RMI Architects

Changing the meaning of a name, rather than changing a name.

The trading name ‘Robinson McIlwaine’ and the shortened ‘RMI’ had lost their meaning since the retirement of the company founders.

We developed a brand language built around the idea of RMI as an acronym for other inspiring architectural words. The core brand statement is now ‘Respond. Make. Inspire’, but there is an expanded set for use on other brand touchpoints, such as on Tenders or when presenting their proposals to clients.

Putting the company’s experience front and centre.

The RMI Architect brand is now strong, permanent and something to look up to, inspiring both confidence and creativity. Rather than hide the “EST.” date we included it on a modern-feeling logo. A clear statement of experience and longevity, which few of their competitors are able to claim.

Architecture is interesting at every phase of the building’s development.

Large-scale architecture projects typically take 5 years to work through the practice, so the new RMI Architects website has been designed to reveal new information and exciting details about projects over time, rather than wait until completion. The CMS allows project information to be added at three key milestones, Drawing Board, On-Site and Complete, so that project pages can grow and evolve with the structures, with each page becoming an advanced communication tool. Visitors can see how much work RMI have already completed at a glance and see what’s still to come.