BHDP ARCHITECTURE

IDENTITY DESIGN | DESIGN STRATEGY
Flexible identity system designed for BHDP Architecture allows them to stay up with industry trends.
Leaders in building design and interior design, BHDP wants to be competitive in a variety of different spaces. They specialize in leveraging the culture and the specific workflow of companies to achieve the best workplace design. They advise their clients on a multitude of services, and their portfolio changes constantly to accommodate industry and market trends.
Inner pages of services catalogue for BHDP. Left has brightly colored stripes, right page shows lab workers and text on white background.
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It is often the case that the broader your business model, the more neutral your identity and identity system should be. We conceived the BHDP identity system as a branching tree. Logo and tag line operate at the trunk level, with their website and broad brushstroke communications at the limb level. Finally, specific job documents and proposals are at the leaf-level.
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Printed materials showing white pocket folder and letter head with silver BHDP logo. Set on white backgrounds.
Silver envelope with BHDP logo in background against white. Foreground shows front and back of business card in silver matching envelope and white.
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The strength and flexibility of this identity system allows BHDP to customize their communications to fit specific needs. The modular system allows them to make adjustments efficiently and makes their presentations to clients more effective.
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Left: brochure with colorful stripes coordinates to specific departments. Right: grid of printed items including business cards and letterhead against white backdrop.
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UNIVERSITY OF PHOENIX

EGD | INTERACTIVE DESIGN | BRAND MESSAGING | SCULPTURE | EXHIBIT DESIGN
Integrated experiential and interactive design package brought the University of Phoenix story to life.
John Sperling, PhD, a Cambridge-educated economist, professor and entrepreneur, founded University of Phoenix in 1976 in response to the changing needs of the workplace. He strove to provide adults with the higher education they would need to meet these new demands. The times have changed, but University of Phoenix’ objective has remained the same–help people enhance their lives through education. They provide students access to quality education, ongoing support, and a range of resources to help them succeed. Though primarily serving students online, their innovated curriculum can also be accessed through their campus location in Tempe, Arizona.
Suspended sculpture at the University of Phoenix lobby is made up of series of tiles attached to thin metal rods. Tiles are red with facts in white text or image tiles of students learning.