DISCIPLINES
Brand Proposition
Visual Identity
Digital Design
Applications
OVERVIEW
Hirst came to George Cosby Studio at a point where their reputation was firmly established, but their brand no longer reflected the depth or confidence of their work.
As one of the UK’s leading conservation and architecture practices, Hirst had built long-standing trust within the heritage sector. However, their brand expression had not kept pace with how the practice had evolved — particularly as their work increasingly bridged traditional conservation and contemporary architectural practice.
The brief was not to reinvent Hirst, but to clarify and refine how they present themselves — creating a brand world that felt calm, assured, and appropriate for the future of the practice.
THE CHALLENGE & INSIGHT
The challenge was one of balance.
Hirst’s brand needed to evolve without losing the qualities that had earned trust over decades. Any shift that felt too bold, trend-led, or disruptive would undermine the integrity of the practice and its heritage credentials.
Through strategic development, a clear insight emerged: Hirst’s strength lies not in spectacle, but in care, clarity, and quiet expertise.
Rather than amplifying the brand, the work needed to refine it — sharpening language, tone, and expression while retaining humility and substance. The goal was to create confidence through restraint, not reinvention.
THE OUTCOME
The work resulted in a refined brand world rooted in clarity, care, and expertise.
A new brand proposition and messaging framework clarified how Hirst speaks to both heritage institutions and contemporary architectural partners. The visual identity was pared back and precise — drawing subtle reference from architectural lettering and conservation detailing, and allowing the work itself to take precedence.
This brand world was carried consistently across touchpoints, from a new website to business cards, email signatures, and a flexible visual system designed to evolve over time.
The outcome is a brand that feels considered and confident — one that reflects the depth of Hirst’s practice today, while remaining true to the values that have defined it for decades.
