Dougherty Architecture Brand Platform by Julie Greene

DOUGHERTY Brand Platform R2

September 1, 201 6

YOUR BRAND PLATFORM USE THIS BOOK AS

WHO YOU ARE. WHAT YOU DO. WHY IT MATTERS. The more deeply we understand who we are as a business, the more honest and authentic our marketing, communications and strategic direction become. Knowing our true purpose and how we wish to appear ultimately brings us into alignment, fostering positive change, growth and results. This book was written to share the fundamental core of the Dougherty brand with you. This brand platform serves as the foundation for all expressions of the Dougherty identity, culture, messaging and creative collateral. Your brand platform should act as a blueprint - something you can use to build from and measure against.

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A strategic and tactical document that paves the way forward for the remainder of our Scope of Work.

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An internal resource to rally all employees around a clearly articulated and inspiring vision.

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A quick and easy reference for external creative and marketing teams.

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A key that informs the visual language and style of all collateral as well as the voice and tone of all attendant copy.

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A reviewing tool to help ensure the consistency and integrity of all produced content and communications.

THE KEY ELEMENTS OF YOUR BRAND PLATFORM →

Brand Concept

→

Brand Message

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Brand Pillars

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Brand Personality

→

Methodology

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brand platform Our new brand concept directly reflects the true nature of our firm in a context that resonates with everyone. As we define a powerful brand positioning for Dougherty today, we also form the foundation for growth through continued excellence.

“ARCHITECTURE DEPENDS ON ITS TIME. IT IS THE CRYSTALLIZATION OF ITS INNER STRUCTURE, THE SLOW UNFOLDING OF ITS FORM.” - Ludwig Mies van der Rohe

Ludwig Mies van der Rohe | Neue Nationalgalerie, 1968 | Berlin, Germany

BRAND CONCEPT

DESIGN-FORWARD ARCHITECTURE Design-forward architecture delivers a clear vision of the future to help guide decision making today. By knowing whatâ&#x20AC;&#x2122;s possible, Dougherty specializes in creating opportunities by predicting outcomes and foreseeing possibilities.

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BRAND MESSAGE - A DESIGN-FORWARD STUDIO

Applying a design-forward approach in architecture begins with a combined focus on how people use the built environment, plus a deep understanding of how systems operate. The design-forward approach manifests a stronger connection between people and place, ensuring that the role of built environments meet the needs of everyone who uses them. Beyond this spirit of integrity and humanity, it leads to impeccable forecasting and smarter planningâ&#x20AC;&#x201D; simplifying and streamlining the entire development process. At Dougherty, we know that the most creative solutions begin by thinking ahead to anticipate client and community needs. Design-forward is a powerful way of seeing the future based on an understanding of where we are now and where we have been in the past. The wisdom gained from

experience provides the basis for progressive, sustainable, communityfocused systems that function effectively throughout time and space. Design-forward thinking clearly articulates the vision, intelligence and awareness necessary to forge a new path that leads to a better quality of life. Dedication to our practice, a passion for excellence and a commitment to integrity extend the pillars of an established architectural and design firm, raising the standards of excellence even higher than before.

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“SOCIETY NEEDS A GOOD IMAGE OF ITSELF. THAT IS THE JOB OF THE ARCHITECT.” - Walter Gropius

Walter Gropius | Bauhaus Building, 1926 | Dessau, Germany

BRAND PILLARS

CLARITY Purpose defines the solution.

6.3

6.6

7 7.1 7.2

7.3

7.4

7.9

INTELLIGENCE Insight informs process.

INTEGRITY Principles and ethics are never compromised.

MATCHLINE

A201 A.1 A4 2

142' - 0" 9' - 0"

36' - 0"

36' - 6"

9' - 0"

3' - 6"3' - 6"

J10

OFFICE A6

FEC

2 A8

13' - 2"

12' - 2"

TELEPHONE ROOM A10a

10' - 6"

A10 A502

10"

RECEPTION A1

1 A1

JANITOR A18 HSS POST, TYP OF 4

A602

FLEXIBLE CLASSROOM 1 G8 A15

E10

A10 C10

3 A17-

ST14

KITCHEN A17

VD W1

A505

SEALED CONCRETE AT DANCE ROOM VESTIBULE A21 SOFFIT J3 ABOVE J5

10' - 0"

ST8 5.00°

G10

3 A16PH

A8 A526

A5 A505

11' - 0"

3' - 6"

ST8

TYP.

OPPOSITE HAND

AWNING ABOVE, TYP.

A505 3 GATEPH

F6 A302

3 28' - 0"

4 GATEPH

GATE

STORAGE A17a

WOMEN'S RESTROOM A19

12' - 0"

A6 A302

3' - 6"

4' - 6"

12' - 0"

MEN'S RESTROOM A20

PLUMBING CHASE A19a

14' - 6"

28' - 0" 28' - 0" 205' - 0"

8a 7a

VISION Prediction creates possibilities.

