"If you name your firm after a mountain, you have to climb that mountain," says Snohetta's Craig Dykers, AIA. True to these words, the members of Dykers' Oslo- and New York-based architecture, landscape, and design firm make an annual pilgrimage up the slopes of their namesake, a stone's throw from the Arctic Circle. Companies spend a lot of money and time developing their brand identity-and often turn to design firms for assistance. But how do design firms go through the process of defining themselves? Sure, there's some alchemy in finding just the right expression, but, at the end of the day, it's about a design process.
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