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In this month's archrecord2, it's all about the brand. For today's young firms, working with branding means more than littering our architectural landscape with logos and billboards. It means innovative architecture that reflects the values of a company--and brings the public into those spaces. Two firms show how it's done properly, one in Los Angeles and one in New York. Tune in online to Design, Work, Live, and Talk, where forums now let you speak your mind.
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 (center and right in photo, left), principals of Los Angeles-based architecture and branding firm (M)Arch, and (M)Arch project architect Laura Hoad (far left in photo), have structured their firm into what could be a significant niche in the business of architecture. While...