Torgerson Design Partners

For Mostly Serious

After celebrating ten years, the architecture firm, Torgerson Design Partners sought to rebuild its brand, including a new logo and new website incorporating two new service lines, real estate and development. The second generation of TDP leadership helped to shape the overhaul that prioritized showing the creativity, modernity, and breadth of capability the firm now offered.

View the live site at tdp-arch.com.

  • Strategic planning & research
  • Branding and identity exploration
  • UX/UI design

SHOWING WORK

It was critical to showcase TDP's project work through robust case studies that help clients see the work firsthand. Parallaxing architectural sketches and gridded backgrounds emphasize the artistic planning that begins each project.

CALLING TO ACTION

Prospective clients are encouraged to reach out to the firm through a eyecatching call to action, featured prominently throughout the site. The custom form allows users to upload files and reach multiple areas of the company.

MAKING A CASE

Projects displayed functional, filterable relationships to service lines and industry pages throughout the site with category tagging. Team members could also be displayed as contributors on a project to further reinforce the expertise of TDP's creative and professional architects.

The Cutting Room Floor

Before beginning the website, we explored several conceptual new logo concepts that would represent the parent company brand, but also be flexible to represent the two new service lines beyond architecture: real estate and development. These logos didn't make it into the final round, but were an exciting exploration of "shapeshifting" cubist marks that could be reconfigured and recolored to represent each service line—and reinforced TDP's approach to be a compromising partner to clients that could adjust to individual client demands through its extensive services. The above were my concepts, but the final selected direction seen on the website was created by my colleague, Jessica Gottstein. I picked up her design cues from the logo on the UI design.

Credits

UX/UI Design: Jessica Kennon Spencer
Final Logo Design: Jessica Gottstein
Copywriting: Sarah Jenkins
Development: Chad Spencer, Maranda Provance
Agency: Mostly Serious

JKS