2024
Atlas & Pine
An architecture practice whose buildings were bolder than its letterhead.
- Identity
- Website
2×
new-project enquiries in the six months after launch
Demo site: these clients, results and quotes are fictional.
- Sector
- Architecture practice, London
- Year
- 2024
- Duration
- 11 weeks
- Services
- Brand identityWebsites
Results
- enquiries
- 2×
- projects documented
- 18
- page load
- 0.9s
The challenge
Atlas & Pine had spent twenty-five years building a reputation by word of mouth. A new generation of partners wanted public commissions, where juries look you up before they meet you.
Their site showed thumbnails. Their best buildings are about material and light, and neither survives a thumbnail.
What we did
The identity is almost nothing: a monospaced wordmark and a warm grey taken from their concrete. The photography does the talking, full-bleed, one image at a time.
Each project page reads like a site visit, from the street to the smallest detail, with drawings where a photo can’t explain.
Before and after
Drag the handle to compare the old site with the new one.
Timeline 11 weeks
- Workshop 2 weeks
- Direction 3 weeks
- Build 5 weeks
- Launch 1 weeks
What we delivered
- Identity and stationery
- Website and project archive
- Art direction for photography
- Proposal templates
What changed
- New-project enquiries doubled in six months
- 18 projects re-photographed and documented
- Pages load in under a second with full-screen images
“We were shortlisted for two public buildings in the first year. Both juries mentioned the site.”