28' - 3"

7' - 9"

28' - 6" 14' - 0"

4" 4' - 8"

ST9

1 A19a-

FEC

PROPERTY LINE

A605 A3

1 A17aW1

TYP.

3 A15PH

10' - 0"

9' - 0"

TYP.

2 A17-

SOFFIT ABOVE, TYP. W1

1 A15a-

ST10

OFFICE A22a

W1 1 A21a-

A545

A505

8' - 6"

OPERABLE PARTITION

W10R

STORAGE A15a

ROOF ACCESS LADDER, TYP.

1 A22b-

A531

W6R

A505 1 A22a-

E10 SIM.

J10 A203 J7

FLEXIBLE CLASSROOM 2 A16

1 A20-

1 A19-

K10

A605 W6

STORAGE A22b

FEC

A602

STORAGE A21a

ST7

1 A21PH

1 A18-

FEC

ST6

WATER HEATER W1

A10 A501

14' - 0"

WIC COUNSELING A22

A505

2' - 6"

7 A17-

F10 A501

6' - 0"

1 A16PH

2 A16-

ST1

1 A22-

ST5

A203 A4

A203

4 A17-

D W8

A527 F.O.S. FEC

FEC

C.3

3 A1

6 A14a-

OFFICE A2

ROOF ACCESS LADDER

TOILET A1a

10' - 6"

2 A15-

A10

S2 1 A2

ST4

A203

FEC

1 A3

1 A1a-

1 A7a-

2 A1

A505

11' - 9"

A4 A511

OFFICE A3

1 A1b-

SEE LANDSCAPE PLANS FOR COURTYARD LAYOUT

4a 12' - 3"

1 A7

CANOPY ABOVE, TYP.

H10 A507

STORAGE A1b S6

WORK ROOM A7

2 A7 -

A6 A301 ST2

10" E5

EXTERIOR COURTYARD

2' - 0"

A505

ELECTRICAL ROOM A10

D10 A203

1 A6 2 A6

1 A8

1' - 6"

2 A9 PH

1 A4

STORAGE CLOSET A7a S2

ST16

1 A9

A503

OFFICE A4 1 A5

A502

ST2

DIRECTOR'S S2 6" OFFICE A5

CLASSROOM A8

A531

OPERABLE PARTITION 1 A10a-

10' - 6"

A10

8' - 4"

TYP.

SOFFIT ABOVE, TYP.

TEEN ROOM A9

A504

2 GATEPH

9' - 6"

4.8°

A6 A526

G8 W1

1 A10-

SEE A101b

A504

A505

ST3

1 A8aA602

1 A10b-

SEE A101b

4' - 0" 4' - 0"3' - 0"

F10

9' - 0"

TYP.

1 A9a-

A203 A10

1 A15PH

12' - 6"

A10

FEC

A8 A526

ST3

STORAGE A8a

10"

1 GATEPH

7' - 9"

6" SEISMIC GAP

4' - 0"

1' - 6"

OPPOSITE HAND

A6 A526

4' - 0"

AWNING ABOVE, TYP.

STORAGE A9a

FIRE RISER A10b

FEC

7' - 3"

18' - 6"

AWNING ABOVE

4' - 0"

4' - 6"

These Pillars are the most important attributes of our brand and business. Collectively, they support the foundation for clear communications through common understanding of 6 key concepts that form the basis of the Design-Forward approach.

8b A10

WISDOM Experience equals competency.

AWARENESS People and communities matter most.

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FLOO LEGE

F10

A10

A221

6.3

6.6

7 7.1 7.2

7.3

7.4

7.9

8 #

MATCHLINE

A201 A.1

9' - 0"

36' - 0"

3' - 6"3' - 6"

13' - 2"

SEE A101b

A203

J10 A203 J7

CLR.

4' - 6"

W6R

ROOF ACCESS LADDER, TYP.

10' - 0"

PROPERTY LINE 8' - 0"

A505

A505 W3

TYP.

5.00°

A5 A505

TYP.

11' - 0"

OPPOSITE HAND

3 GATEPH

F6 A302

WOMEN'S RESTROOM A19

STORAGE A17a

AWNING ABOVE, TYP.

4 GATEPH

GATE

12' - 0"

A6 A302

4' - 6"

1' - 1" 8' - 4"

15' - 11" 5' - 7" 5"

BALLET BAR, TYP. 3 SIDES

MEN'S RESTROOM A20

12' - 0"

PLUMBING CHASE A19a

28' - 3"

7' - 9"

28' - 6" 14' - 6"

28' - 0"

AWNING ABOVE

A505

14' - 0"

3' - 4" 4' - 8"

A3 A221

ST9

1 A19a-

3' - 6"

A605

G10

3 A16PH

ST8

6 G10 A202

SEALED CONCRETE AT DANCE ROOM VESTIBULE A21 SOFFIT J3 ABOVE

Ae 1 A17aW1

28' - 0"

205' - 0"

28' - 0"

A511

10' - 0"

9' - 0"

A545

TYP.

