Case Study

HOK

OVERVIEW

With more than 2,700 associates in 27 offices worldwide, HOK was a firm with global reach, major stature, and a fragmented identity. HOK partnered with TOKY to build a cohesive brand across continents, practice areas, and platforms.

UNIFYING A GLOBAL BRAND

With a custom typeface and refreshed color palette, the new “One HOK” identity system unifies offices around the world. TOKY created a suite of business papers in American, European, and Asian standard sizes, including business cards with a solid field of signature HOK red on the back.

AN UNRIVALED ONLINE EXPERIENCE

TOKY has shaped HOK’s digital presence since the Web began, helping the firm spotlight its people, share its ideas, and promote its work to companies and recruits. The third and newest iteration, launched in July 2012, was conceived to finalize the “One HOK” positioning, giving all operating entities the ability to market themselves under a unified look. At launch, the site was hailed as both elegant and innovative.

LIFE AT HOK

A first-of-its-kind blog, Life at HOK shows the team behind the scenes, with footage of employees at work and the firm’s local projects. Architect magazine called the blog “a small revolution in corporate communication.”

84%Increase in site traffic since 2012 relaunch

CELEBRATING 60 YEARS

The latest addition to HOK’s site is an anniversary timeline that celebrates six decades of innovation and inspiring design. Historic photos, videos, audio, and text come together in this interactive and on-brand commemoration.

Feedback

“We wanted the new HOK.com to provide a portal into HOK to showcase our global work for potential clients and recruits. TOKY’s team delivered a design solution integrating our firm’s brand messaging. The site has received unanimous praise from the firm’s design directors, who put a high premium on design excellence.”

— BETH BERNITT, CHIEF MARKETING OFFICERHOK