BRANDING /

Ascent

/ SERVICES

Discovery & Recommendations
Brand Foundation
Brand Identity
Voice & Messaging
Website

VISIT WEBSITE

/ OBJECTIVE

As Ascent moved forward with its vision, it became apparent that its existing brand identity and messaging no longer resonated with its goals. It was essential to update the outdated branding to reflect the company’s new direction.

As a result, Ascent embarked on a brand refresh project that entailed revamping the website and refreshing the brand identity.

/ BIG IDEA

By switching the perspective of the logo to a worm’s eye view (looking up), it better conveys a symbol that is ascending.

The new typography communicates bright, modern, and looking toward the future.

/ LOGO MEANING
AEC Logo Meaning
Color Palette

Brand foundation & messaging by LecoursDesign.

/ PURPOSE

Our ascent is powered by nurturing our people.

/ VISION

We are inclusive, diverse collaborators who advance community and environmental stewardship.

/ CORE VALUES

Care and Be Kind
We care deeply about the success of each other, our clients, and the communities we serve.

Be Creative
We solve unprecedented problems with creativity and innovation,
then openly share our knowledge as thought leaders.

Model DEI Behaviors
We welcome, uplift, and create a culture of inclusivity, make equitable and transparent decisions,
and model inclusive behavior.

Be a Steward
We plan for the resiliency of our communities, our environment, and our firm.


Go Beyond Convention

We go above and beyond in our commitment to create quality in substance and expression,
serve others above self, and demonstrate integrity.

/ BRAND PERSONALITY

We’ve established five brand personality attributes to guide all future marketing communication materials and activities:

Welcoming

Imaginative

Modern / Sophisticated

Unconventional

Leading Edge

/ POSITIONING STATEMENT

We are a collaborative, solving unprecedented challenges, with science, planning, design, & kindness.

Color Palette

* A / E / C = Architecture, Engineering, & Construction (but you already knew that)
© LecoursDesign 2023