O'BRIEN ARCHITECTS
Brand Guide
For Use in Identity Branding, Advertising, Print Materials, Apparel, Web Properties, & All Company Culture initiatives
UPDATED JANUARY 12, 2021
Contents
01
INTRODUCTION
02
GUIDING PRINCIPLES
03
PERSONALITY
04
IDEAL CLIENTS
05
MESSAGING THEMES
06
VISUAL LANGUAGE
01
Introduction A strong brand is one of the company’s most important assets. Our brand has the opportunity to ignite enormous market visibility and customer loyalty – both of which effect your bottom line as baseline experiences that impress customers with every single touchpoint. That’s why it is abundantly important to craft every interaction with thoughtful intent and consistency.
Building a strong brand requires establishing rules and standards across all platforms. This guide outlines accurate positioning, colors, sizes, fonts, and core messaging themes to help O'Brien Architects speak, emote, and display itself with a confident message.
Founded in 1974 by Jack O’Brien, our firm was built on the idea that people can achieve like a team and still treat each other like family. The family has grown, but our culture remains surprisingly unchanged. That’s because we take care to work with people who share and support our values.The family-based firm has a long-standing reputation for its innovative design solutions with unique visioning and animation services. With more than 4,500 projects completed nationwide, O’Brien Architects serves clients in a variety of market sectors including: office, multi-family, retail, mixed-use, industrial, assisted living, healthcare, civic, and interiors.
02
Guiding Principles
Guiding Principles shape the company culture. Every strategic decision can flow through this as a filter that purifies the focus of your efforts. Some choose to display these boldly and proudly in prominent places and certain spaces that face clients.
O’Brien Architects embodies the character of its founding President, Jack O’Brien. His emphasis on integrity, respect, and service has shaped our corporate culture. By adhering to this value system, our team has established a loyal client base and has developed professional relationships that span decades. Our work is challenging. We push ourselves to be excellent at it and have a good time doing it. We create an experience with clients that is creative, friendly, professional, and open.
OUR MISSION
Make Great Moments. We exist to create "O'MG Moments" What does that mean? It means we are intentional with our client experiences from start to finish. Our work is not simply about the designs we create, it’s about all of the human interactions in between. Every encounter is an opportunity to create a memorable moment. Those moments can inpsire us towards our future, and they are powerful reminders of our rich history. Since 1974, memorable stories with our clients, and with each other, have become the color, texture, and pattern that makes O’Brien a beautiful place to be.
THE VISION We will be known for delivering thoughtful design with practical results and lasting impact. thoughtful design + lasting impact + practical results = O'MG!
SHARED BELIEF When we say...
01
ALWAYS CURIOUS
It means... Self-starters, continuous learners, and questionaskers push themselves and others to get better. Values: Excellence, Service
02
EQ ELEVATES
Thoughfulness is more than an approach to work. It finds creative solutions to problems and empathetic interactions with others. Values: Self-Awareness, Respect
03
NO SOLO ARTISTS
Team players build meaningful relationships with coworkers and clients, value community and collaborate to elevate. That means big egos aren't allowed. Values: Collaboration, Trust
A shared belief system is at the core of a strong culture. Our beliefs align to a desired outcome, and our actions are a reflection of these guiding principles.
SHARED BEHAVIOR When we say...
01
DESIGN TEN
"Big Design without Big Egos." It means...
We move with speed but not in haste. We take time to look at the opportunity from different perspectives and see creative solutions that are missed by others. Value: Communication, Creativity, Problem-Solving
02
HIRE HEART
We invest in people with great character who are willing to develop and grow new skills by collaborating and learning from each other. Value: Service
03
SHARE THE WINS
We design in community so the credit belongs to the team as we work intentionally to elevate and celebrate the wins together. Value: Integrity, Humility
Our behavior is motivated by our beliefs. By aligning our actions to our words we can move toward our vision and accomplish our mission.
03
Personality
The more you can clarify your brand's personality, the more trustworthy and cohesive your brand voice can become. By understanding and using archetypes as a guiding framework, branding choices can become easier, communication will come more naturally, and valuable ideas and creativity begin to flow.
