BY DESIGN GROUP

Clarity through unification

Overview

When Egan Bennet Architecture acquired Brian Young Architects, two very different worlds collided — modern modular innovation and traditional architectural heritage. Sprout helped bring clarity and cohesion to this new chapter, creating a master brand that unified both identities under a single, confident idea: By Design.

The Challenge

Egan Bennet Architecture (EBA) had grown quickly, acquiring BYA — a well-established Liverpool practice known for its trusted reputation and traditional methods. But the merger created confusion. EBA was known for its technical expertise, digital design, and modern construction methods, while BYA carried deep heritage and local loyalty.

The result? A complex offer that was difficult to explain. Two architecture brands. Multiple services. A mix of audiences. The message was fragmented, and both teams needed a clear, unified direction.

Our Role

Sprout had been a trusted partner of EBA from the start, having worked with the directors since their early Modularize days. So when the merger happened, the team turned to us again — this time to bring order to the complexity.

As a strategic partner, Sprout guided the process from discovery to visual identity. The early stages were focused on understanding — mapping out every service, uncovering overlaps, and defining where clarity was missing. It took time, reflection, and honest conversation to make sense of the offer and what it could become.

Only after that groundwork did the bigger idea take shape: a new structure that could bring unity without limitation. A system that simplified, clarified, and elevated — one master brand supported by distinct, specialist sub-brands.

Our Solution

The breakthrough came from a shared realisation — that every action, every decision, every detail in their work is deliberate and considered. Nothing happens by chance. Everything has intention behind it.

That philosophy inspired the name By Design. A phrase that perfectly captured how they think, create, and build — and a concept with the flexibility to grow with them.

It became the foundation of a new master brand — a name that celebrates intentionality, intelligence, and craft. It’s more than a label; it’s a philosophy. Everything they do, from concept to construction systems, is done by design.

Under this new identity, the business evolved into a family of specialist sub-brands:

• Architecture by Design - Officially Launched

• Digital by Design

• Structural by Design

• Retrofit by Design

• Optimize by Design

Each sub-brand has its own visual personality — defined by geometry, colour, and meaning — yet they all connect back to the circular “full stop” symbol of the master brand. The circle cuts through each emblem, uniting triangles (architecture), hexagons (optimisation), and other forms that represent purpose and balance.

The design system allows each branch to speak authentically to its audience while staying part of one coherent identity — a rare balance of freedom and unity in a technical field.

The Impact

The launch of By Design gave the business the clarity it needed to move forward with purpose. The new structure simplified communication, made internal alignment easier, and set a clear direction for future growth.

For the first time, the teams at EBA and BYA could see themselves as part of a single, scalable entity — one with the flexibility to evolve while maintaining cohesion. The brand framework now acts as a set of guardrails, giving leadership confidence to expand and innovate without losing focus.

The result is a brand that feels as smart and considered as the work they do — one that truly lives up to its name.

Ditching the Dull

In an industry weighed down by convention, By Design proves that clarity doesn’t have to mean compromise.

A bold idea, beautifully executed — every step, by design.

At a Glance

Client: Egan Bennet Architecture

Sector: Architecture / Construction

Services Delivered: Brand Strategy, Naming, Brand Architecture, Visual Identity, Website Design

Project Duration: Dec 2024 – Sept 2025

Collaborators: Egan Bennet Architecture & Brian Young Architects

Outcome: A unified brand system, clear messaging hierarchy, scalable structure for sub-brands, strong new market identity.

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