PECK Architecture
branding a new reputation for a well established firm
CM Peck, Inc. approached Special Modern Design with a determination to shake a reputation of being only an engineering firm (reminding us that if you don't take hold of your reputation — someone else will).
CM Peck had never really done much marketing beyond building a website in the ’90s and creating some stationery. This is new ground for them, but they were having an identity crisis with a lot of questions: Are we an Architecture firm or an Engineering firm? Should we be separate entities? How should we present ourselves?
There is no question that PECK was, and still is, defined by its founder, Chris Peck. Educated in Architecture at UCLA, Structural Engineering at Princeton, and Civil Engineering at Lafayette College, he is well versed in all three disciplines which is rare in his field.
We started with strongly recommending that they simplify their name by omitting the 'CM'. We think that the simple wordmark alone (PECK) will not only garner more respect but provide the entire staff with pride. (Plus there is a wrestler named CM Punk which is a bad connection for them to have.)
The firm was stuck in a place where they couldn't see themselves clearly. It was time for clarification.
EMBRACE THE TRIANGLE
After so many iterations, we landed on beautifully consistent pattern with a heavy focus on the stability of the triangle.
a flash of concepts:
