Thriven Design Rebrand Wins Prestigious Zweig Marketing Excellence Award

Thriven Design’s corporate identity launch, in which it took on the Thriven Design name, identity, logo, color palette, messaging, website, and collateral, has been selected by The Zweig Group as the best Corporate Identity / New Identity Launch in the country.

The honor was announced Wednesday, July 3, by the Zweig Group, well-known research, publishing, and advisory firm to the A/E industry.  The judging panel, made up of a team of senior AEC marketing professionals, awarded Thriven Design the first place Marketing Excellence Award as a result of the rebrand’s creativity, messaging, results achieved, and level of design.

Thriven Design’s corporate rebrand was unveiled publicly in October, 2022, following two years of research, conceptualization, and development that involved full participation of all members of corporate and legacy leadership, as well as multiple input sessions and surveys with employees.

The process embraced the historic opportunity to launch the esteemed Kitchen & Associates brand into its next 50 years, clearly communicating the breadth of new services that had been brought on board since the firm’s founding in 1971, as well as the creative and technological skill of the firm’s architects, engineers, planners, interior designers and energy specialists.

The rebrand was uniquely challenged in its dual imperatives to both reaffirm the public service aspect of the firm’s longstanding affordable housing mission while broadcasting the company’s high design abilities to produce cutting-edge market-rate and student-housing.

Brand consulting firm Cohere created a logo, website, and collateral package that mastered this delicate balance, under the leadership and guidance of Managing Principal for Growth & Strategy Richard A. Carbone, who had previously led internal workshops that generated what would be the firm’s new name: Thriven Design.

Zweig’s annual Marketing Excellence awards honor outstanding and effective marketing and marketers throughout the AEC industry. Marketing Excellence award winners are honored at the annual Elevate AEC Conference, which will be held this year from September 18-19 in Tampa. Florida.

To learn more about the Marketing Excellence Awards, visit https://zweiggroup.com/pages/award-winners.