Line Lab

Line Lab is a Phoenix-based immersive architecture firm that creates unforgettable environments for boutique hotels, restaurants, and entertainment venues by blending art, design, and technology. Their work spans 3D modeling, engineering, storytelling, and art, but their previous brand identity failed to communicate this versatility.

They needed to break free from the monochromatic aesthetic dominating traditional architecture firms and position themselves to attract boutique hotel developers and hospitality groups seeking truly distinctive concepts.

We positioned Line Lab using the Creator archetype, emphasizing their role as non-conformist innovators who produce works of enduring value. The strategy centered on visual storytelling that breaks industry conventions, using a vibrant 10-color palette and an animated logo system that transforms through multiple states (Ink Bleed, Sketch, 8 Bit, Neon) to visually demonstrate their range.

We delivered a complete brand identity system, website, and guidelines that let their stunning project photography take center stage. The result is a comprehensive brand that positions Line Lab to attract the caliber of clients they want while establishing a confident market presence that stands apart from traditional architectural firms.