Uncovering new purpose within an established brand

Messaging, Positioning

Towards a Greater Vision

B+H is one of Canada’s largest and most established architecture firms with offices around the world. They are known for their projects supporting famous global architects like Ludwig Mies Van der Rohe, where they acted as executive architect, and not the designer. They had come to be known as the firm that gets things done but not necessarily for their expertise or vision as designers. Frontier was engaged to develop new brand positioning that could chart an authentic path beyond just executive architect.

Design at the Heart

With more international success came a desire to reposition the firm with design at the heart, but in a way that could still feel uniquely and authentically theirs. Frontier performed multi-stakeholder engagements with senior leadership to establish B+H’s purpose, a set of distinct values, and a core ambition for the firm that sets out a compelling path forward as an international design leader.


For B+H, their name has come to stand for much more than just the founders of the firm, Sidney Bregman and George Hamann. Through Frontier’s research engagement process with the client, we came to understand that B+H stood for a unique way this team of architects, planners, engineers, and designers approach their work—bold design informed by careful listening. Bold+Human became the purpose that informed new positioning, and even a new tagline for the firm across all their communications.

In Frontier we found a true strategic partner in the journey of uncovering the DNA of our brand and expressing it in a way that has become a rallying cry and touchstone for B+H.

Jennifer Futol, Chief Marketing Officer

Visuals by B+H. Tagline and messaging by Frontier.