Brands to Buildings: How to think like an architect
2025 Webinars
•
56m
We are visual communicators who tell stories. We share the fundamental idea that brands and buildings are meant to be experienced. In this session you will learn to apply your curiosity to new problems. Utilizing the design principles and tools you already know and love, we explore the parallels between architecture and graphic design through grids, scale, content, program and more. In this session, Matt shares his insights from a decade of experience working with teams across the disciplines of architecture, conservation, branding and interpretive design.
Session Outline:
The lack of graphic design training and the frustration of graduating with a degree in architecture. Visual communication and storytelling were always central.
How architects are trained and their design process, referencing CHOP and the phases of a project.
Parallels between architecture and graphic design, including visual and structural grids, content and program, scale (logo vs. drawings), hierarchy and structure.
Complementary aspects of both disciplines. Branding and inhabiting. Both are experiential.
Room for co-creation and interdisciplinary work. A process that draws from principles of heritage conservation (social, cultural and historical value), branding (target market) and architecture (form, environment, spatial relationships).
Lessons learned through practice.
Principles currently being implemented in a new design practice.
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