The Importance of Brand, Place, and Character in Architecture

When it comes to architecture, the creation of a space goes beyond the mere assembly of materials and forms; it’s about crafting an environment that resonates with the identity and essence of those who will inhabit it. A building is not just a physical structure but a manifestation of the brand, place, and character it represents. The disappointment of receiving a “boring result” from an architect can often stem from a lack of thorough assessment and understanding of these crucial elements.

Brand Identity in Architecture

A brand is much more than a logo or a set of colors; it’s the embodiment of an ethos and a promise to its audience. When architects integrate a client’s brand identity into their design, they create a space that aligns with the values and vision of the brand. This can be achieved through thoughtful design choices that reflect the brand’s personality, whether it’s through innovative use of space, materials that convey a certain message, or design elements that create a memorable experience for visitors.

Understanding Place

The context of a building – its location, cultural environment, and historical background – plays a significant role in its design. An architect’s deep understanding of the place ensures that the structure not only fits harmoniously within its surroundings but also celebrates the unique qualities of its locale. This could mean using locally sourced materials, respecting traditional architectural styles, or incorporating elements that pay homage to the area’s heritage.

For a place to be truly embraced by locals, it may be necessary to engage in a needs study to understand not only what is great about a locale, but also what is lacking. Even a cursory engagement with community can do more for a project to gain local advocacy than any project that inserts itself into the streetscape or region without any prior engagement and then tries to become ‘local’. Read more about creating locally focussed projects here.

Character and Uniqueness

Every space has its own character, an intangible quality that makes it special. Architects have the challenging task of capturing this character and translating it into the design, ensuring that the space doesn’t just meet functional needs but also carries a unique personality. This involves a careful balance of innovation and sensitivity to the client’s desires, resulting in a place that feels both fresh and familiar.

Creating Extraordinary Spaces

The creation of an extraordinary place requires architects to delve deep into the nuances of what makes a space truly stand out. It’s about understanding the client’s needs, the brand’s message, and the character of the environment, as well as the details of target markets and positioning. When these elements are thoroughly assessed and skillfully integrated into the design, the result is far from boring – it’s a space that tells a story, engages its users, and stands as a testament to thoughtful and inspired architecture.


The architecture that fails to consider brand, place, and character may result in a lackluster space that doesn’t live up to its potential. On the other hand, when architects invest time in understanding and embracing these aspects, they lay the foundation for creating not just buildings, but experiences that leave a lasting impression. It’s this attention to detail and commitment to excellence that transforms ordinary spaces into extraordinary places.


At S2, our process is uniquely designed to tease out the nuances of brand, place and character, target market and positioning. We utilised personality profiling and brand centred human behaviour studies to understand how a space can work to make your place extraordinary. Interested in learning more? Contact us, and let’s just start with a coffee.




For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.