2 A17-

SOFFIT ABOVE, TYP.

A8 A526

28' - 0" A7 3

MATC

A10 A221

A202 A.1

3a 2a 1a

F10 A221

BUILDING A - FIRST FLOOR PLAN EAST

A10 1/8" = 1'-0"

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1. FOR CO G101. 2. RESTR STORA GRADE MORTA CONCR 3. GYMNA TO HAV FLOOR 4. ONE HO CONTIN FINISH 5. WINDO FIRE RA FIRE RA 6. ADDITIO SANDW ON THE 7. FOR FL ELECTR 8. REFER

1 A15a3 A15PH

OFFICE A22a

FEC

A507

8' - 0"

ST14

KITCHEN A17

W10R

STORAGE A15a

A10

CHAIN LINK FENCE, TYP. SEE J2

Ac ST10

STORAGE A22b

A531

OPERABLE PARTITION

ST8

E10

1 A22b-

1 A21a-

A10 C10

3 A17-

K10 A505 1 A22a-

E10

FLEXIBLE CLASSROOM 2 A16

26' - 0"

W6 W8

A602

FLEXIBLE CLASSROOM 1 G8 A15

1 A21PH

SIM.

8' - 6"

5 A14a-

A602

C.3

58' - 0"

FLOO NOT

A501

A605

STORAGE A21a

FEC

1 A18-

WIC COUNSELING A22

ST6

ST7

1 A20-

1 A19-

A10

14' - 0"

WATER HEATER

A6 A221

B.9

8' - 0"

JANITOR A18 HSS POST, TYP OF 4

# #

2' - 6"

7 A17-

F10 A501

1 A22-

24" @ 18" @

B.6

A505

6' - 0"

1 A16PH

2 A16-

ST1

FEC

4 A14a-

GYM STORAGE A14a

1 A1

ST5

C.3

4 A17-

D 3 A14a-

10"

RECEPTION A1

A10 A202

A10 A502

FEC

10' - 6"

2 A14a-

3 A1

TOILET A1a

A203 A4

FEC

ROOF ACCESS LADDER

1 A1a-

1 A7a-

A505

6 A14a-

A527 F.O.S.

ST4

A203

11' - 9"

4' - 6"

By thinking ahead and seeing down the road, we successfully create architectural and design processes that facilitate sustainable structures for communities to thrive.

1 A2

A A.2

SEE LANDSCAPE PLANS FOR COURTYARD LAYOUT

2 A15-

A4 A511

1 A3

2 A1

FEC

1 A7

SEE A101b

WORK ROOM A7 2 A7

1 A1b-

8' - 0"

10' - 6"

10" E5

4a 12' - 3"

1 A8

1 A4

OFFICE A3

A505

CANOPY ABOVE, TYP.

H10

MATCHLINE

1 A5

STORAGE A1b

OFFICE A2

16' - 0"

D10 A203

VD FEC

A6 A301 ST2

OFFICE A4

STORAGE CLOSET A7a S2 1 A6

2 A6

12' - 2"

ELECTRICAL ROOM A10

A10

A503

ST2

OFFICE A6

FEC 2 A8

EXTERIOR COURTYARD

5.00°

A502

VD J10

ST16

2 A9

A507

2' - 0"

4.8°

CLASSROOM A8

A531

TELEPHONE ROOM A10a

A221

A504

DIRECTOR'S S2 6" OFFICE A5

A10

10"

1 A10a-

1 A9

10' - 6"

F10

FEC

OPERABLE PARTITION

2 GATEPH

A6 A526

A504

Through keen observation and analysis we consider potential challenges and determine the consequences of different courses of action.

A505

ST3

TYP.

SOFFIT ABOVE, TYP.

TEEN ROOM A9

1 A15PH

9' - 6"

9' - 0"

TYP.

1' - 6"

1 A10-

Based upon experience and knowledge, prediction allows us to forecast possible outcomes depending on specific conditions.

4' - 0" 4' - 0"3' - 0"

A10

1 A10b-

A221

A8 A526

ST3

STORAGE A8a

1 A8aA602

B.9

12' - 6"

6" SEISMIC GAP

4' - 0"

1 A9a-

A203 A10

B.6

7' - 9"

1' - 6"

OPPOSITE HAND

A6 A526

1 GATEPH

FEC

18' - 6"

AWNING ABOVE, TYP.

