Background & Challenge
Princeton Architecture has a legacy of rigorous design, theory, and innovation. The challenge is to honor its prestigious history while positioning the program for the future, celebrating its intellectual depth and evolving role in shaping architecture, technology, and the built environment.
Young Ones, ADC, Bronze [2026]
Young Ones, ADC, Merit [2026]
CA Awards, Winner [2026]
Graphis, Silver & Honorable Mention [2026]
Insights & Logo
The rebrand highlights SoA as a catalyst for fundamental, societal change. Key values became expansive, curious, analytical, and provocative, allowing students to critically assess design in terms of style, environmentalism, and ethics.
Based on the one-point perspective grid, the logo becomes a symbol of Princeton’s iconic Gothic architecture.
Graphic Generation
Princeton Architecture activates an instigative and contemporary branding system by pulling from fundamentally traditional systems such as perspective grids, mixed with modern systems such as CAD and expressive 3D renderings
Extended Collateral
This rebrand faces the challenge of speaking to two distinct audiences: students, who allow for a more expressive design language, and parents and donors, who require a more refined approach. As a result, the core branding and outward-facing collateral become more restrained, using subtle nods to perspective grids and full-bleed graphics.
Brochure
In reference to the Symposia lecture series, the brochure showcases featured architects and panelists through defined image treatments based on the one-point perspective grid. Captions respond to the design system, shifting between flush-left and flush-right alignment to create a dynamic visual rhythm.
Website Design
The website draws on the core branding across the collateral, using a professional layout with intuitive carousels and news feeds, and introduces a more fluid, expressive approach to showcasing student work with free-flowing layouts and interactive hover states.
Brand Guidelines
To create a complete brand system, the PSoA rebrand extends beyond the logo, graphic elements, and color palette. Instead, it establishes a conceptual shift in the tone and narrative surrounding the institution, creating a more cohesive and expressive identity.
Architecture as an instigator.
Takeaways
Research + Nuance
Becoming a “expert” in the topic allowed the project to have complex contemporary system but in an educated manor.
Next Project
Not Your Mother's
