Williams Ross are Melbourne based architects specializing in community facilities, sports and recreation, cultural and educational projects. The firm has a rich history in architecture, with the firm bearing the names of their two founders, Bill Williams and Virginia Ross.

With the practise undergoing transitional leadership changes in 2020, HeineJones were engaged to create a refreshed and modernised brandmark and communications across all major touch points to signal the shift in leadership and reflect the practices’ dedication to excellence and passion for high quality design.

The project scope included, insights and strategy, conceptual design, design development and detailed design and artwork.

HeineJones conducted research that unlocked insights to differentiate the Williams Ross brand. Challenges associated with COVID 19 restrictions meant that usual personable, face-to-face conversations and workshops were adaptively replaced with digital questionnaires and video conferencing.

The research undertaken sort to:
- Understand and segment core target clients
- Engage and involve key stakeholders
- Define and strengthen the brand proposition and messaging
- Unlock opportunities to differentiate and grow the brand

Building on of the research phase of the project, HeineJones were equipped to define a compelling and authentic strategic brand proposition, establishing a brand blueprint and architecture that provided clear direction and inspired storytelling for the brand internally and externally.

Following on from the insights and strategy stage, we bought the Williams Ross brand to life with a rich and distinctive identity system that considered all the brand touchpoints and included a brandmark, visual language, applications and brand guidelines.

The resultant new brand rollout raised the industry profile of the practice, and presented a modern aesthetic to the face of the organisation. The distinctive and energetic geometry of the new brandmark acknowledges the precise and methodical rigor that is applied to all architectural projects that Williams Ross undertake.