In 2008 GBL Architects required a strategy to guide the completion of the firm’s transition from Gomberoff Bell Lyon to GBL Architects, and to position the firm for its next phase of growth – one that would have them as a member of elite capital “A” architects. The design was developed so it could convey the brand’s confidence in being edgy, creative, and risk-taking. A flexible, colourful system was developed utilizing images that convey process and ideas rather than polished, finished buildings.