ADG Blatt
How ADG Blatt Went from “In Transition” to a United,
High-Caliber Brand with Nuevo’s Strategic Rebrand
Year
2024
Client
ADG Blatt
Service:
Brand Strategy | Visual Identity Design
The Client
ADG Blatt was born from the merger of two respected architecture firms: ADG, a corporate firm known for process and legacy, and Blatt, a boutique studio known for creative agility and high design. Though leadership and teams had already integrated, the brand hadn’t caught up. Internally, it felt like two businesses still coexisting under one roof. With multiple logos, mixed messaging, and clashing perceptions of identity, the team described themselves as “in transition.”
There was pride in the work but no unified way to express it.
The Challenge
Without clarity, internal alignment faltered and external perception wavered. ADG brought an established legacy and structure, while Blatt added a nimble, design-forward flair. The true potential of their merger was being held back by identity gaps and inconsistent messaging.
The risk? Missing the opportunity to present themselves as a one-of-a-kind firm, with the range, sophistication, and creativity to do it all.
The Process & Solution
From day one, Nuevo approached the engagement with curiosity, flexibility, and deep respect for both legacies. The discovery sessions went beyond surface-level branding; they became a space for honest reflection, realignment, and, as one team member put it, “brand therapy.”
Through facilitated strategy sessions, Nuevo helped the team uncover shared values, define a brand voice, and envision a unified future. The work wasn’t about choosing one legacy over the other — it was about building something entirely new. The resulting visual identity captured their expertise and edge, while the brand messaging and collateral brought clarity and confidence across all touchpoints.
The Impact
The shift was immediate. Internally, the team aligned around one cohesive narrative. The visual identity didn’t just look good, it felt like them. A team once split between two histories now stood united, with messaging, visuals, and collateral that spoke the same language.
Marketing became more consistent. Conversations became clearer. And most importantly, the team’s perception of themselves transformed. They weren’t just “in transition” anymore they were one brand, one team, one powerful architectural force.
The overall feeling?
“We feel cool. We feel united. We feel like experts and now, we look like it too.”
“Nuevo has the right recipe to create a masterpiece every time.”
— Jacquelyn Eagleson