From one color
to fifteen
Brand activation, social media launch, and content systems for a globally recognized multidisciplinary design firm — translating a bold new identity into a living presence across every channel.
Client
Sasaki Design
Services
Brand activation | Social media strategy | Channel launch | Graphic content production | Editorial & newsletter strategy | PR & thought leadership | Content systems | Stakeholder pitching
The challenge
Sasaki had six decades of reputation and a fragmented identity. After organic growth across architecture, landscape, planning, and urban design, nothing unified those voices into a single ownable story. When the firm partnered with Bruce Mau Design on a full brand refresh, the marketing team needed to activate that identity across every channel — simultaneously. That's where my work began.
Before
After
The New Identity
Custom typeface — every letter built from the same four geometric shapes as the logo system.
3D dimensional logo installed in the Watertown office at brand launch.
Brand publications applying the new visual language across thought leadership and sector materials.
What I Did
Launched Sasaki on Instagram — from zero
Identified the platform gap, built the business case, conducted competitor research (Perkins + Will, Payette, Stantec, Elkus Manfredi), and pitched to firm principals. Launched with a goal of 20 followers/week — the account now has over 35,000.
@sasakidesign — the account I built from scratch. Started from zero followers.
Competitor analysis — research informing the Instagram launch pitch.
Strategic objectives: build reputation, grow audiences, drive traffic, amplify content.
Built a content system around the new visual language
Created all graphic content for the new Instagram presence and the firm's quarterly newsletter, building a repeatable system that put the 15-color toolkit to work consistently across formats and sectors.
Aligned content strategy with PR and market sectors
Each quarterly newsletter was organized around specific market sectors, directly supporting PR outreach. Pitched thought leadership to Curbed, the Boston Globe, BD+C, and Landscape Architecture Magazine. Contributed regularly to Sasaki's Voices blog and the brand launch announcement.
The geometric shape system extended from digital content to physical brand activations and merchandise.
Process
Slides from the social media strategy I developed and presented to firm principals to secure buy-in for the Instagram launch.
Instagram goals + growth tactics
Visual content framework aligning with the brand launch
Strategy conclusions presented to principals
Outcome
The brand refresh gave Sasaki the unified identity it had been building toward for six decades. My contribution was ensuring that identity didn't stay in a brand guidelines PDF. It showed up in a new channel with 35,000 followers. It showed up in quarterly newsletters that drove editorial coverage. It showed up in content systems that gave the marketing team tools to tell the Sasaki story every single week. Since the refresh, the firm has grown to multiple offices across the country.