Purpose-Driven Design, Lasting Impact
We design spaces with purpose, built to endure the test of time. Whether a small tenant improvement or an expansive logistics center, every project is rooted in our mission to cultivate connection, support growth and leave a lasting impact. We are proud of our portfolio and the opportunity to bring our clients’ visions to life, creating spaces that will serve and inspire for years to come.
SFW Partners
Client: SFW Partners
Brand Design + Development | Environmental Graphics + Signage
Print Design + Development
Branded Environments | Interior Architecture + Design
Overview
SFW Partners’ new workplace was designed as a fully integrated extension of their brand across digital, print and the office environment. Gray led the effort from logo refinement through visual identity implementation, working closely with the interior architecture studio to carry the brand throughout the space.
Brand Evolution
The logo redesign carries forward the equity of the original identity while introducing a more modern expression. Care was taken to evolve the brand without losing familiarity.
Symbolic Expression
The updated three bar mark became the foundation for the design language. Its linear form reflects connection, central to the idea of “partners” and scales throughout the space to reinforce relationships, collaboration and growth.
Color Application
The brand palette was refreshed by building on the existing blue and expanding the range to introduce more depth and flexibility.
Design Direction
Color is applied across walls, glass and key areas to create a consistent but varied experience. Rather than relying on isolated feature walls, color and pattern are integrated into the architecture so the brand feels embedded in the space.
Glass + Pattern
Glass plays a central role in both the visual identity and spatial experience. High level color film creates strong moments on approach, particularly in the reception area, where bold graphics pulled directly from the brand establish an immediate visual impact. Patterned glass introduces detail at multiple scales, from fine textures to larger gestures, tying spaces together. Conference room names are integrated directly into the glass film, keeping signage simple and consistent.
Workplace Experience
Brand elements are expressed through material, pattern and scale rather than a single graphic feature. This creates variation across the space while maintaining a clear and consistent design language. A primary focus was translating SFW’s evolving identity that supports how they work day-to-day, with bold graphic moments, especially at the reception area, welcoming clients and employees.
Interactive Spaces
Collaboration areas were designed to support everyday use and flexibility. A custom magnetic board provides space for shared content and team communication.
“SFW Gives Back” is displayed through changeable magnetic frames, allowing content to be updated over time.
Summary
SFW Partners’ office brings their brand into the space in a direct and practical way. Interior architecture, graphics and signage work together to support daily use while reinforcing their identity. The result is a workplace that feels cohesive, flexible and closely tied to who they are as a firm.