Brand Identity
We specialize in strategic logo and brand identity development grounded in storytelling, clear, intelligent design systems that communicate who you are and why it matters.
About brand identity
Clients come to Adams Design when a brand needs more than a logo refresh. Often it’s a moment of transition: a new development coming to market, a repositioning effort, a stalled project that needs renewed clarity, or an organization that has outgrown its existing visual language.
Brand identity, as we practice it, is the process of defining how a brand is experienced, visually, emotionally, and over time. It’s not about decoration or trend, but about authorship: creating a point of view that feels intentional, grounded, and capable of carrying meaning across every application.
Our work in brand identity is informed by context. Architecture, location, audience, and ambition all shape the systems we design. Whether the project is a waterfront residential enclave, a downtown lifestyle brand, or a hospitality destination, the identity must feel inseparable from the place and experience it represents.
Our approach
We design brand identities as systems, not symbols. While logos often become the most visible expression of a brand, they are only one part of a broader visual language that includes typography, color, imagery, pattern, and tone.
Our process begins with understanding what a brand needs to communicate, and what it should intentionally leave unsaid. From there, we build identities that balance restraint and expression, allowing brands to feel consistent without becoming static.
This approach is especially critical in environments where brands must live across physical and digital spaces. Identity systems developed for projects like One Harbor Shore, Liberty Wharf, and One Canal were designed to function seamlessly across advertising, signage, print, and real-world environments, always reinforcing a clear sense of place.
Identity as placemaking
Much of our brand identity work lives at the intersection of branding and placemaking. For residential, mixed-use, and hospitality projects, identity is often the first way a place is experienced, long before someone arrives on site.
We create visual systems that help define atmosphere, orientation, and expectation. In projects such as Battery Wharf, identity played a central role in repositioning a stalled waterfront development, while at One Canal, the brand was built around an elevated urban lifestyle anchored by skyline views and attitude-driven advertising.
In hospitality contexts like Sensing Restaurant, identity becomes narrative, setting mood, inviting discovery, and shaping emotional response through imagery, language, and restraint.
What this work includes
Brand identity projects typically involve the development of a complete visual system: logo refinement or creation, typography, color palettes, graphic devices, and guidelines for application. These systems are designed to scale across campaigns, environments, and time, supporting everything from launch communications to long-term brand growth.
Rather than prescribing a fixed aesthetic, we design identities that are flexible, durable, and deeply connected to their context, brands that feel authored rather than assembled.
RELATED PROJECTS
If you’re considering a branding project and want to talk through what’s possible, we’re always open to a conversation.