In this episode of BUILD St. Louis, host Kerry Smith Buck, President and CEO of Construction News and Review (CNR), explores the fascinating process of naming buildings, especially historic signature structures, with Judy Glick and James Butler from the architecture and design firm Arcturis. Judy, the Director of Brand and Client Engagement, and James, the Design Practice Leader for Arcturis's Brand Experience Group, delve into the importance of brand experience in architecture and interior design. They discuss how naming a building is akin to naming a child, starting with understanding the essence of the brand from the client's perspective. The conversation covers the process of researching historical significance, developing guiding principles, and crafting a brand strategy. Judy and James share a compelling case study of renaming a renovated property, "The Six Cord," highlighting how history and contemporary design come together to create a unique identity. Listeners gain insights into the collaborative and creative process of brand naming, the importance of engaging with clients, and how names reflect both history and forward-thinking ideals. This episode is a must-listen for anyone interested in the intersection of architecture, design, and branding.
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