ABOUT

Brief:
Terrain (formerly Loescher Meachem Architects) partnered with Kilograph to develop a new brand identity and website that reflected the firm's evolution and future direction. The challenge was to create a brand that balanced intellectual rigor with curiosity, and optimism while differentiating Terrain from more conventional architectural firms. The new identity needed to communicate the firm's values, support its growing body of work, and establish a cohesive foundation for future communications.

Mediums:
Brand Strategy
Brand Identity
Logo Design
Copywriting
Website Design
Website Development

Concept:
The identity was built around the belief that meaningful design emerges through curiosity, exploration, and, most of all, thoughtful collaboration. Rather than relying on cold, conventional architectural branding, the system reflects Terrain's unique balance of expertise, optimism, and genuine human connection.

The visual language embraces clarity without feeling clinical, creating space for discovery, interpretation, and dialogue. Refined typography, thoughtful composition, and a restrained yet expressive palette work together to communicate a practice that is both strategic and approachable. The result is a brand that feels intelligent, confident, and welcoming, capturing Terrain's ability to navigate complexity while offering a safe, inspiring space to uncover new possibilities.

Execution:
Kilograph developed a comprehensive identity system and digital experience that translated Terrain's values into a cohesive visual language. The brand centers on a refined wordmark supported by expressive typography, intentional use of space, and a flexible design system capable of adapting across touchpoints.

The website was designed to showcase Terrain's work with clarity and focus, allowing project stories, ideas, and expertise to take center stage. Every element, from typography and color to layout and interaction, was carefully considered to create a consistent experience that feels both sophisticated and approachable.


Results:
Grounded connectivity. Human warmth. The project resulted in a complete brand identity and digital presence that clearly articulates Terrain's positioning and values, marking a successful transition from Loescher Meachem Architects. The new system provides a cohesive framework across all brand and digital touchpoints, supporting consistent communication while building a stronger foundation for future growth. Welcoming and approachable, yet experienced and inherently modern, this distinctive identity perfectly reflects both the firm's evolution and its long-term vision. Built on curiosity, connectivity, and creation, it proves that feeling welcomed is the first step to building the future together.

Credits:
Client - Terrain
Agency - Kilograph
Designer - Whitney Huhmann

Notes:
The project accompanied the firm's transition from Loescher Meachem Architects to Terrain, requiring a thoughtful balance between continuity and transformation. The identity and website were developed as a unified system, ensuring that the brand's values, personality, and point of view were consistently expressed across every touchpoint.