In 1967, Batey Gresham and Flem Smith became fast friends.
50 years later, the international architecture and engineering firm they founded, Gresham, Smith and Partners, continues to help communities thrive. Despite the firm’s long legacy of impact, their outdated identity didn’t match the quality of their work.
As the firm grew over time, a lack of definition and focus on the brand led to inconsistencies. To help them make unified strides forward as one company and one brand, we first took a closer look at who they are.
After 65 hours of customer interviews and getting to know the Gresham Smith culture, it was obvious that the firm’s history and future hinge on their two greatest strengths: its people and their creative solutions. Or what we would call...
Genuine Ingenuity
As we talked to more people, a new problem emerged. There was no consistency in how people referred to them. So, we simplified it.
Then we designed a strong geometric symbol, comprised of two parts: a half-circle and a triangle. Genuine. Ingenuity.
This concept of genuine ingenuity was applied across the identity, which began to form a smart, fixed but flexible system.
We also developed a voice and tone that is smart, approachable, passionate, clear and has a touch of fun.
Things Like
GS&P Designing Tampa International Airport’s ConRAC and APM
Things Like
GS&P Completes SCRP Report 99: Guidance for Treatments of Airport Stormwater Containing Deicers
Became
Redesigning how Tampa Airport passengers get on the move.
Became
A Case for Clean Water: How we helped a city meet compliance standards–and raise them.
“The Gresham Smith rebrand honors the legacy of our firm while signaling that we are moving forward as an organization and continuing our commitment to build trust, genuinely care for our staff, clients and community needs and provide creative solutions for our communities’ most vital institutions and infrastructure.”
—Al Pramuk, CEO