Adero Architecture
Brand Strategy
Research
Visual Design
Content Structure
Marketing
A strategic rebrand spanning naming, brand expression, and system design.
Industry:
Architecture, Professional Services
Role:
Senior Designer + Brand Strategist
Engagement:
July 2024 - Nov 2024
The rebrand extended beyond visual identity into strategic renaming. Adero, a Latin verb meaning “I will be present,” reflects the firm’s collaborative philosophy and hands-on partnership with clients from concept through completion.
Logo and Name Before
Logo and Name After
Context & Challenge
Henry Downing Architects was a respected legacy firm, but its brand no longer reflected the business’s future ambitions. Previous rebranding efforts created inconsistency rather than clarity, making it clear the brand needed a more modern and cohesive direction.
Key Insight
The firm’s reputation relied more on relationships than on the brand itself.
This created an opportunity to build stronger brand equity that could scale beyond personal networks.
Discovery & Alignment
I facilitated a full-day brand sprint with leadership and stakeholders to align around future direction, clarify perceptions of the brand, and establish the foundations for the rebrand.
Building a flexible visual system designed for consistency and longevity
Impact
The refreshed identity provides Adero with a cohesive, flexible brand system that better reflects the caliber of their work. The new name and visual language bring consistency across touchpoints while supporting the firm’s continued growth and evolution.