BRAND ARCHETYPES Everyone loves a good story. Throughout human history, authors and storytellers have used archetypes as building blocks to craft a story’s typical set of characters along with the events that ensue. Archetypes are instantly recognizable and relatable, reminding the reader of people, events, and story lines parallel to what’s experienced in the real world.
Defining a brand through the application of archetypes achieves the objective of resolving brand inconsistencies and enhancing trust with users. Archetypes aid in the creation of a congruent brand story and value journey, while igniting intuitive and emotional understandings of the brand, internally and externally.
In other words, identifying a closely-resembling archetype helps all members of the O'Brien 'family' communicate and emote in a consistent way, thanks to a brand that is humanized as a specific character type.
BRAND ARCHETYPES
THE ARTIST
"We See What You're Saying." The Artist has the ability to make the ordinary into the extraordinary. Able to form the passion of expression into physical shape, the Artist sees beauty in everything, from the grandest expression to the smallest idea. Strengths: Expression. Creativity. Focus. Inspiration. Unorthodox perspective. Channeling the human experience into tangible forms.
The Servant focuses on helping remove obstacles and assisting others in reaching their objectives.
THE SERVANT
THE INNOVATOR
Strengths: Service, Ability to Listen, Empathy, Awareness, Commitment to the Growth of Others, Talent for Community Building, Humility, Persuasion, Stewardship, Openness.
The Innovator thrives on change and would rather ask "Why Not?" than "Why?" Taking wild and frequent risks, the Innovator makes unexpected connections that shift the status quo. Strengths: Cross-pollination. Idea generation. Inspiration. High intellect. Curiosity.
Brand archetyping helps personify the brand. The goal is to develop and refine core characteristics that shapes your tone of voice and 'style'.
PRINCIPAL ARCHETYPE
ARTIST SUPPORTING ARCHETYPE
SUPPORTING ARCHETYPE
SERVANT
INNOVATOR
O'BRIEN'S BLENDED ARCHETYPE
"The Insightful Interpreter" MANIFEST THE EXTRAORDINARY
ENHANCING LIVES
MYSTERIOUS POWER OF PERCEPTION
The Insightful Interpreter sees the hidden layers of artistic opportunity in the ordinary. Through boundless curiosity and deep emotion, their work ignites insights and moves others emotionally and physically.
The Insightful Interpreter is grounded in a humility that drives them to contribute to the community. They possess a talent for listening to what is important and applying their giftedness to help others achieve their goals.
The Insightful Interpreter has the ability to “see around corners.” They view the impossible as a challenge, asking “why not” as they spot trends with an attractive curiosity that becomes a catalyst for creating what is not seen by others.
04
Ideal Clients
PERSONAS Buyer personas help you stay focused on your ideal clients. Creating personas gives you that unique opportunity to see your business from their vantage point. You get to know their goals and motivations, as well as their fears and frustrations. When you prioritize your personas, you start thinking differently about your brand.
CLIENT PERSONA
"Developer Debra"
Partner / CEO
45+ Years Old
Family is integrated into the company holding multiple leadership positions
Excellence is the standard and worth the price to her
The brand is built and the building must protect and reflect that brand
Has experience developing projects but is still open to the opinions of others
Possesses a love for the arts that causes her to support the community
Debra is the leader of a development company that has a defined brand and is committed to developing spaces that promote that brand. Debra's company is multi-faceted, developing projects ranging from retail to multi-family and beyond. There is a legacy of leadership in the company with family members occupying different positions. Unlike many developers, they hold on to their properties and see the legacy in what they are building. They are creating spaces that border on iconic with a commitment to developing spaces that are unique experiences with a heavy infusion of the arts. Debra knows what she wants, but welcomes collaboration from others who are committed to developing the brand legacy of the company.
