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Integrus Architecture has long been recognized as a leader in innovative, human-centered design, shaping schools, civic buildings, and cultural spaces across the Pacific Northwest. The firm’s reputation for thoughtful, sustainable architecture had made it a trusted name in the industry, but as the company expanded and evolved, it became clear that its brand needed to evolve with it.
A significant turning point came with the firm’s merger with YGH Architecture. While the merger brought a wealth of expertise, expanded capabilities, and a broader geographic reach, it also introduced a challenge: how to integrate two distinct firm cultures, histories, and client bases into one cohesive brand without losing what made each unique.
Watson was brought in to lead this transformation. The goal was not just to merge two firms but to create a stronger, more unified brand that would position Integrus as a national leader in architecture. The work went beyond a simple visual rebrand—it involved redefining Integrus’s voice, values, and market positioning, ensuring that the firm’s reputation for innovation and excellence was clearly communicated across all touchpoints.
With any merger, there is an inherent challenge of maintaining identity while forging a new path forward. Watson’s first priority was understanding the core DNA of both firms—what made them successful, what their clients valued most, and how their expertise complemented one another.
Through extensive stakeholder interviews, internal workshops, and competitive analysis, we worked to articulate a clear and compelling vision for the new Integrus. The result was a refined brand identity that preserved the legacy of both firms while signaling a bold step into the future.
The new messaging framework emphasized Integrus’s commitment to designing spaces that serve communities, inspire learning, and foster connections. The firm’s architectural philosophy, focus on human-centered design, and expertise in education, civic, and cultural projects became central themes. The brand voice was refined to be confident, forward-thinking, and approachable, ensuring that Integrus stood out in a crowded architectural landscape.
The research phase uncovered key opportunities for growth and differentiation. While Integrus had a strong reputation, its brand positioning was not fully aligned with the firm’s evolving expertise, expanded portfolio, and increasing presence in national and global markets.
The merger had broadened the firm’s capabilities, but this wasn’t fully reflected in its external messaging. Clients, partners, and even internal teams needed greater clarity on Integrus’s expanded offerings, expertise, and value proposition.
The competitive analysis revealed that many architecture firms struggle with brand differentiation. While stunning portfolios and design excellence are standard, few firms successfully articulate why their approach matters or how their philosophy drives better outcomes for clients. This was a clear opportunity for Integrus—to own a distinct narrative that went beyond aesthetics and spoke to impact.
Another opportunity was in the way Integrus showcased its work. The firm’s portfolio was rich with impactful projects, yet it needed a more compelling and strategic way to present these case studies, ensuring they resonated with prospective clients, RFP evaluators, and industry peers.
With these insights in mind, Watson crafted a refined go-to-market strategy that positioned Integrus as an architectural leader shaping the future of education, civic spaces, and cultural environments.
The rebranding of Integrus Architecture was more than just a visual refresh—it was a comprehensive transformation that aligned the firm’s identity with its vision for the future. The merger was not just about combining two firms; it was about creating something greater—an architectural practice that could set new standards in design, innovation, and impact.
The work Watson did with Integrus reshaped how the firm presented itself to the world, strengthened its market position, and reinforced its value in the eyes of clients, partners, and peers. The new brand, digital experience, and messaging strategy set Integrus up for sustained growth, industry recognition, and long-term success.
As Integrus continues to expand its reach and take on transformative projects, the firm now has a brand and marketing strategy that reflects its ambition, expertise, and commitment to shaping the built environment for the better. Watson remains a strategic partner, ensuring that Integrus continues to evolve, thrive, and lead in an ever-changing industry.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
