Allies and MorrisonSite Specific

While most architecture firms use a website to display a portfolio of work, the Allies and Morrison site offers a much deeper exploration into the context and empathy behind each of its projects. Conceived as a “hub of knowledge”, the digital experience reveals previously unseen facets of the design process, and has become an important tool of discovery for both internal and external use.

In contrast to many “starchitect” bureaus, Allies and Morrison approaches its work with a focus on fostering communities through context-driven projects. The international firm of architects and urbanists based in London has a growing team and strong convictions on contemporary architecture, so decided to embark on a rebrand that better reflected its heritage and aspirations.

An extensive strategy phase led to the idea of using the website as a platform that deeply reflected the very essence of Allies and Morrison's practice, which would also become the primary medium to express and define the new brand personality. The focus shifted from the firm itself to the projects, and their impact on the wider environment. Traditional brand codes like the logo were therefore deemed less important, while philosophy was pushed to the fore.

Instead of finding the practice name in the top left corner of the homepage, a search bar invites visitors to explore an immense hub of knowledge. Internally, this function serves as a database so employees can easily find specific projects or initiatives. Externally, it allows curious parties to type in any word, material, location, process or team member and discover all of the content linked to their search.

The classic navigation tabs are replaced by themes and preoccupations that are important to Allies and Morrison, and direct links to drawings and models that sit at the very core of the craft.

Since the firm is more concerned with location context – whether that’s from a historical, ecological or societal perspective – than solely the appearance of the finished building, the portfolio section of the website is designed as a space for extensive case studies that take the reader through the full process and story of each project.

Stepping away from the classic portfolio website often presented by architecture studios allowed us to brand Allies and Morrison through a digital experience, using their values and beliefs as the main elements for their new identity.