NEEDS + MOTIVATIONS
After years working together, she no longer feels her projects are getting the attention and talent they deserve from the current architect. Her projects are getting "passed around" in the firm and the architects on the project are no longer the top talent. The personal touch is not what it once was showing up in slower responses and designs that lack a high level of thoughtfulness. She is frustrated because she's committed to significance in all her developments, but the current architectural firm isn't making her feel significant. The next project represents the brand they have been building for years and must reflect the excellence in their brand. She believes her project deserves someone who is passionate about building a work of art that becomes a staple in the community. She believes you can't compromise or take shortcuts for developing iconic brands or buildings.
VALUE POSITION EXAMPLES
Persona: "Developer Debra" PERSONA SEGMENT
PROBLEM TO SOLVE
PRODUCT/SERVICE
PERCEIVED VALUE / SUCCESS
Iconic Brands and Developers
Feel passed around and undervalued
Attention and communication their projects deserve
Get an O'MG project and an O'MG experience
Developers with projects as big as their brands
Forced to fit into their current architect's box
Personalized approach that brings out their brand's best
See their vision come to life
Fresh ideas that feel connected to the developer's brand
Developers known for creating great customer experiences
Not receiving a great experience from their architect
An inviting and collaborative process
Monumental projects and experiences
Value Proposition Chart. It’s helpful to communicate with your audience in a way that’s custom-tailored to the problem you solve. Use this chart to determine how to give quick positioning statements to certain audience members that speak to their specific needs and desired outcomes.
12 Cowboys Way Frisco, TX Completed 2020
Size: 17 Stories / 158 Units
The Star
Frisco, TX Completed 2015 (in progress) Size: 91 Acres
Charlotte Jones Anderson DALLAS COWBOYS
"O'Brien is about incredible architecture. They are an amazing team who works tirelessly, who burn the midnight oil. You talk about people with passion, they are a passionate team. O'Brien has lead us on an epic path of greatness. We are excited to continue with our partnership with Sean and his team."
CLIENT PERSONAS
"National Account Alex"
Regional VP of ConstructionÂ
35-45 Years Old
High EQ helps him balance relationships with achievement
Travels a lot for his job, and represents the company at Town Hall Meetings
Has climbed the corporate ladder with a reputation for getting things done
Has experience developing projects but is still open to the opinions of others
Responsible for expanding distribution centers throughout the nation
Alex works for a large, national company with industrial buildings spread throughout the country. They are either rapidly expanding or they are consolidating into central distribution centers and have pulled in Alex from another company to help. Alex is climbing the corporate ladder, and comes from a construction manager background. He has made a recent move into his current position as a promotion. He is now overseeing the real estate side of his company for an entire region causing him to travel frequently. Alex is able to build relationships with a lot of people while pushing hard to get things accomplished. He is comfortable being the face of his company in Town Hall and City meetings where his company is expanding into a new community. Alex is clear about what he wants and expects those he works with to be clear about what is expected of them. He moves quickly and expects those he works with to be able to adjust and move quickly too. He wants to say it once, and expects those who hear it to make it happen.
NEEDS + MOTIVATIONS
The company has multiple projects going at the same time and needs a consistent brand for their buildings. He has too many different architects working on buildings so decisions are not getting disseminated and implemented consistently. His current architects lack the responsiveness that Alex expects and they're not following through with the decisions Alex makes. He's tired of working with different architects because he has to build the relationship and recommunicate the standards. His current architects cannot move at the speed Alex moves because they don't have a dedicated team. They need an architect licensed in more states nationally so they don't have to keep finding new architects to cover new locations.
VALUE POSITION EXAMPLES
Persona: "National Account Alex" PERSONA SEGMENT
PROBLEM TO SOLVE
PRODUCT/SERVICE
PERCEIVED VALUE / SUCCESS
Brands scaling a national footprint
Tired of managing a bunch of different architects that move too slow and can’t seem to get the brand standard right
Dedicated account team
Deliver with speed and consistency
Construction teams rolling out a large national footprint of industrial and mixed-use buildings
Tired of having to communicate with multiple architects who can't keep consistent standards across multiple projects
Responsive, diligent, and dedicated account team
Simplify communication so you can build with speed and consistency
Frustrated by working with a bunch of different architecture firms that struggle to be responsive and design to a consistent brand standard
Consistent standards across every project
Build predictable results with speed and consistency no matter where you grow
Value Proposition Chart. It’s helpful to communicate with your audience in a way that’s custom-tailored to the problem you solve. Use this chart to determine how to give quick positioning statements to certain audience members that speak to their specific needs and desired outcomes.
