Sasaki, a global planning and design practice founded in 1953, approached BMD to identify and refocus the core essence of their firm to lead a bolder, more ambitious organization. A collaborative process of research conducted with the practice’s staff yielded a new brand positioning focused on “defining the future of place.” Key messaging was further developed, emphasizing Sasaki’s mission as an organization that creates places that prove human potential. BMD reinforced this optimistic, collaborative message in Sasaki’s new visual identity. A word mark generated from four core geometric shapes, shifts in colors to create vibrant logo variations. These shapes are then used to form patterns, visual language elements, and a custom alphabet. The resulting identity was implemented across physical and digital points.