Fletcher Joseph is a trusted architecture practice with more than thirty years of expertise in designing and delivering architecture that is useful, thoughtful, and built to last.
Client:
- Fletcher Joseph
Sector:
- Architecture
Services:
- Brand Strategy
- Brand Identity
- Website
A Brand for the Future
The challenge was to create a refreshed brand and website that felt timeless, strategic, and aligned with their reputation. Through stakeholder interviews, we discovered Fletcher Joseph is widely seen as highly competent, approachable, and a “safe pair of hands”. As they approached their 30th anniversary, they recognised their brand felt dated, lacked versatility and no longer reflected the scale or quality of their work.
The Strategy
This shaped a strategy of “bold humility”—a brand confident in its abilities but letting the quality of its work speak for itself. A key decision was to avoid common industry acronyms and always use the full “Fletcher Joseph” name for clarity and market distinction. The new identity features a bold, right-aligned wordmark reflecting their focus on “finishing well,” while graphic elements draw inspiration from technical drawings to reinforce their architectural credibility.
The Impact
The refreshed identity has given Fletcher Joseph a brand that truly reflects their scale, credibility, and approachable personality.
The new brand system has delivered tangible results:
- Internal Clarity: It provides the team with clear and consistent guidelines for all brand assets, eliminating previous confusion.
- External Credibility: The brand now positions Fletcher Joseph with a timeless, professional, and creative edge that is perfectly aligned with their reputation for high-quality delivery and reliability.
- Market Distinction: The identity is distinctive in the marketplace, helping the practice stand apart from competitors while reinforcing its architectural credibility.
The new brand has equipped Fletcher Joseph with the confidence and tools to communicate their value, supporting their growth and strengthening their legacy of architectural excellence.
