Leslie Jones - Brand Refresh
A brand refresh for Leslie Jones Architecture’s documents for pitches, bids, presentations, internal documents, and DASs.
Leslie Jones Architecture — 2018-2019
Whilst working at their company the managing directors of Leslie Jones Architecture requested a refresh of their documents branding. The visuals were outdated and directors were wanting a more modern and clean look. The firm relied on an outdated template system and, as a result, most materials took three times as long to produce.
Building from the previous branding, the design layouts emphasized the content through the use of increased white space. Also, minimal graphic changes were made throughout each document template to break away from repetition and create a more self-aware document. With the help of a series of staff interviews, I was able to pinpoint and improve upon the aspects of each template that were missing and the most time-consuming to work with and design creative solutions to these issues.
The refreshed branding features a modern aesthetic and graphic use of space while also being more accessible which allows architects to maintain quality. The updated style was also applied to other graphic outputs that the firm develops to create a cohesive brand across all media. Following several lessons on the updated template system, these documents are in regular use and have significantly improved the problems that were apparent at the start.