ARCHITECT BRANDING.
FIRST MEETING.
A couple of weeks ago I was approached by an architecture student in their final year of the degree who was looking for some personal branding as they leave the course and look for a job.
The personal branding will include:
- A logo that can be used across all digital ephemera and possibly in a future online presence.
- A business card.
- Creative CV.
- Letterhead.
- Card tube with sticker used to mail large scale physical work.
- CD design.
- Possible brochure design.
To be recognised as BOS or BS or Bradley Sykes.
I met up with Bradley on the first occasion to discuss two aspects of his university life and career prospects including: Bradley's likes and intentions as an architect and as a designer in general.
As an architect:
Bradley spoke particularly about 3 focuses within all of the work he creates. Firstly, he spoke about 'Genus' Loci, otherwise known as the spirit of the place. In working on the spirit of the place, Bradley constantly considers whether his work, throughout the whole design process supports, accentuates and heightens the experience of the place (location) surrounding his architecture and the people it will affect. It is in his best interests as an architect that whatever he creates truly becomes part of the landscape whether this be aesthetically or socially etc.
Bradley also has great interests in the process of Retrofitting, in which old and new systems are joined together. In the case of architecture this is when an older more traditional structure is combined with a new one. Bradley also suggested that in terms of building a future business, this is where his aspirations would lie.
He also spoke about materials which in turn linked to his previous thoughts and opinions on the spirit of the place. Bradley likes to use materials in particularly a range of textures to do this. Consideration of materials in relation to the building, and more importantly its surroundings is vital to the work Bradley produces.
As a designer:
Minimalism - More so used to support and accentuate main features. Such as when used in retrofitting, minimalist contemporary design, to show case the old structure.
Black/white and Neutral colours. Organic colours, colours that are more 'truthful' rather than forced.
Textures - create atmosphere, interesting, add another dimension to design.
Angles and straight geometrics over curves.
Bradley's work in reflection of this:
Next I asked Bradley what kind of architecture work he draws inspiration from in his own work to further try and understand his brand personality. He directed me towards 5 pieces of architecture were most inspiring and told me why it is he feels they are so pinnacle to his work.
Kolumba Museum, Germany:
The most impressive thing that Bradley denotes from this architectural piece is the fusion of old and new. In WW2 the Kolumba museum was bombed leaving a fractured structure of a church behind. This was then renovated by creating a clean minimalist structure to house the original church ruins. The minimalist casing does not take away from the original structure but compliments it and highlights its beauty, on both the inside and outside of the building.
Nueues Museum, Berlin:
Again similar to the Kolumba museum, the Nueues museum in Berlin was also bombed in WW2, and later renovated combining the old stone build with a new sand blasted concrete shell. Texture and use of materials is emphasised with minimalism, leaving no need for added colour.
Caixa Forum, Barcelona:
Bradley loves the visual statement made by the Caixa forum and the contrast in colour. It is also important that the use of colour comes naturally from the materials and has not been added afterwards. The window treatment again pays reference to the concept of old meets new, where the windows have been filled in but kept in place to complement and continue the rythum of the rest of the surrounding buildings, and new windows have been inserted over the top in aid to give the space the amount of windows it actually needs.
Dominus Estate, California:
The Gabian basket detailing has been implemented into the winery not for aesthetic reasons but for its function, used to ventilate the building. The function of the building is therefore celebrated rather than disguised as the Gabian basket is in full view. The building is also modest within its surroundings, with its low and horizontal emphasis meaning that it looks like a part of the landscape over detracting from it.
Therme Vals, Switzerland:
Again like the Winery in California the Thermal Vals in Switzerland share the shame aesthetic values. Made from a local stone the baths look like they have been carved from the mountain landscape, creating something tremendously fitting to the place. Both the exterior and interior therefore look completely natural as the elements of stone and water combine with one another. There is no unauthentic use of materials not relevant to the location or building or forced use of ornate decoration to create the idea of luxury, the idea of luxury in fact grows from its honesty to the environment it is in.
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