Introducing Olsson Studio

By Mark Derowitsch, Communications

Earlier this month, we rebranded The Olsson Studio to Olsson Studio. The rebranding efforts included more than just dropping one word from the name. We gave Olsson Studio a new look and feel, one we think will resonate better with our clients and emphasize Olsson Studio’s connection to Olsson. We recently caught up with Len Swartz, Site/Civil practice leader, to talk about the changes to Olsson Studio and how these changes are strengthening our position in the market.

Q: Why did Olsson Studio need a new name and what led to the final decision to just shorten the existing name?

Len: When we first started exploring branding options in January 2021, our goal was to position Olsson Studio as the expert in landscape architecture, planning, and design while also making sure everyone knows Olsson Studio is tied to a full-service engineering firm. This connection to Olsson is what really differentiates Olsson Studio in the market, so we needed a brand that would clearly convey that connection. We worked with an outside marketing agency to explore several different naming conventions and brand identities. But at the end of the day, we just didn’t want to lose our identity and the brand equity we had built in it. We also wanted something that continued to pay homage to Olsson Studio’s 100-year legacy. That’s why we decided to make just a slight adjustment to the name.

Q: What was the biggest “aha!” moment you took away from the process?

Len: We did a lot of legwork before we made any decisions. We talked to employees, our clients, and our leadership teams about Olsson Studio’s name, look, and feel. We also did a ton of research about Olsson Studio’s legacy, and we dug into some other design studios we regularly compete against. During this time, we kept hearing from our clients that the reason they choose to work with Olsson Studio isn’t because of the name. They choose to work with us because of our people, who they think are innovative, creative, and help them solve their most difficult challenges. It’s something we’ve always known, but it was nice to hear validation from the people who hire us.

Q: Are there any other insights about why you decided on the name Olsson Studio?

Len: In the past eight years, our team has built so much equity into our Olsson Studio brand that it proved to be impossible to walk away from it, to be honest. We’re extremely proud of the legacy of the work Ochsner Hare & Hare created in Kansas City and beyond, and with this change, we believe Olsson Studio will build on that work as we continue to expand our reach in the planning and landscape architecture industry.

Q: What other changes have we made to Olsson Studio?

Len: Olsson Studio has a new look that balances the Olsson brand with the studio’s vision, solutions, and creativity. We wanted a logo that is tied to the Olsson brand but offers a window that shows off the great work we do. This visual concept will be seen in every way we market Olsson Studio.

Q: Where do we go to learn more about Olsson Studio’s new brand?

Len: You can check out new brand resources for Olsson Studio, including brand guidelines, in the Brand Resources section on Oasis.

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