a CHANGE OF STATE
A new identity for a reassembled company of designers.
Copywriting, brand strategy
Morris + Company is an evolution of the acclaimed Duggan Morris Architects. The renewed practice brings together the individual strengths of founder Joe Morris with the talents of a wider company of designers, all committed to the adventure of making architecture collectively. Working with BOB Design, Free's brief was to distill and communicate the creative spirit of this reassembled office.
The central idea of the brand - 'a change of state' - echoes transformations in the practice's work and is the reference point for content which includes a tone of voice statement, guiding themes, profile text and content for a new website.
The words embody a company of voices with many individual tones and interests. Distinction is drawn between factual 'beat' content and more dynamic, subjective 'jazz' aggregated from many different sources which helps to de-objectify the architecture and place the focus firmly on human experience.