Welsh + Major

THE PROCESS

The core of the new identity is built around an original monogram: geometry with a twist. This symbol serves as a visual metaphor for their intersectional approach to head and heart, purpose and play. By removing 'Architects' from the name, we opened the door to their broader design capabilities, pairing the new symbol with a bold, contemporary wordmark that commands notice and authority.

This visual system is supported by a tonal, heritage-inspired palette (a space that they’re masters of) and a layout system that balances clarity with architectural expressiveness. It is a flexible framework designed to scale, from the precision of a proposal to the monumental impact of a construction site hoarding.

“The Accompany team took us on a journey that was one of surprise and delight — through an inspired reimagining of how to present our work and our practice.

Bouncing off our description of our work as modern-ish, created a contemporary, consistent and compelling new visual identity that re-engaged our team and sets us up for an exciting new phase for the practice.”

DAVID WELSH
PRINCIPAL
WELSH + MAJOR

THE OUTCOME

In a category often dominated by mono-linear aesthetics, the new identity is an ode to Welsh + Major’s specific ethos and a strategic tool for market differentiation. Beyond the aesthetics, the rebrand acted as a cultural catalyst. It re-engaged the internal team, instilling a renewed sense of confidence that translated directly into their business development. With a brand that finally mirrored their capability, the practice successfully shifted market perceptions and began securing projects of a significantly larger scope and complexity. The 'Modern-ish' is no longer just a philosophy – it is a positioned powerhouse.

Welsh + Major

THE BRIEF

Welsh + Major is a Sydney-based architecture and urban design practice defined by the 'Modern-ish' – a unique philosophy that balances rationality with emotion and purpose with play. While their work consistently delivered delight, their visual presence needed to catch up to their philisophy.

The objective was clear: transition the brand from a perceived ‘small boutique’ into a multi-disciplinary practice. They engaged us to build a brand identity that brought to life their ethos, would signal their readiness for more substantial, large-scale commissions and provide a sophisticated platform to support their growing project ambitions.

SERVICES

Monogram, Wordmark, Brand Identity, Website Design, Stationery, Merchandise, Brand Style Guide

THE PROCESS

The core of the new identity is built around an original monogram: geometry with a twist. This symbol serves as a visual metaphor for their intersectional approach to head and heart, purpose and play. By removing 'Architects' from the name, we opened the door to their broader design capabilities, pairing the new symbol with a bold, contemporary wordmark that commands notice and authority.

This visual system is supported by a tonal, heritage-inspired palette (a space that they’re masters of) and a layout system that balances clarity with architectural expressiveness. It is a flexible framework designed to scale, from the precision of a proposal to the monumental impact of a construction site hoarding.

“The Accompany team took us on a journey that was one of surprise and delight — through an inspired reimagining of how to present our work and our practice.

Bouncing off our description of our work as modern-ish, created a contemporary, consistent and compelling new visual identity that re-engaged our team and sets us up for an exciting new phase for the practice.”

DAVID WELSH
PRINCIPAL
WELSH + MAJOR

THE OUTCOME

In a category often dominated by mono-linear aesthetics, the new identity is an ode to Welsh + Major’s specific ethos and a strategic tool for market differentiation. Beyond the aesthetics, the rebrand acted as a cultural catalyst. It re-engaged the internal team, instilling a renewed sense of confidence that translated directly into their business development. With a brand that finally mirrored their capability, the practice successfully shifted market perceptions and began securing projects of a significantly larger scope and complexity. The 'Modern-ish' is no longer just a philosophy – it is a positioned powerhouse.