We're proud to share new work for Halford & Pace, the London-based architecture practice with offices in Lisbon and Copenhagen.

Halford & Pace have been making buildings for forty years. They've shaped libraries, civic spaces, and a number of private commissions that we'll never get to see. Their work is restrained. Their old identity wasn't.

Our brief was to bring the brand back in line with the practice — to make the visual identity feel as composed as the buildings.

What we did:

A new wordmark in custom-drawn capitals, refined over six rounds. The proportions are based on a 1:1.618 ratio — the same ratio that appears in the practice's most quoted facade.

A typographic system anchored by one display weight and one text weight. No third weight. No italics. The constraint is the point.

A photographic direction that documents buildings the way the practice actually sees them — at human scale, in honest light, on overcast days when the architecture has to do the work.

A new website built around the archive. Forty years of completed work, organized by typology, photographed consistently, presented without theatre.

We worked with [photographer name TBD] on the new photography, and with [print partner TBD] on a limited-edition monograph that ships to the practice's clients next quarter.

What we're proud of:

The identity disappears into the work. Which, for a practice this disciplined, is the highest compliment we could pay them.

You can see the full case study here.