CASE STUDYJohnson Favaro

Building Type

DESIGN: PH.D, A DESIGN OFFICE SANTA MONICA

MDA JOHNSON FAVARO IS A PRESTIGIOUS TEN-PERSON ARCHITECTURE FIRM IN CULVER CITY, California. It has a nettle-some and unique problem. It was getting lost in the avalanche of proposals that were arriving on its prospects review desks. It desperately needed a new visual approach that would help it stand out. Enter Ph.D.

Steven Johnson, principal of MDA Johnson Favaro said that in follow-up interviews with prospects that had not chosen his firm, he was often told that his proposal’s visual presentation did not stand out. Not only was the identity grayish, but the layout of the pages were uninspired, and the images were lifeless.

According to Johnson, “Today it is even ...

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