Let's Grow Your Brand.
We've earned industry recognition over the years, but we value the client stories they represent most. Our clients tell us they appreciate our experience. We’ve navigated all kinds of projects, and along the way we’ve developed an effective method of getting things done. We lead, but we don’t force our ideas onto your project. Instead, we invite clients to participate in our creative charrettes. We check our egos at the door and no idea is out of bounds. We avoid working strong ideas into the ground or applying a “signature style."
Village at 121 Plano, TX Completed 2020
Total SF: 121,000
Shawn Fulham LINCOLN PROPERTY COMPANY
"O'Brien has been a truly invaluable partner for Lincoln Property Company over the last 30 years. They have a comprehensive understanding of master planning, mixed use, and all the individual uses and components that make complex projects successful from both a design and financial standpoint. They have a long history of success, and always continue to stay on the cutting edge of design and development."
CLIENT PERSONAS
"Boutique Brokerage Brad"
VP of Construction / Project Management
50+ Years Old / Married with older/adult children
Highly experienced in commercial construction with impressive and well respected showcase projects
Brad works for a well respected, mid-size CRE brokerage as the Project Manager. He is well respected in the industry with a long career boasting an impressive list of showcase projects. Having already climbed to the top, Brad continues to work on big projects because he likes what he does and loves the people he works with. He is quick to give praise to those around him and eager to invest in younger teammates to help accelerate their career. Brad is well organized and a good leader who guides his team through the process while still being open to input from others. His high EQ makes him highly likable and his work hard/play hard mindset has built a large network of relationships. The brokerage is developing a reputation for beating out the "big brokerages" for some of the most attractive deals. They are a disruptor that is providing exceptional customer experiences. They are a "small giant" and like working with other "small giants" to change the CRE game.
NEEDS + MOTIVATIONS Values relationships as much as the work in this stage of his career
Works for a high culture firm that is about more than just chasing money
Brokerage sees themselves as a disruptor to the current status quo
Brokerage might be described as "boutique" but they win big deals
At this stage of his career, working with a "Starchitect" is not worth the headache, but he still needs to deliver a "wow" project. Doesn't want to repeat past mistakes of working with big egos. Believes "Big Wins" are better when they're accomplished with people you enjoy. Newest project could be the capstone of his career to cement his "legacy," so he wants to get it right. Doesn't want to make a "safe" choice, but needs a reliable team. Showcase projects are difficult to manage. Wants to assemble a team that is hungry and capable, and avoid his project getting passed off to anything less than the best team. Wants to capture bonus compensation tied to meeting timelines and budget details while delivering an iconic project that protects his reputation.
VALUE POSITION EXAMPLES
Persona: "Boutique Brokerage Brad" PERCEIVED VALUE / SUCCESS
PERSONA SEGMENT
PROBLEM TO SOLVE
Established project managers who value the quality of the people they work with
Needing to build a new team to deliver on a BIG project
Listen to what's important and collaborate as a team
Deliver amazing projects and still want to grab a beer to celebrate when it's done
Project managers who work on high-profile projects
Tired of dealing with "Starchitects"
Collaborative team with fresh ideas
Ideas that are as big as your project
Project managers with a track record of success with BIG projects
Need a new team to deliver on a new opportunity
Collaborative and responsive architects committed to thoughtful design
O'MG projects that can be celebrated as a team
Project managers who have built a reputation of leading teams to deliver iconic results
Frustrated with the stale ideas and big egos of their current team
Team that brings fresh creativity and collaboration
So working together is as big a win as the work we do together
PRODUCT/SERVICE
Better design with less ego
Value Proposition Chart. It’s helpful to communicate with your audience in a way that’s custom-tailored to the problem you solve. Use this chart to determine how to give quick positioning statements to certain audience members that speak to their specific needs and desired outcomes.
