New Firm. Fresh Identity. Built From the Ground Up.
The Challenge
When Gavin Brearey and his partners launched Chapel Row Architects, they knew that getting the brand right wasn’t just a box to tick—it was a milestone that mattered.
They were entering a competitive space, and their brand needed to reflect the firm’s personality: thoughtful, balanced, and trustworthy—with just the right dose of modern creativity.
THE Process
Step 1: Moodboarding with Intent
We kicked things off by exploring several creative directions, each rooted in a distinct message. From minimalist and refined, to bold and contemporary, the moodboards helped set the tone and give the Chapel Row team a clear sense of where the brand could go—and, just as importantly, what to avoid.
This wasn’t about guesswork. It was about making focused, informed choices
Step 2: First Design Round
From the chosen direction, we developed a set of logo concepts that brought the ideas to life. These weren’t filler options—they were built to give the team real, viable routes to discuss, challenge, and refine.
After a bit of space to reflect, Gavin and the team found the one that clicked: a confident, arched mark with the right balance of modern edge and quiet authority
Step 3: Dialling It In
From there, we got to work fine-tuning the final logo. We adjusted typefaces, refined the shape, explored colour palettes, and built out some additional visual assets to bring flexibility to the brand. Every detail mattered. This was a brand that needed to hold its own—on signage, on plans, on business cards, and across a digital presence
Step 4: Building the Toolkit
The last stage was all about consistency and usability. We developed a full brand guideline and asset kit—including correct logo usage, colour codes, typography rules, layout advice, and real- world application examples.
The result? A confident new identity system that the team could actually use, without diluting the design.
The Result
A brand that reflects the values of the practice: clarity, integrity, and smart design.
A toolkit that helps them show up consistently—online, in print, and in person.
And a professional, collaborative process that gave them full ownership of the outcome.
Creating the right brand identity for our new firm was one of the first crucial milestones we needed to implement before launching…
Gavin Brearey, Director, Chapel Row Architects
New Realm had been recommended to us for the quality of the work and their process, which is both professional, strategic and client-friendly.
We liked several designs but gravitated to our logo and identity fairly quickly as it worked so well and was the exact look we had hoped for.
We’d have no hesitation recommending New Realm to any business who would like to create a distinct look for their brand.