Blue Hour
Verbal and Visual Brand Identity
Challenge
When architects Kyle Sheffield and John Day left a prestigious East Coast firm to start their own, they rejected the idea of naming the new boutique firm after themselves. Instead, they created a brand that would transcend their names and outlast their tenure.
They sought a verbal and visual identity that reflected their expertise in high-end architecture and interior design as well as their uniquely collaborative and personal approach, where clients play an integral role in shaping their own spaces. As a new brand in a sector where reputation is everything, it was imperative to convey trust, professionalism, and longevity while evincing creativity and warmth.
Verbal & Visual Identity ―
Approach
Our work began with an extensive exploration of name concepts that would capture the essence of the work they aspired to: bespoke, timeless, and deeply personal. We focused on themes of atmosphere, light, and transformation—intangible yet powerful elements that define exceptional architecture.
We presented several names that rang true—while the founders were quickly drawn to the name Blue Hour, inspired by the two daily moments of transition just before sunrise and after sunset when the sky is bathed in a deep, luminous blue. It reflects a moment of serenity and clarity—the ultimate experience of a thoughtfully designed home. The name subtly summarizes the firm’s mission of creating spaces that feel timeless and deeply connected to their surroundings.
With the name in place, we set about developing a visual identity aligned with its meaning and the firm’s values. With such an evocative name, the logo needed to be balanced, leaning into the high-end clientele they sought to attract while also nodding to the firm’s inclusive and collaborative nature. We explored designs that subtly referenced the firm's initials while suggesting the elegance and mystery of the blue hour concept.
We selected contrasting shades of rich blue for the color palette, reinforcing the new name’s serene, atmospheric quality. These deep tones convey trust, longevity, and a sense of wonder. Successfully establishing the luxury positioning of the firm while maintaining a modern and welcoming feel.
Approach ―
Result
The Blue Hour identity has distinguished the firm in the competitive architectural space, signaling a shift in perspective with a fresh yet sophisticated approach. As its presence grows, it attracts discerning clients who align with its philosophy. By crafting a brand that balances timeless elegance with collaborative creativity, we helped Blue Hour make a bold entrance that sets it apart today and ensures its reputation endures well into the future.
Result ―
