Brand Development

Few aspects of brand identity are more personal, important, or engaging than the development of a brand name. Serving as one of the most distinctive and foundational cornerstones on which a brand is built, brand name is the first impression, and the highest level expression of what a place, product, person, or company is all about. We explore how location, history, nature, contemporary cultural influences, and aspects of place shape the development of meaningful vocabulary, evolving these ideals into a name that resonates.

Brand identity encapsulates the essence of a brand and expresses its values and and purpose through a unique combination of visual elements, such as a logo, tagline, color palette, and typography, and verbal communication, like voice, tone, and messaging. A well-crafted identity infuses the brand with soul and energy, creating a presence that speaks authentically to its audience and leaves a lasting and timeless impression that not only reflects the brand’s vision and narrative, but also makes it memorable and distinct in the competitive landscape of the modern day.

A brand standards manual serves as a comprehensive reference that catalogs all elements of the brand vision and identity. It communicates the vision and purpose of a brand, converting team members into brand ambassadors, and outlines a set of rules and standards to keep your brand consistent, from marketing channels to the built environment.

A well-developed brand is versatile and can be seamlessly applied across various platforms. Our team specializes in taking brands from the conceptual to the concrete, creating award-winning activations in print, digital and architectural environments. With 25 years of experience in all aspects of design, our team is well-versed to bring your vision to life in any media, from printed matter, such as leasing kits, brochures and stationery sets, to digital environments such as  websites, social media and creative content.

Our speciality at RSM is the synchronization of the brand into the built environment. We focus on crafting brands that tell the unique story of a place, as well as have a strong ability to translate in compelling ways into three-dimensional space. In collaboration with architectural teams, our skilled designers work to seamlessly integrate the brand into the environment through thoughtful placemaking, wayfinding, and signage design.