The new identity was designed as a fully integrated system, ensuring consistency across every expression of the AJC brand. From print collateral to digital platforms, the visual language extends seamlessly, balancing geometry with typography. A key part of the rebrand was modernising the practice’s internal tools and communications. Templates, title blocks, project sheets, competition documents, and capability statements—largely unchanged since the founding days—were rethought and redesigned. This not only refreshed AJC’s outward presence but also streamlined day-to-day operations, giving the team a more cohesive and professional foundation to build from.