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Welcome change: SJB launches new website and brand strategy

Rebranding the practice, without rebranding the logo, SJB has launched a new brand strategy, creative direction and identity that expresses the diversity of its perspectives, people and ideas.

Welcome change: SJB launches new website and brand strategy

Frederic, Cremorne.

Since its inception almost 50 years ago, SJB has been in a constant and welcoming state of evolution. Starting from their initial premise, where the idea of a family was central to the unique model, the company has shifted as any family does.

SJB now recognises a different model in that it is effectively a collective of experts working collaboratively and separately as a multi-disciplinary practice that embraces architecture, interior design, town planning and urban design. “SJB is an industry leader, from built form outcomes to our inclusive and progressive studio culture. Our updated brand is a celebration of who we are and reflects our shared values,” says Andrew Parr, Director, Interiors, SJB.

SJB launches its new website and brand strategy
Quay Quarter Lanes, Sydney.

From parental leave to CareerTrackers, CareerSeekers, Jigsaw, Architects without Frontiers, Perspectives Events or Champions of Change, the company has positioned itself at the forefront in shaping a more sustainable and inclusive place to work: “We recognise that participation requires passion to make change sustainable. We encourage our team to devote time to endeavours that enrich community life, support those in need and challenge the status quo. In the busyness of our studio life, we believe that by creating a framework that permits time to be part of the community, small incremental gestures can contribute to a better world,” says Adam Haddow, Director, Architecture, SJB.

Jonathan Knapp, Director, Urban, SJB believes it is imperative to be future-ready in terms of both architectural response and attracting the designers and architects, planners and strategists of the future: “We have built a reputation for bringing enthusiasm, creativity, and personal commitment to every commission whether it be the interior design of someone’s home, or planning the revitalisation of an entire site… The beauty of our model means that SJB is ripe for the taking for the emerging generation of designers, and growth is always on the horizon. In 5-10 years, we could absolutely be setting up in a new city, offering a new design service or defining new typologies of work,” says Jonathan Knapp, Director, Urban, SJB.

SJB launches its new website and brand strategy
Peninsula Residence, Mornington Peninsula.

In keeping with this philosophy, the new SJB website is far more human-centric. Beyond the aesthetic changes, notable key shifts are seen in SJB acknowledging and celebrating authorship of work by its leaders, collaborators and clients, are similarly lauded. Expanding its world further, industry experts have been invited to share essays and thought pieces on a new Perspectives page: “As we reflected on what our brand was trying to achieve, it was simple – to empower our people. Beyond business development, industry relations and winning great work – it’s about who is choosing to come to work for SJB and giving them the tools to build for a more inclusive and sustainable world,” says James Kennedy, Communications Manager, SJB.

It is rare that a rebrand doesn’t involve a change of logo, however, the chubby train of letters is such a wonderful industry icon and so loved that it would have been a great shame to see it go. “On the one hand – it’s potentially illegible for those not in the know, but on the other – it’s totally distinctive, eschewing the sans-serif minimalism of our industry and offers a marker for who we are. Love it or hate it – the blob, as it’s affectionately referred to in our studio, stays,” says Fiona Coakley, Director, Architecture, SJB.

SJB launches its new website and brand strategy
Flinders Street, Melbourne.
SJB launches its new website and brand strategy
Cleveland Rooftop, Redfern.
Tapestry, Collingwood.
SJB launches its new website and brand strategy
UNSW Bookshop, Kensington.
SJB launches its new website and brand strategy
Casba, Waterloo.
SJB launches its new website and brand strategy
Langridge Street, Collingwood.
Reservoir Street, Surry Hills.
SJB – Sydney Planning Studio.
SJB – Sydney Design Studio.
SJB Melbourne Interiors Studio.
SJB – Melbourne Architecture Studio.

SJB
sjb.com.au

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