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Identi-kucha is a light-hearted debate on what makes a great practice name.
In line with the LFA theme of identity, we explore the grey areas between name, brand, identity and individual, to discover whether names really matter.
Over the last year, Rachel Birchmore and Emma Keyte have been researching trends in what architectural practices call themselves, their reasons for choosing specific names, and how these reinforce an overall brand or business idea. We’ve talked to emergent practices both eponymous and invented, and questioned more established organisations under both original founders and first-generation leadership.
Identi-kucha brings together some of these interviewees with those on the receiving end: the clients. The architects will make a quick-fire, pecha-kucha style presentation about their names and identity, and the clients will have an opportunity to give their own take on how names influence their perception and, ultimately, selection of designers.
The event is aimed at all those who are establishing, developing or future-proofing their own practice identity, and anyone with an interest in branding and communications.
Speakers include: Claire Bennie (Municipal), Phil Coffey (Coffey Architects), Timo Haedrich (Haptic), Miranda Maclaren (Duggan Morris Architects), Al Scott (IF_DO), Nick Searl (Argent) and Kathryn Tombling (BDP)