Australia based Taiwanese architect Andy Chung had a very clear objective on his brand refresh. He needed a new brand that would give him a new reputation to go with the new team that he has formed. He also wanted an online strategy with the aim to broaden his service area internationally (especially in Chinese region) and gain more exposure locally.
Just like other stubborn architects, (hello to all architects out there, you guys are stubborn for perfection) he was very attached to his old logo and wanted to bring along the shapes, structure and use of negative space into the new branding. We loved the idea of the structural shape and negative space, we soon identified the biggest problem which was the lack of legibility and focused on solving the problem.
We explored a little more about his services and the work he specialises in. ‘On’ is his shortened name in Taiwanese 安, which means ‘safe’ and ‘comfort’. OnArch provides the space of comfort and a domestic sanctuary, we wanted to translate that idea into a compelling brand story.