05
Messaging Themes
SLOGANS + TAGLINES This is where you make bold brand promises in seven words or less. These are a growing list of approved marketing-speak slogans and taglines, boiled down from our principles, personality, and positioning.
See Your Vision Come to Life.
See Opportunity in the Ordinary. Go From Predictable to O'MG.
Legacy Projects with Less Stress.
You'll Actually Enjoy the Process.
Scale Your Buildings as Fast as Your Brand.
Iconic Project Experiences You'll Enjoy.
We See What You're Saying.
Design Experiences for Iconic Brands. Monumental Experiences + Projects.
Speed and Consistency No Matter Where You Grow.
Let's Build Your Brand.
Build with Speed and Consistency.
Ideas as Big as Your Projects.
Your New "Go-To" Player.
It Shouldn't Feel Like Your First Project Every Time. Big Design Without Big Egos.
06
Visual Language
The brand standard for O'Brien Architects draws maximum attention to its portfolio of work (illustrations, concepts, and images) by minimizing distractions caused by competing color themes, fonts, and unnecessary decoration. The result is a minimalist black and white aesthetic with restrained color carefully selected from showcase imagery.
LOGO
COLOR
TYPOGRAPHY
The O'Brien aesthetic is driven by a minimalist palette of monochromatic values from white to charcoal. Project photography and renderings are used to breathe life into our visual outputs. The darkest shade of gray is almost black and can be used to color smaller elements (like text and buttons). It also gives good contrast on white background for emphasized elements. Blue accent color is used sparingly.
CMYK: C 0% M 0% Y 0% K 0% HEX: #FFFFFF RGB: RGB (255, 255, 255)
Poppins Family
Poppins Bold Poppins Medium Poppins ExtraLight ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$<>? abcdefghijklmnopqrstuvwxyz
CMYK: C 0% M 0% Y 0% K 5% HEX: #F2F2F2 RGB: RGB (242, 242, 242) CMYK: C 0% M 0% Y 0% K 10% HEX: #E5E5E5 RGB: RGB (229, 229, 229) CMYK: C 2% M 1% Y 0% K 31% HEX: #AEAFB1 RGB: RGB (174, 175, 177) CMYK: C 3% M 2% Y 0% K 45% HEX: #88898C RGB: RGB (136, 137, 140) CMYK: C 4% M 1% Y 0% K 58% HEX: #686B6C RGB: RGB (104, 107, 108) CMYK: C 60% M 40% Y 40% K 100% HEX: #181818 RGB: RGB (24, 24, 24)
CMYK: C 81% M 20% Y 0% K 31% HEX: #218EB1 RGB: RGB (33, 142, 177)
Gotham Family
GOTHAM BOOK GOTHAM LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$<>? abcdefghijklmnopqrstuvwxyz Lato Family
Lato ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$<>? abcdefghijklmnopqrstuvwxyz
STATIONERY / PRINT STYLES
DIGITAL PRESENCE
SOCIAL STRATEGY Pulling all the pieces of your purpose, personas, personality and value propositions together, we create outward facing messaging that feels connected to who you are, who your clients are and how you are uniquely positioned to serve them. Highlighting projects and events will be a foundation for sharing the story of the work O'Brien is doing and the relationships involved in the work. Commenting on industry specific articles will allow O'Brien's insight to be shared. Celebrating the company culture will build the foundation for attracting the next wave of talent to O'Brien.
SOCIAL MEDIA STARTERS
CASE STUDIES + WINS
PROMOTION
TESTIMONIAL
PROJECT HIGHLIGHT
WHO IS O'BRIEN
HAPPY BIRTHDAYS
PROJECTS
CULTURE
EVENTS
SHARED ARTICLES
INVITATION
RECAP VIDEO
DALLAS MORNING NEWS
BISNOW
FUN + SOCIAL MEDIA HOLIDAYS
FAQ
SOCIAL STYLE
O'BRIEN ARCHITECTS 5310 Harvest Hill Rd #136, LB 161 Dallas, TX 75230 972.788.1010 info@obrienarch.com
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