heritage: a growth opportunity

etc. is an architecture practice working with places others often turn away from: buildings with complex histories, protected status and layers of time that do not fit a conventional renovation brief

the practice grew out of the dal' consulting group with a belief that heritage is a place's strongest asset, rather than a burden. in a market where the usual task is to 'put things back as they were', this is a distinct position

the new practice did not yet have a public voice. it needed positioning, a tone of voice and a content system: a coherent understanding of how it presents itself and what it says

the two founders thought differently. one approached the work through the product, the other through research and philosophy. the task was to find where those two perspectives could become one approach

the result was a 60-page strategy covering positioning, brand archetypes, tone of voice with examples of preferred and unsuitable wording, messages for two audiences, five content pillars with formats and publishing frequency, and analysis of competing architecture practices in moscow

i interviewed the team, studied the competitive landscape and explored their beliefs: what inspires them, what they reject and how they never want to sound. this informed both the positioning, with heritage as a premium asset rather than a liability, and an expert voice that does not feel dry. the practice tells a story, asks a question and creates intrigue instead of simply showcasing a project

five pillars: archival research; projects as narratives; educating potential clients; the unscripted life of the practice; expert commentary on international examples. each has its own purpose and reader

the two voices were brought together by genius loci, the spirit of a place that precedes any intervention and outlasts it. the language of the product addresses developers, while the language of research speaks to the architectural community. the brand holds both because they share the same conviction

the practice launched with a completed strategy. its website and social channels are live, and etc. is actively taking on new projects