Since 2012, David Bucovy Architect (DBA) has developed an array of acclaimed architectural projects throughout New York City’s hospitality, commercial and residential fields. DBA approached Hoffman seeking an identity that would reflect their high caliber of work and proudly proclaim their standing among the ranks of New York architects. The following engagement reshaped DBA’s visual narrative and communication strategies to more effectively demonstrate their capabilities and design philosophies to the greater architectural world.
Inspired by DBA’s place of practice and historically-minded methodology, Hoffman’s design process was rooted in the rich typographic history of NYC’s urban landscape. The new identity is led by a hand-drawn monogram which revitalizes a typeface recovered from a 19th-century typesheet specimen the team uncovered in their research. It is joined by a wordmark composed of two typefaces which project DBA’s humanist perspective alongside the architectural rigor of their work.
The DBA website was reimagined to showcase their diverse portfolio while keeping an enthusiastic engagement with New York at the forefront of their studio narrative. The site features a project map that demonstrates the span of their projects across the city, and a live video on the About page that plays a 24/7 feed of the mouth of the Manhattan Bridge from their 8th floor studio on the Bowery. Hoffman was also tasked with the art direction and photography of the DBA studio, capturing the unique creative energy of the space and its head staff through a combination of portraiture, spatial and material highlights.
To further expand the DBA web presence, the Hoffman team turned to social media — the studio’s art direction (see below) and new photography naturally extended to a re-skinning of the DBA Instagram account, including new posting guidelines, which focus on a cohesive tone of voice for new brand copy and photography.
Aiming to emphasize DBA’s skillset in both architectural development and interior design, we sought a photographic style that would highlight their design program by capturing the architectural and interior elements of their projects holistically.
This art direction style was proven out during the shoot for the Union Square all-day Italian restaurant Leon’s, owned by Danny Meyer’s alumni Nick Anderer and Natalie Johnson. With an emphasis on key project partnerships and diner experience, the shoot plays off of the experiential nature of the restaurant with a focus on atmosphere, materials and historical details.
