Fong & Chan Architects
Case Study
To stand out in the connected world,
you have to make a statement
CHALLENGE
How do you stand out in the competitive
architectural landscape of San Francisco?
How can you attract new clients and
showcase the value of the firm’s work?
OUTCOME
Architecture Nerd collaborated with FCA to reinvent the brand’s digital image. This included a new brand identity systems as well as messaging to reflect the quality of the firm’s work and it’s values.
KEY ROLES
Creative Director
Marketing Strategist
SCOPE OF PROJECT
Brand Strategy
Messaging
Unique Identity System
Web Design and Development
Marketing Analysis Report
RFP Design
WEBSITE URL
fca-arch.com
To stand out in the connected world,
you have to make a statement
CHALLENGE
How do you stand out in the competitive
architectural landscape of San Francisco?
How can you attract new clients and
showcase the value of the firm’s work?
OUTCOME
Architecture Nerd collaborated with FCA to reinvent the brand’s digital image. This included a new brand identity systems as well as messaging to reflect the quality of the firm’s work and it’s values.
KEY ROLES
Creative Director
Marketing Strategist
SCOPE OF PROJECT
Brand Strategy
Messaging
Unique Identity System
Web Design and Development
Marketing Analysis Report
RFP Design
WEBSITE URL
fca-arch.com
The Instigator
In an effort to attract potential clients during
the RFQ Interviews, we saw an opportunity to
leverage the firm’s digital presence to stand
out against competitors. We presented our
recommendations for online marketing strat-
egies to the entire firm which instigated the
re-branding of the firm’s website.
The Approach
We began the project by facilitating a discovery session with the Principals at Fong & Chan Architects. This brought clarity and insight to the brand and the marketing strategy. Out of this discovery session we were able to:
1
Understand
The Users
2
Define The
Brand
3
Prioritize The
Goals
User Needs At The Center
We identified three key website users we needed to target: the ideal client, architectural partnership, and future employee. We discussed their needs and pain-points, to understand what marketing solutions would be the most effective way to reach them.
User Needs At The Center
We identified three key website users we needed to target: the ideal client, architectural partnership, and future employee. We discussed their needs and pain-points, to understand what marketing solutions would be the most effective way to reach them.
Defining The Brand
To stand out amongst the noise of architectural marketing, we helped the firm develop a brand
personality that would resonate with their targeted users. This defined how the brand would look, sound,
and act.
BRAND ATTRIBUTES
BRAND STATEMENT
We design lasting solutions to enhance
the personal experience
The Messaging
Once defined, the brand personality served
as the guiding force for us to write the
messaging and create a unique identity
system.
The Messaging
Once defined, the brand personality served as the guiding force for us to write the messaging and create a unique identity system.
The Design
In order to appeal to the targeted users,
highlight the brand personality, and
effectively communicate the value that the
firm brings to its clients, we incorporated
features into the design that focused on the
firm’s methodology while also providing an
improved user experience.
The Design
In order to appeal to the targeted users, highlight the brand personality, and effectively communicate the value that the firm brings to its clients, we incorporated features into the design that focused on the firm’s methodology while also providing an improved user experience.
Expertise
Team Approach
Complex Projects
Client Focused
Innovation
Integrated Solutions
Sustainability
See What Others Are Saying
See What Others Are Saying
Athena has excellent
communication skills and
consistently has exceeded my
expectations…I am constantly
impressed with her initiative and
how she consistently goes above
and beyond what is asked of her.
Without Athena’s help, I would be
completely lost! She helped me
optimize myLinkedin profile,
resume, and portfolio to attract
my dream firms. And they’ve been
beating down my door to offer me
jobs! I couldn’t ask for more
Athena’s Knowledge of digital
marketing strategies and expertise
in graphic design was a huge
advantage to our entire office.
Athena has excellent communication skills and consistently has exceeded my expectations…I am constantly impressed with her initiative and how she consistently goes above and beyond what is asked of her.
Kris TieWithout Athena’s help, I would be completely lost! She helped me optimize my Linkedin profile, resume, and portfolio to attract my dream firms. And they’ve been beating down my door to offer me jobs! I couldn’t ask for more
Stephanie LeeAthena’s Knowledge of digital marketing strategies and expertise in graphic design was a huge advantage to our entire office.
Casey Coulter
