HKS is a global architecture firm based in Dallas Texas, with offices in 27 locations globally. Their reach is vast, and they are involved in some of the most incredible projects on Earth. However, they suffered from a disconnected brand that often differed dramatically by office/region and industry. HKS engaged us to transcend their differences, and to articulate a brand that was representative of the vast array of environments and materials that they create. We engaged in a deep and far reaching research phase, conducting interviews with key team members from each of their offices. We also interviewed many of their clients, as we worked to uncover what made them special and unique, but most importantly identifying the attributes that connect.

Honing their position.

We helped create an inspiration brand position that brought together the vastness and diversity of their work, but also the elements that connect them as a brand.

Implementing a branded-house strategy.

We turned the organization inside-out, transforming their previous house-of-brands approach into a branded-house strategy. The result was a complete, connected, and consistent look and feel which was more in tune with how they approach clients.

EXPRESSING THEIR HUMANITY. AS PART OF OUR WORK, WE WANTED TO FOCUS LESS ON STRUCTURES, AND MORE ON THEIR PEOPLE. WITH A POSITION OF “CREATING PLACES THAT ENHANCE THE HUMAN EXPERIENCE”, WE WANTED TO MAKE CERTAIN THERE WAS A HUMANITY PRESENT THROUGHOUT ALL WE TOUCHED.

Sharing their thinking. As part of the rebranding effort, part of the strategy was to create a knowledge-sharing culture. Through a deep collection of research and content on their website, we also created an initiative that was purely grassroots and approachable: Join Us.

FRAMING THEIR HISTORY.¬†ON THEIR 75TH ANNIVERSARY, WE LAUNCHED AN INNOVATIVE TIMELINE THAT SHOWED THE BRAND’S RICH HISTORY. WE FOCUSED ON HUMANITY AND CULTURE AND HOW THEY HELPED SHAPE THE RESULTING STRUCTURES.

Phire’s expertise not only on the technical side but also as a true brand consultant helped us achieve a key strategic goal: the transformation to a “branded house” from a “house of brands.”
| Scott Withers, Associate, HKS |