Buildings are for people and therefore should feel human
Client
Edwards White
scope
All Projects
Identity
Digital
Strategy
UI Design
Webflow Development
sector
Professional Services
The background
Edwards White Architects engaged us to develop a brand identity that better reflected the way they think, design and work. Their practice is grounded in context, collaboration and careful execution, but this depth was not consistently expressed across their existing identity or digital presence. The project called for a clear brand foundation and a system that could scale across all touchpoints, with the website identified early on as one of the most important expressions of the new identity. The core idea underpinning the work was “People places”. This reflects a belief in architecture as more than the admiration of finished objects, focusing instead on how thoughtful design enriches everyday human experience. Our task was to translate this idea into a coherent identity and a digital platform that could communicate both the work and the thinking behind it.
The Strategy
We began by establishing a clear brand platform grounded in people, place and process. This thinking informed both the visual identity and the digital approach, ensuring the two were developed together rather than treated as separate outputs. The identity needed to feel architectural and disciplined, but also warm and human, while the website needed to act as a frame for the work rather than a distraction from it. Digitally, the strategy focused on clarity and relevance. We structured the site around Edwards White’s key client groups — Residential, Commercial, Public and Interiors — acknowledging that each audience engages with architecture differently. The website also needed to provide greater insight into the studio’s approach, opening up space for process, sketches, conversation and behind-the-scenes content, rather than presenting projects as finished artefacts alone.
The Solution
The identity is anchored by a refined wordmark set in Ionic No. 5 Light, supported by Basel Grotesk for long-form clarity and legibility. The typographic system balances precision with subtle expression, reflecting the studio’s architectural approach. A restrained colour palette draws from material and landscape references common across their work, while allowing for more warmth and personality than the conventional black-and-white architectural norm. These elements are carried directly into the website design. The interface is deliberately restrained, using disciplined grids, generous spacing and clear hierarchy to let projects lead. Each client group page opens with a philosophy statement that establishes intent, then reduces on scroll to a concise three to four word expression, reinforcing clarity and focus. The website’s content structure was rebuilt around a flexible, filterable CMS that allows all projects to live within a single system. This provides consistency while accommodating variation in project scale and content. Projects can be short or detailed, and include photography, video, sketches, floorplans, citations and commentary without breaking the overall structure. Video plays a stronger role across the site, adding movement and depth, and the platform now provides a clear home for the studio’s podcast and ongoing conversations. The studio page places people at the forefront, reinforcing the idea that the work is shaped by the individuals behind it.
The Outcome
The result is a cohesive identity and digital platform that accurately represent Edwards White Architects and the care they bring to their work. The brand provides a clear, consistent foundation across all applications, while the website brings that identity to life in a way that feels purposeful and measured. Together, they allow the practice to present their work, process and people with greater clarity, confidence and depth, creating a platform that supports the studio now and into the future.
Credits
Ionic No 5 Light by MonoType
Basel Grotesk by Optimo
Aktiv Grotesk Condensed by Dalton Maag
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