FitzGerald Branding
FitzGerald’s 100th anniversary - and their move to a new office - offered the perfect opportunity for a complete rebrand. The goal was to create something that would set them apart from other architecture firms, steering clear of the usual, predictable design tropes. The new branding was designed to feel approachable, friendly, and relaxed - just like the firm’s culture. This was by far the most extensive branding project I’ve taken on, covering everything from the logo and brand mark to print collateral, office graphics, and even wine coasters.
Logo & Logotype
To maintain familiarity and continuity for clients, the existing FitzGerald logo was refreshed rather than completely redesigned. A modern, clean typeface was introduced, with subtle customizations inspired by architectural drawings to give the logotype a distinctive, one-of-a-kind feel. A new logo mark featuring a highly stylized “F” was also created, adding a bold, graphic element to the brand.
Colors
Two versatile color palettes were developed to support the new brand. To reflect the company’s friendly and welcoming culture, the primary colors are soft, neutral, and approachable. A wide range of shades was selected to meet the needs of various marketing materials, with brighter accent colors included to highlight key information and draw attention where needed.
NEUTRAL PALETTE
COLORFULL PALETTE
ACCENT COLORS
Fonts
Just like the color palette, the typography was chosen to balance the clean, modern logo and to add warmth to the brand. A decorative serif accent font was introduced to bring a more approachable, human touch. It’s used sparingly - mainly for headlines or as a subtle design element. For body text, Roboto was selected for its excellent legibility and wide range of weights, making it versatile for both print and digital use.
Layout Examples
Selected design examples showing the implementation of FitzGerald’s new branding. The new “F” logomark offers plenty of opportunities to serve as a bold, graphic element throughout various applications - from print and digital materials to environmental graphics and merchandise. These examples demonstrate how the brand’s core elements come together to create a cohesive and flexible visual identity.
Environmental Graphics
The move to FitzGerald’s new office offered a unique opportunity to seamlessly integrate branding into the space from the very beginning. As part of the team responsible for the office design, I was involved in selecting finishes, designing environmental graphics, signage, and display walls. The result is a cohesive experience - where clients can see the brand’s design language carried through everything from business cards to meeting room wallpaper. It’s a reflection of FitzGerald’s holistic approach to design and commitment to design excellence.
…and many more
The FitzGerald rebrand extended well beyond logos and office graphics. It also included a wide range of practical tools and marketing materials - RFP templates, presentation decks, digital and printed brochures, and case study layouts. Branded banners and fun merchandise were also created to support events and outreach efforts.
This was truly a comprehensive branding effort - thoughtfully designed to cover every touchpoint, and to reflect FitzGerald’s identity at every level.