Branding With Buildings

"Two architects and a strategic marketing professional walk into a building. This time, however, it's no joke. Architect Todd Erlandson, AIA, and marketing guru Sherry Hoffman, principals of Los Angeles-based architecture and branding firm (M)Arch., and (M)Arch. project architect Lara Hoad, have structured their firm into what could be a significant niche in the business of architecture. While some architects might scoff at a firm that puts its own star power aside to focus solely on a company or community's identity, these three are happy to concentrate on creating a holistic brand experience for clients that includes good design as part of the strategy, and keeps their egos out of the picture."