GLUCK+
As part of a major rebranding, including new firm name and website, our objective was to tell the story that distinguishes the architectural practice from others: through the process of Architecture Led Design Build, GLUCK+ is not just a design firm, but also responsible for construction. 20 bite-sized videos each explain a specific aspect of how this unique approach plays out. Their structure: set up the problem of the status quo (the bifurcation of architecture and construction) to explain the elegant and integrated solution offered by GLUCK+. The goal: transform niche information into interesting and engaging stories. The videos were a showcase aspect of the new website, which was developed as a parallel effort in close collaboration with Pentagram. Ultimately the videos were meant to be as educational as they were commercial—targeting students of architecture and aiming to inspire them to embrace construction as part of architecture.
In collaboration with partner: Research | Conceptual Development | Art Direction + Graphic Design | Voiceover
What’s It Cost?
Bidding is an important process that determines what a building will cost to build. The video uses the visual metaphor of a slot machine to demonstrate how many different companies bid their price to build a portion of the building, and how understanding the true meaning of a bid is a gamble.
Picture a Building
Typical architecture drawings tend to describe a finished building-- not how to build it. The drawings at GLUCK+ are manuals, visually translating the information necessary to clearly communicate a builder’s job. The video uses the visual metaphor of a bell pepper—cut in plan and in section—to demonstrate that the more visual information in a drawing, the easier it is to understand the whole story.
Thinker Maker
Historically those who designed buildings also oversaw their construction. But that changed in the 19th century as architecture became a distinct profession. The video plays with the space of the frame—split into two, or together as one—to demonstrate the design and construction split within architecture.
Trade Sets
Unlike a large, unwieldy set of architectural drawings that must be parsed out by a general contractor, the drawings prepared at GLUCK+ are made distinctly for each trade, ensuring clearer communication. To communicate the concept, the video uses an analogy of a symphony, in which players receive a unique set of instructions based on their instrument.
I’m a Non-Profit
The process of Architect Led Design Build at GLUCK+ brings design to non-profits in a way that enhances the fundamental mission of their institution. The video takes the format of a “conversation” between a hypothetical non-profit and the architects of GLUCK+.
