• Architectural Review, Tuesday, December 19, 2006 12:15 PM

The Los Angeles-based architecture and branding firm (M)Arch is run by two architects and a strategic-marketing professional. They have structured their firm into what could be a significant niche in the business of architecture: The three partners concentrate on creating a holistic brand experience for clients that includes good design as part of the strategy and keeps their egos out of the picture.

"We are focused on creating significant work, not signature work," says architect Todd Erlandson. Creating significant work means defining a company's values, and maximizing those values into a built environment, whether it be for a corporate headquarters, a preschool, a city or a dental office.

The firm encourages clients to define who they are, and then helps them execute their strategy in different areas of design, including logos, business cards and Web sites. "Brands are creating the landscapes of our cities," says Erlandson. "If we, as architects, don't step up and get into it, what will happen to our built environment?"

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