Omni
Building a brand as intentional as its architecture
Let's face it: Architecture can be boring. In an industry often defined by technical rigor and "work-first" mentalities, differentiation is rarely a strength. But Omni Architects is different. They balance high-quality design with genuine human joy. For over 50 years, they've designed intentionally for people and communities, yet their external brand felt transactional and robotic. We partnered with Omni to bridge the gap between their sophisticated work and their contagious culture.
Define
Our define phase began with face-to-face workshops to uncover the "microculture" that makes Omni unique. We spent time in their world — seeing their open office structure and hearing the inside jokes that keep the team connected. We learned that Omni's best buildings are designed with everyone at the table, yet their brand wasn't sharing that collaborative spirit front and center.
The primary strategic challenge was one of positioning: How do you present a 50-year legacy as a modern, human-centered firm? We dug deep into their "why," uncovering new core values that moved the conversation away from blueprints and toward the humans who draw them.
Design
The central question of the website redesign was: What comes first: work or culture? For Omni, they are inseparable. To recruit the best talent and attract the most visionary clients, we designed a homepage that offers clear, equal paths for both. We moved away from foggy navigation and created a user journey that allows visitors to choose their own adventure without losing the narrative.
Visually, we moved away from their previous bumblebee aesthetic toward a broader, more sophisticated palette that offers flexibility for the future. We also collaborated with Kong Productions to produce a short video that captures Omni at its core — confident, centered, and deeply invested in the people they serve.
Deliver
We delivered a new verbal identity and a custom website that functions as a high-performance vessel for Omni's 50-year story. By balancing their award-winning portfolio with the stories of their tight-knit team, the site validates their experience while proving they are great to work with.
By aligning their brand with their actual culture, Omni is now positioned as a leader that is both technically elite and refreshingly human. They aren't just designing buildings; they are designing the future of collaborative architecture.
Videography by Ian Friley
Sound by James Friley
