Flewelling + Moody Architecture

Aug 8

branding a new reputation for a well established firm

We were hired at a pivotal point in the company's very long legacy, to create a strong brand that supports its specific move into the education arena — modernizing and erecting schools.

With over 200 employees across three offices, Special Modern Design was faced with some complex issues.

One challenge was to align opinions and get 22+ creative Architect Partners on the same page.

Flewelling & Moody was founded in 1928. Some of their most notable projects include the Beverly Hills Post Office (which is listed on the federal register of historic places), Caltech’s Millikan Library, USC’s Mudd Hall of Philosophy and USC's Olympic sized swimming pool.

I like to tell the story of our first meeting with the client which included about nine Partners (Architects) and a couple of Project Managers. As they entered the conference room one-by-one, I was handed their business card accompanied with an apology. It was clear the firm’s identity was not something they could be proud of. This made this project a personal journey to turn that around. — KK

Finding out: Who is Flewelling and Moody?

Honing in: The target audience and their personal concerns

We led their team of Architects and Project Managers through a series of workshops to identify and align on the brand spirit.

It was clear to us they were very professional yet wanted to be seen as more approachable. Less suits, more casual.

From giving out their personal mobile numbers to their clients, to casual interactions with them, there was no stuffiness in this highly revered firm.