerful detail of forward slash in the logo symbolises the firm’s future-focused approach, It reinforces the positioning as a firm that creates spaces that not only respond to the evolving needs of today but also anticipate the demands of tomorrow.
Identity system
Design System
The rebranding encapsulates the essence of architecture—space itself, leveraging white space to create a sense of openness and clarity while subtly guiding the viewer's journey through an underlying grid system. This structure ensures effortless navigation, allowing the focus to remain on the projects and the thoughtful design approach. Echoing the brand’s essence, a forward slash becomes a recurring visual motif—quietly threading through the identity as a symbol of progress. This understated yet intentional design language mirrors SSA’s philosophy ‘Architecture and Beyond.’ The visual language is grounded in precision, balance, and the elegance of simplicity.
Brand Social Engagement
The website redesign extends the firm’s brand identity and effectively communicates the SSA’s commitment to innovation, sustainability and multidisciplinary expertise. By integrating detailed project information, research insights, and cultural narratives, the website aims to convey the physical and spatial aspects of SSA’s practice through design and technology. It serves as a comprehensive resource for clients, collaborators, and the public.
Insights
From emerging technologies and sustainable practices to cultural shifts and design methodologies, the insights page offers a window into the challenges and opportunities shaping the future. It presents a curated collection of articles, podcasts, and publications that reflect SSA’s distinct views on the architectural landscape.
Expertise
From large-scale commercial developments to bespoke interiors, the project’s section highlights a diverse portfolio that spans across architecture, interior design, and project management. With detailed insights into the process – from the initial challenges and site history; to design-led solutions, and construction, the project’s page offers a comprehensive view of SSA’ s ability to deliver transformative spaces, from concept to completion. Each project is presented through a visually engaging format, combining high-quality imagery with concise narratives that highlight key details, reflects SSA’s commitment to design excellence.
Culture of Innovation
From bold design experiments to sustainable material research, the Labs page offers an inside look into the ideas shaping SSA’s forward-thinking projects. It reinforces the firms commitment to fostering a culture of collaboration and the shared pursuit of redefining possibilities in architecture and design.
Brand Guide
The guidelines mentioned in the brand manual embrace SSA’s culture of collaboration, both in terms of possibilities and in the application of the design system. It can be used to define the touch points for design, communication and articulation, and to equip the users (architects/ designers/non-designers/ anyone authorising any form of communication on behalf of the SSA team) to learn, and navigate through, the essential visual elements of brand identity.
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