A rebrand can sometimes be a risky and emotional proposition – will our clients and partners remember us and connect with our new identity? We view it as an opportunity for a reset, to open a window into our processes and better convey the growth and forward-thinking vision we have for our firm.

When it comes to choosing a name for one’s business and building a brand identity from the ground up, we sometimes can be at a loss for words in how to express our approach to design that’s simple, easy to remember, and reflects our motivation for creating the firm in the first place. Twenty years ago, “DSGN” was typical architect shorthand for “design,” and it was common to see it handwritten on drawings, in design notes and on plans. However, in the last five years, we’ve come to realize that the shorthand is not fully reflective of how our clients perceive us and the distinctive value we bring to them.

After years of feedback from our clients and industry partners, we have learned how our approach to design is indeed uniquely ours, and those perspectives were pivotal objectives to building our revitalized brand story. We involved our entire team to consider our brand and the services we offer, and we’re excited to announce that DSGNworks is now Vision+Architecture.

Getting to the heart of what “vision plus architecture” means to our team and our clients is central to our goals. We now have a very clear understanding of who our clients are, what they have come to expect from us and what our team provides for them.

What we heard from our clients is they value working with us as their architect and development adviser, whom they can trust to guide them through the various stages of qualifying the site to determine the highest and best use for their property, design, and financing. But our distinctive value is really that we are fully engaged throughout every single decision-making phase of a project, memorializing project design decisions that minimize the loss of knowledge during project phase transitions that often happen between design and construction. We maintain focus on both the vision and the financing to ensure the project is successful in returning the investment and fully realizing our clients’ dreams and objectives.

Our qualitative product goes much deeper than a beautifully designed building. Our human-centered design approach ensures the property is the best fit for the site, that it serves the surrounding neighborhood is functional and efficient, and that it includes all the qualities that will make the project marketable as well as financially viable.

Vision+Architecture is a practice built to serve developers – both their dreams and their bottom line – to realize their investment and achieve their vision.

In addition to the name, Vision+Architecture, our decision post-pandemic to move to a new, expanded office location better reflects our growth into exciting new service offerings, like AI for site feasibility, and expanding into additional geographic and conceptual markets. Our new studio provides additional space for collaboration and educational opportunities with clients and partners, like the TestFit workshops Abigal Katsoulis facilitates each quarter. Incorporating AI and other technological advancements into our qualitative decision-making improves the effectiveness of our design and adds value for our clients. We are not only a knowledge base for expert advice on a client’s development project, we’re also a physical place where clients, vendors, and partners can gather to share information.

Ultimately, this brand is the backbone of our business and supports our unlimited growth and potential. Our new name, colors, logomark, typefaces, and messaging open a world of possibilities, elevating our communications and documentation, and helping us to describe what drives our firm and where we place value.