How one architectural firm’s human-centered brand refresh stayed relevant—and aligned with its design philosophy—two years after launch.

BY GORAN PAUN

[Photo: Getty Images]

Two years after a brand refresh, the launch buzz is a distant memory. That’s when you see if the changes really took root. Some brands keep building on that momentum. Others drift back into old patterns without even noticing.

We’ve seen both outcomes over the years. Legat Architects—a client we partnered with on a brand refresh—gave us a rare chance to follow their progress for a full two years. It was a front-row seat to what makes a brand last beyond its debut.

From the start, our goal wasn’t just a new look. We wanted to shape a human-centered brand that reflected Legat’s own human-centered approach to architecture. In their world, design is about how people actually experience a space—how it feels, functions, and fits into daily life. The brand needed to work the same way: Grounded in empathy, built for connection, and easy for people to engage with.

Long-term staying power takes more than a strong start

There’s usually a quick burst of attention after a refresh—Legat saw it, too. But that kind of excitement fades fast. Some design elements remained. Others? We nudged them here and there to keep pace. None of it was rushed. Every change was deliberate, part of a steady plan to keep........

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