MCG
REFRESHING A LEGACY
ROLE
Project Manager
Design Lead
Photo & Video Art Direction
CLIENT
MCG / Internal
The scope of this in-house project developed as a rebranding effort for McCool Carlson Green (MCG) – a 50-year-old architecture firm based in Anchorage, Alaska.
As an award-winning firm known for creating innovative, modern spaces, MCG needed an updated identity that reflected the same aesthetic delivered to their clients. The rebranding process involved input from multiple stakeholder groups, including the entire staff, clients, and key consultants.
BRAND ROLLOUT
The rebranding effort was comprehensive, requiring updates to existing assets, as well as new deliverables that reflect MCG’s innovative work:
New Look & Feel: The visual identity and redesign of the website presented a revived public face for the well-established firm.
Implementation: Redesigned documents and presentation templates were rolled out across the firm, while refreshed headshots for all staff featured on the website Team page, highlighting individual contributions to the firm’s success.
New Media: The rebrand provided an opportunity to pursue a long-standing interest in expanding MCG’s content strategy. The firm launched a weekly e-mail newsletter, and contracted with local filmmakers to produce a series of videos about MCG’s design process.