R.E. Dinneen Architects and Planners (REDAP) was approaching their 38th year in business when the principals began the rebranding process.

If you’re considering naming or renaming your architecture firm, you probably know what you don’t want. Those names that make your eyes roll. Tacking on another last name to the string of names. The much-settled-for acronym. One client said, “I don’t want a name that sounds like it could be a cannabis store.”

Meet Dena Alspach, AVEC’s Director of Marketing, a storyteller at heart, and a strategist by trade.

In our 10+ years of advising small and mid-sized architecture firms, AVEC has spoken with thousands of firm leaders and completed custom business assessments for over 100 companies.

Branding work can be truly enlightening and energizing for firms. However, like architecture, a successful outcome relies on an effective design process. 

The marketing team at AVEC has taken a candid look at our rebranding experiences over the years. We’re sharing our observations in hopes of helping your team follow the best possible process as you approach a rebrand—and we hope you’ll contact AVEC to discuss your branding project!

Meet Xylia Buros (pronounced Zy-LEE-ah), a Senior Marketing Specialist at AVEC whose career journey bridges the worlds of art, media, and architecture.

Nestled in the serene surroundings of Canandaigua, New York, Valerie Puchades serves as the Director of Strategic Planning at AVEC.

Inside the Firm’s Alex Gore and AVEC’s Rena Klein, FAIA, discuss a range of topics covering architecture firm valuation, what it means to share ownership, buying into a firm, and her “greatest hits” of advice for small architecture firm leaders.

Hailing from Portland, Oregon, Carlos Valle brings a rich blend of artistic leadership and graphic design expertise to the team, cultivated over more than a decade.

A great name isn’t just a label; it’s a strategic tool that can shape your firm’s success and identity for years to come. This week on the EntreArchitect Podcast (Episode 591), I sat down with Emily Hall, President of AVEC, to dive deep into the art and strategy behind naming an architecture business.

From starting her own practice in the mid-80s to grappling with the complexities of managing a firm, our guest offers invaluable insights into the business side of architecture. She reflects on the struggle against the profession's historical aversion to business acumen.