Sofroom’s reputation is based upon award-winning architecture and highly imaginative but carefully thought-through spaces that function beautifully.
Repositioning a world-class architecture practiceView
Softroom is an award-winning architecture and design practice who works across hospitality, commercial, cultural spaces and large-scale retail projects. We saw an opportunity to set Softroom apart by positioning themselves as a more dynamic studio.
While competitors conform in their communications, to what’s expected of an architect’s practice, Softroom thinks like real world visionaries. Their brand needed to inspire potential clients, peers, students and society with a presentation of a company who is willing to take risks and lead the pack.
Softroom’s work is anything but forced. It comes from a natural place of care towards the brief and an enthusiasm for innovation.
To showcase this, Softroom’s brand needed to feel more open, elegant and inviting. The logo features a wider font with strong foundations, conveying a sense of self-assurance and generosity.