STORAGE A9a

FIRE RISER A10b

B.2

7' - 3"

AWNING ABOVE

4' - 0"

36' - 6"

FEC

Prediction creates possibilities.

142' - 0"

4' - 0"

VISION

A4 2

9' - 0"

12' - 6"

PILLAR 1

PILLAR 2

CLARITY Purpose defines the solution. Defining the purpose of the project, we commit to the truth and develop a strategic plan that executes the desired intent. The most accurate results stem from using both creativity and logic together in alignment with clear goals and vision. Paving the road ahead with foresight brings the reality of future possibilities even closer. Great architecture isnâ&#x20AC;&#x2122;t merely achieved through technical advancements, design savvy or smarts, itâ&#x20AC;&#x2122;s about having the vision to build something bigger than ourselves that impacts our environment and inspires lives in ways that elevate the human spirit.

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PILLAR 3

WISDOM Experience equals competency. Through a dedicated discipline of assessing needs, analyzing data and thinking about people, we collaboratively address challenges and create landmark projects. We believe that wisdom begins with the ability to make sound judgments based on what we know from solving prior challenges. These experiences inform every decision and recommendation to guide each project through to a rewarding completion.

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PILLAR 4

INTELLIGENCE Insight informs process. Our Design-Forward approach is built on forecasting outcomes and testing consequences, turning collaborative vision into tangible realities. Intelligence requires us to think for ourselves. We do this by developing a proven process that looks closely at hard evidence and eliminates assumptions. An integral part of our methodology is to constantly evaluate design decisions with astute attention to details and an out-of-the-box approach.

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PILLAR 5

AWARENESS People and communities matter most. Dougherty listens, to our clients, our communities and our design-forward instincts. Navigating the path forward is just as much about making rational, analytical decisions, as it is about using creative insights and intuitive guidance. The internal culture of our organization is based on harmonious relationships that best serve the highest good of the people involved. Our awareness goes beyond architecture, expanding into how architecture affects everyone who touches it - from the users and community to the owner; from the demands of builders to the demands of the planet itself. Great architecture has a positive impact on our communities, our neighbors, our children and all our fellow human beings.

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PILLAR 6

INTEGRITY Principles and ethics are never compromised. Dougherty is committed to doing whatâ&#x20AC;&#x2122;s right. We have a code of ethics and morals that we have consciously decided upon and adopted as a team. Deeply passionate about sustainable, resource-efficient design that uplifts the community, we stay true to principles that support quality of life for all. We choose our clients based on shared values and mutual respect for the environment. Our integrity is witnessed through meticulous preparation, quick response times and an honest, personable approach to client relations.

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BRAND PERSONALITY To sharpen the brand feel, the word list helps communicate and articulate brand personality by contrasting concepts to set a tone. Marketing professionals glean a strong sensibility from these ideas, which inspire both visual creative and copywriting that result in aligned campaigns.

What Dougherty IS... Real Reliable

Boring Uptight

Competent

Egotistical

Experienced

Out-dated

Down to Earth

Crunchy/Granola

High Level

Haughty

Responsive

Invasive

Likeable Personable Creative

Passive Touchy Feely Kooky

Progressive

Impractical

Collaborative

Ivory Tower

Visionary Leader

What Dougherty ISNâ&#x20AC;&#x2122;T...

Unrealistic Ruler

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METHODOLOGY

DISCOVER Investigate business objectives and master plan Assess known challenges

THE DESIGN-FORWARD APPROACH Our distinct, simple methodology lays the foundation for an effective design process that is based on clarity, vision and truth. By identifying a unique and thorough process, we effectively differentiate Dougherty from all other firms. Design-Forward is a framework that provides flexibility to accommodate a wide range of client projects, without compromise in the integrity of our principles.

Resolve functional adjacencies and flow

ADVOCATE Evolve plans to meet changing circumstances

Explore zoning, site and code constraints Research environmental alternatives for sustainability

Engage with community to determine needs and desires

Observe all elements of construction to ensure project vision and design intent are realized Identify opportunities for additional efficiency

DEFINE

Dougherty to add here Dougherty to add here

THE DESIGN FORWARD APPROACH

Craft all construction documents

VISION Determine scheduling and phasing Set context for architectural style and design intent

Schedule all finishes, fixtures and equipment

Create high-level concept

Observe construction processes Fortify design intent to be followed during construction

OUTREACH

Align and adjust master plan

DESIGN

Establish schematic/conceptual design

Develop an initial, working building model Identify solutions that deliver added value Refine and simplify plans to maximize functionality

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“WE SHAPE OUR BUILDINGS; THEREAFTER THEY SHAPE US.” - Winston Churchill

Ludwig Mies van der Rohe The Morris Greenwald House, 1955 Weston, CT

Walter Gropius Walter Gropius House, 1938 Lincoln, MA

Thank YOU

1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer jamie@fluxbranding.com

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