hcma is a leader in sustainable, inclusive public building design. However, its brand didn't reflect the 40-year-old firm's commitment to using design to strengthen community bonds, putting people at the heart of the process to create positive, measurable change.

hcma’s communication design team created a new brand identity to move away from the stark, visual conventions of the architectural world in favour of a warmer, approachable look and feel.

The new logomark takes its starting point from that design process; the intangible moments of curiosity, the sparks of imagination, and the magic that happens when people from different backgrounds work together to solve a problem. The dominant strong outer rectangle is formed through disparate, unique letterforms, each playing its own key role in establishing balance and flow. Together, they form an analogy of hcma: a collective of unique individuals, with their own strengths and curiosities, that create a total greater than the sum of its parts.   
 
A core neutral colour palette pairs harmonious hues, tints and shades, while a composition pattern of silhouettes – humans, objects, nature – symbolizes the overlaps between projects, learning cycles, and disciplines.

Because so much of what we consume nowadays is through a computer screen, all elements of the new brand are designed to be tactile and tangible, evoking a sense of human connection. New notebooks with soft canvas covers come in a range of colours, while office coffee mugs – previously black and white and mass produced – are replaced by commissioned pieces by a local artist.

A package, including a broadsheet newspaper introducing the new brand identity, was sent to clients and staff during the relaunch for their enjoyment and to build excitement. The unexpected opportunity to sit down with a cup of coffee and read ‘the paper’ became the highlight of their day.