Wood has been the backbone of many construction projects from our earliest days, for framing, support, foundational and purely aesthetic functions. Abundant in supply and limitless in its beauty, it has been a valuable resource for centuries. However, it took somewhat of a backseat once concrete and steel became the darlings of the construction industry.
As many real estate professionals might tell you, investing in new commercial properties often requires vision: the ability on the part of the buyer to soak in a new space, set aside any current limitations, and embrace the potential transformation it can undergo given renovations or a refreshed workflow configuration.
Spending time on naming, branding, and telling a story within real estate projects can be paramount in setting tone and mood. It becomes an unsuspecting way to lock in expectations around experience, creating a moment of pause for all that encounter a brand's attributes. Antoinette Marie Johnson, CEO of Cohere—a select branding partner of our team—took the time to describe the process they bring to urban projects. And, the difference a deep dive makes when looking beyond a basic logo.
Looking back on our journey as a design studio, one of the biggest areas of growth has come in the form of our design process for client builds, but also for our own endeavours.
There's this great novel, Einstein's Dreams, that follows Einstein as he is working on his theory of relativity. Each chapter is just a small vignette of a dream he's had, lasting maybe 5 pages or less. They describe alternate worlds in which time passes differently. For example there is a dream about a set end date to time that everyone is aware of, one where "... there is no time. Only images," and another where time moves backwards.
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