Homeowners hire a way of thinking, but all they get to see is photographs.
An architecture practice sells thinking, the hardest thing to photograph. Sinh Vũ makes that thinking read as one through the name, the profile, the project photos and the website, so a stranger understands what sets you apart.
Three things first: a name and positioning that say what the practice stands for, a profile that tells a few signature projects, and a photo set shot by professionals. Those three help homeowners tell you from ten other practices.
One sentence stating which kinds of projects the practice takes on and how it looks at space.
A few signature projects, each stating the homeowner's problem and how the practice solved it.
Photos that show light, proportion and material, and state clearly which are renders and which are built projects.
All of them design architecture, but their clients and the way they get chosen differ, so the brand has to speak differently.
Their customersHomeowners building a townhouse or villa, usually once in a lifetime, who research very carefully.
Brand challengeShow homeowners that the practice understands how they live, and earn enough trust for the largest sum of their lives.
Their customersInvestors and businesses building offices, stores and factories, choosing through profiles and tenders.
Brand challengeA company profile that shows the team, the process and projects of the same scale, to make the shortlist.
Their customersClients arrive through acquaintances and social media, trusting one specific person.
Brand challengeBuild the brand around one person while leaving room to grow into a practice as the team expands.
These are the places architecture practices get passed over despite strong design thinking.
Every page shows polished renders, and clients can't tell built projects from concept drawings.
Pick a few built projects, tell the problem and the solution, and label clearly which parts are renders.
Start from this problemClients remember only the lead architect's name; when that person is busy or leaves, the practice loses its voice.
Settle early on a name and positioning broad enough for a team, then introduce the architect as part of the practice.
Start from this problemAt the first meeting clients ask how you work, and the practice answers differently every time.
Write one tight way of describing your philosophy and process, shared across the profile, website and presentations.
Start from this problemThe site is just a photo collection, with no word on which home types you do, what the process is or how to get in touch.
Group projects by home type, spell out the working steps and leave one clear way to book a meeting.
Start from this problemAt the shortlist stage. Homeowners filter a few practices through websites and profiles before booking a meeting. With a generic profile, a practice is struck off before it gets the chance to speak.
Touchpoints are the places where homeowners see, touch or hear about the practice. You don't need to do everything at once. These five decide most of the first impression.
It is what homeowners and investors keep, forward to others and set beside other practices' profiles.
Clients judge craft through photos before they talk.
Where clients look next after seeing photos on social media or hearing a referral.
It is the first time clients see how the practice presents an idea, so the way it is presented is also the brand.
Small things that travel with the practice to every meeting and every exchange.
Listed in the order to do them. An architect who has just gone independent can stop at step two or three; a practice with a team goes all the way.
Settle what the practice stands for and which kinds of projects it takes, so everything after says one thing.
Name, mark, color and type, tight enough to stand beside the work without competing for space.
A company profile and a proposal template that tell your signature projects.
A professional shoot for a few delivered projects, usable for years.
A website that groups projects by home type and leads to the meeting.
Sinh Vũ has not published a project for an architecture practice. The two below sit close in making reputation visible and in building a company profile for a construction company.
2005DDIC gave Sinh Vũ its value system of dedication and trust as a construction contractor, to translate into a brand identity system running from drawings to construction site signage.
The values of Tâm (heart) and Tín (trust) translated into a consistent mark: close to turning a practice's thinking into a recognizable image.
mcdi builds roads, plants and apartment towers across northern Vietnam, yet every branch presented itself its own way. Sinh Vũ built the handshake mark and the guidelines behind it…
A company profile and brand guidelines for a contractor with many branches: close to the profile of a building design firm.
The principles behind it
A personal name suits a practice built around one architect that wants to stay that way. If you plan a team or a handover, an independent name lasts longer. Decide early, because renaming later is costly.
There is no right page count. It should be short enough that the reader finishes it: usually a few signature projects with an introduction to the practice and its process. The remaining projects live on the website.
They need the core: name, logo, color, type and one tight profile. Not every printed piece yet. The rest comes once you have a team and more projects.
Right after handover, while the project is still clean and not yet overrun by belongings, and with a plan made in advance to get the homeowner's permission. Daylight and late afternoon usually give two different kinds of photo.
Yes, because renders show the idea. But label clearly which are renders and which are delivered projects, and give built projects the more prominent place.
Projects grouped by home type, an introduction to the practice and how it works, articles if you have them, and one clear way to get in touch. Each project carries a few lines stating the problem, not just photos.
A few lines about the practice, the kinds of projects you have done and what is holding you back is enough. Sinh Vũ reads and replies within one working day.