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Award-winning studio Stitch Architects has unveiled a new visual identity and brand proposition that focus on the practice’s community-first ethos.

The new look and proposition, both through creative agency Mutts&Misfits, feature a sharp, geometric logo in Cut typeface complemented by copy in Gibson, and a primary palette of black and white, or sage with canary.

The brand reposition will be rolled out across all Stitch assets, including a new, 100% responsive website with animated click and scroll functions.

The visual clarity runs through into Stitch’s updated positioning, summarising the studio’s ‘Joined Up Design’ approach – a mission to create not just beautiful buildings, but enriching environments for residents to live and foster community within for years to come.

The refreshed positioning is unpacked through five new brand mantras:

• Walk the streets: The streets are where neighbourhoods are experienced and where we can connect with communities – time and genuine interest is needed to find out what makes them tick
• Agile not fragile: The need to be flexible and adaptable in response to stakeholder and community aspirations, so that their views are taken into account
• Experience before design: Set out to create delightful neighbourhoods rather than iconic buildings. Start with the user experience and work back to the design of the buildings
• Build common venture: Create partnerships with local people and organisations to ensure that communication is ‘from the ground up’
• Live social value: Tackle ingrained structural inequality and bring about real and positive change in neighbourhoods

 

Stitch was set up by director Sally Lewis in 2012, and is a studio of architects and urban designers. The housing and regeneration specialist has achieved unanimous planning consents for more than 1200 new homes over just nine years, playing a leading role in some of London’s largest regeneration projects including Acton Gardens in Ealing, the Old Kent Road in Southwark, and the Smaller Sites Programme for Brick by Brick in Croydon

Lewis says: “For many, 2021 will be all about wiping the slate clean – trying to see things in a different light following the challenges of last year. Our reposition distills our belief that thriving neighbourhoods are sewn together, not thrown together.

“Stitch’s starting point for designing a place is always the street – the pedestrian experience, the journey home, how the street scene feels. Our new look and messaging communicates what we know from experience – looking beyond project boundaries, getting under the skin of wider issues, engaging and being agile with ideas. All this presents a real opportunity for residents, planners and developers to participate in building real neighbourhoods.”

Brian Cooper, executive creative director at Mutts&Misfits, adds: “Stitch’s new proposition brings to life the studio’s commitment to creating spaces that enable communities to thrive. The studio really is unique in consistently rolling out schemes that embody Joined Up Design, and that was the starting point for everything through the new design – the geometric segments in the logo, for example, represent the components used to create physical places. In turn, the letters in the logo have been manipulated to create abstract, eye-catching wallpapers and animations across the website.”