Role: Art Director / Designer Category: Brand Identity / Architecture
Profile & Principle is an architectural design and development studio based in Nashville, Tennessee, focused on creating modern homes designed from the outside in. Natural light, surrounding terrain, and thoughtful simplicity are core to their approach. The identity was developed to reflect a modern architectural sensibility while remaining timeless and durable across applications.
The brand has since been featured in Dwell magazine, and the identity has remained in use for over a decade.
Concept
The identity system was designed to balance modernity with restraint. The goal was to create a mark that conveyed professionalism, trustworthiness, and creativity to both investors and future residents, while aligning with Profile & Principle’s architectural philosophy of clarity, intention, and efficiency.
The visual system emphasized simplicity, strong geometry, and flexibility, allowing it to adapt across print, signage, and environmental applications without relying on trend-driven aesthetics.
My Role
Led identity design from concept through final execution
Developed logo, typography, and supporting visual system
Designed core brand applications including stationery, collateral, and signage
Translated architectural principles into a clear, functional identity
