Design Core

A leading Chicago architecture firm sought to transform its internal culture through the creation of Design Core (DC) - an in-house group established to mentor talent, encourage innovation and cultivate design excellence. Built on four program pillars, I created a brand identity based on the concept of reverberation symbolizing the propagation of ideas. This identity system was implemented across three key touchpoints: an events app, marketing graphics, and an annual monograph serving as both design documentation and an exclusive client gift. The initiative proved revolutionary dissolving traditional hierarchies and fostering organic collaboration. DC’s success set a new standard for cultural initiatives and strengthened the firm's position in Chicago's architectural discourse. The annual monograph itself become a celebrated artifact chronicling the firm's evolution in design excellence.