The architecture firm responsible for the 1940 Crow Island School project has a new brand identity and narrative voice. The new Perkins and Will brand is built on flexibility, as well as a range of communication styles that allow the firm to share content with clients in a way that’s tailored to preferences. The brand is designed to dial up or dial down creative expression as needed. The new logo and the overall rebrand (design concept, strategy, creation, and implementation) were done almost entirely in-house. Company officials tout the rebranding as a way to serve clients, allowing for more a personalized, relevant, and modern expression of the firm’s heritage and values.