Gensler is the largest global architecture and design firm with over 3,000 employees and 43 offices in the Americas, Europe, the Middle East, and Asia and has received much aclaim for building the second tallest building in the world, the Shanghai Tower, Shanghai, China.
Hired to work in the Firmwide Communications group as the creative lead of the new identity, brand expression, and communications program. At that time Gensler was going through tremendous growth, especially in Asia and the Middle East and the existing brand and communications were not meeting the needs in those markets. Within my first two weeks I presented an argument in favor of a close-in approach to the identity but to develop a robust brand expression that would align with the people, culture, and exciting work Gensler was doing for their clients worldwide. As a result we expanded the team and scope.
The work shown represents two systems I designed, one utilized the final identity and the other a preliminary direction staging the wordmark in a changing color dot. The brand system had to work firm-wide, from marketers producing business development material to designers creating books, magazines, and interactive material. It needed to be highly flexible, be at home in multiple regions, and reflect the wide range of Gensler's expertise.
Mark Coleman, Director of Communications
John Parman, Editor and Brand strategy
Jan Lakin, PR Director and Brand strategy
Jane Brown, Design Director and designer
Mark Jones, Designer, identity designer
Jonathan Skulnick, Senior interaction and web designer