Model Practice
Crafting an identity that’s generic, yet specific
Brand, Digital
Architectural firm Model Practice wanted an identity system and website to represent their rich expertise and growing portfolio. We created a visual identity that reflects their unique perspective of blending the generic with the specific. The logotype combines subtle customized details and unexpected alterations to simple geometric forms. The website utilizes a dual space layout to juxtapose their top work with a glimpse into their work’s processes.
![Once–Future Office Model Practice 2023 "Practice makes perfect"](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-image3-1x1.jpg)
![Once–Future Office Model Practice 2023 Rotating "O" still states](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-image4-1x1.jpg)
![Once–Future Office Model Practice 2023 "Generic, Specific, Simple, Complex, Innovative, Everyday, Formal, Casual".](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-image6-1x1.jpg)
![Once–Future Office Model Practice 2023 Kitchen Detail Photo](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-image8-1x1.jpg)
![Once–Future Office Model Practice 2023 "Practice what we preach".](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-image10-1x1.jpg)
![Once–Future Office Model Practice 2023 Business card logos](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-image11-1x1.jpg)
![Once–Future Office Model Practice 2023 Phone mockup](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-phone-mockup-1x1.jpg)
![Once–Future Office Model Practice 2023 Stationary and tape](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-image17-1x1.jpg)
![Chelsea apartment living room.](https://once-future.com/wp-content/uploads/2022/11/model-practice-chelsea-apartment-hero-1x1.jpeg)
![Chelsea apartment wood wall detail](https://once-future.com/wp-content/uploads/2022/11/model-practice-chelsea-apartment-detail-1x1.jpeg)
![Once–Future Office Model Practice 2023 "Thoughtful and well crafted responses to problems, big and small".](https://once-future.com/wp-content/uploads/2022/11/once-future-office-model-practice-image15-1x1.jpg)