When your business is killing it, it’s easy to keep it cozy with a website telling stories you’ve outgrown. After all, it doesn’t hold you back … until it does.
The McBride Company is an architectural design firm that creates branded hospitality experiences, from trailblazing cannabis retail spaces to Margaritaville’s global empire. Their client roster is total goals.
The problem was, their website showcased older projects without featuring their inimitable approach or talent. They were doing so much more, and who they were had evolved.
In need of an identity and website overhaul, McBride came to Paper Tiger with untold successes and a plan to restructure and reposition their brand. In other words, our idea of fun.
Our designers went crazy with this one, and the award-winning result is cool AF. Adding a brand family design and mind-blowing site to their portfolio, The McBride Company is all set to design the future of leisure.
The McBride Company restructured their brand and organization into sub-brands focused on three service areas: the Alpha Think thought lab for experiential concepting, the Brand Beta full-service branding agency, and the McBride Design center for interior and architectural design.
Paper Tiger conceived an elegant family of logos that evokes skyward architecture, from antiquity to modernity. The parent brand suggests an “M,” Alpha Think an “A,” and Brand Beta a “B.” The extracted angles lock together, with the McBride Design diamond at their base —the architectural discipline that serves as the firm’s rock.
Our inspiration was an iridescent abalone shell, the kind you might find on a raw-bar tower at a five-star hotel restaurant The McBride Company designed. We deconstructed its spectrum into a cool-toned gradient and abstracted the shell shape into an angular pulsating blob. The effect is a living, breathing nerve center of structural ideas.
Immersive UX is buzzy, but what the hell does it even mean? To Paper Tiger, it means creating a digital world the user can get lost in … and then giving them a map and compass.
The first thing we did was throw out conventional notions of header and footer, favoring a radiant menu over a linear one. We start the navigation experience with the three sub-brands in the center of the screen and let the user work their way outward to explore interactive details, like draggable image carousels.