Marking their 20-year anniversary, Woven Architecture set out to evolve their identity in a way that looked both backward and forward. The goal was more than a visual refresh—it was to distill the studio’s philosophy of design as a weaving of stories, place, and purpose into a timeless, adaptable system. The new identity needed to honor cultural heritage, reflect deep community ties, and support the studio’s vision for the decades ahead, bridging tradition with contemporary relevance in a design world that demands clarity and resonance.
Our process began with a circular monogram intertwining the letters W and A—a symbol rooted in Southwestern craft traditions and indigenous motifs, representing continuity, interconnectedness, and narrative depth. This circular logic informed every visual decision, from typography that echoed the logo’s curves to a color palette drawn from New Mexico’s clays, pigments, and skies. Working closely with founder Barbara Felix and in collaboration with FZK, who led brand strategy and communications, we translated this foundation across proposals, signage, project boards, and digital templates. The result is a coherent, flexible identity that carries Woven’s story into every medium without losing its connection to place.
The rebrand positioned Woven Architecture as a future-facing practice rooted in tradition. It created a strong, adaptable visual framework that reflects the studio’s values, celebrates its origin story, and resonates with both clients and community collaborators. With the new identity, Woven Architecture enters its third decade with renewed clarity and purpose.
Brand Strategy: FZK | Concept & Design: Newtide | Typeface: Area Inktrap & Baudot | Vienna, Austria, 2024
