An established, leading architecture firm Phoenix, AZ, APMI not only had a decades-long track record of credibility and excellence but an aspirational vision for the firm’s future. Part of that vision was to leverage the principals' design expertise to land new business and attract talent that values a design-first architectural partner. Thus, we pitched in on a comprehensive rebrand, including a new visual identity and brand system spanning digital and print touchpoints. We helped craft the brand narrative, headlined by "Design. Experience." Incidentally, the branding experience was itself a pleasure to design.

Visual Identity
Art Direction
Messaging & Copywriting
Print Design
Website Design


Website Development:
Grant Willingham

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Visual Identity

The new APMI logo is a custom, stencil-style logotype built on a contemporary, sans serif wordmark. Each letter in the name stands for a service offering. The A — for architecture — is set apart visually, to emphasize the firm's primary business, and to function as a secondary branding element when used separately as a monogram.

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apmi id guideapmi id guide

The APMI brand platform extends beyond logo and stationery to a variety of touchpoints, including marketing tools, forms, and notebooks, establishing a consistent and compelling brand experience.

apmi notebookapmi notebook
apmi formsapmi forms
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The initial impetus for the rebrand: the website. As a leading architectural firm, APMI needs a website not only that lives up to its own high design standards, but that showcases its portfolio of work in a clean, accessible, flexible format. We designed a responsive, custom site that will help APMI to attract prospective clients and talent while growing and adapting as needed.

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"After 35+ years in business, APMI wanted to create a clear brand identity and set our path for the next 35 years. We needed someone to help us navigate our rebranding process and give us the structure needed to make insightful decisions. Mister Jones was a perfect fit. Jay was very thorough, patient and a great partner to help guide us through our rebrand process." 

– Adam Siros, AIA, Principal, APMI