For decades, Ridge has been a high-performing powerhouse operating quietly at the top of the built environment sector.
From the engineering marvels of Formula 1 Headquarters to landmark cultural institutions like the British Museum, their footprint is undeniable.
Yet, a typically British modesty left the firm with frustratingly low visibility — often described by clients as ‘the best-kept secret in the industry’.
The objective was clear: strategically move the firm’s reputation from a hidden gem that wins mostly when known, into a top-tier industry leader universally invited to the most influential, top-table conversations.
In a crowded marketplace full of safe, orderly corporate branding and indistinguishable visual styles, we uncovered a profound product and human truth. Ridge doesn’t just draw up plans; they roll up their sleeves and get things done with exceptional technical precision and positive partnership.
This drove the creation of their new core positioning: Practical Brilliance.
‘Practical Brilliance’ bridges the gap between vision and reality, plan and build, data and design. It honors a legacy of integrity and technical excellence stretching back to Harold Ridge’s post-war practice in 1946, while injecting a confident, forward-thinking energy designed to shape the global stage.
The visual identity relies on a beautiful tension, the harmony between strict logic and pure creativity. It’s the brand pillar that truly defines the system. The design constantly tells the narrative of Ridge’s offer: the flawlessly practical holding up the genuinely brilliant.
The creativity from SomeOne was exactly what you’d expect — exemplary. They threw their whole selves into it, nothing was too much trouble, and they never account managed the joy out of it. They are really, really, REALLY lovely people to work with: quick to respond, happy to challenge you, also willing to concede when you push back with good reasons. They have strength in depth too — so you really do get the team that pitches — even when the dopamine has left the project. Exactly what we needed to get a bold new brand over the line internally, from equity partners to apprentices.
The Custom Wordmark: Moving away from traditional corporate typography, we crafted a bold, bespoke wordmark that feels simultaneously grounded and inventive, immediately establishing Ridge as an authoritative built-consultancy pioneer.
What you see in the wordmark are called ‘ink traps’ — these clever, beautifully engineered little cuts enable letterforms to be better read at smaller sizes (exemplified by the typefaces used in phone books, bibles and other printed publications where text is small, paper isn’t great and ink tends to bleed.)
Moving Ridge away from a monolithic ‘sea of green’ allowed us to introduce an extended palette of bold fuchsias and vibrant tangerines that pop on digital platforms and physical structures alike. Every element of this rebrand, from the custom wordmark to the fluid architectural textures of the brand pillar, was designed to ensure Ridge is no longer the industry’s best-kept secret, but its standout pioneer.
Colour Palette: A bold new set of brand colours that firmly sets Ridge apart from its competitors. Led by a foundational green and supported by rich, dynamic and contemporary tones.
A New Circular Symbol: We designed an intricate, geometric circular monogram composed of interlocking ‘R’s — Engineered to build long-term, standalone brand equity, the monogram offers a sophisticated signifier for social media, corporate collateral, and beautifully minimal merchandise.
We unearthed a core human truth. At Ridge, the best projects are interdisciplinary not multidisciplinary. They connect many skills to create success in the face of immense complexity. The new ‘Practical Brilliance’ strategy gives Ridge the license to amplify who they are: an unstoppable, top-tier force that matches deep technical mastery with a refreshing, down-to-earth agility.
The Brand Pillar: At the heart of the new identity is a dynamic hourglass-like brand property.
This fluid, texturized central pillar acts as a structural metaphor for Ridge’s signature move — from initial enquiry to the moment the builders move in — they handle everything in between. From Surveys, Architecture, Infrastructure, Health & Safety, Planning — you name it.
Much like Ridge’s famously adaptive approach to complex built environments, The Brand Pillar changes to reflect and amplify the subject at hand. From the cutting edge materials of F1 to the pink feathers of a Zoo’s flamingo enclosure…
From pitch to production SomeOne delivered both the sausage and the sizzle. I’ve commissioned several rebrands at scale but this one was hands down the smoothest and dare I say it, the most fun, thanks to their team’s ability to capture a rooms attention, hold it and guide people to clever, strategic & creative solutions that exceed expectations. We’ve had incredibly positive feedback from clients and staff alike. The process was seamless, the outcomes superb.
Huge thanks to the entire team at Ridge, Particularly Julie Guppy & Katharine Morris.
SomeOne Team:
Strategy
Simon Manchipp
Design
Rich Rhodes
Kyra Marks
Ian Dawson
Ryan Parsons
Henry Carrow
Account management
Ben Field
Gemma Fulcher
Bea Bassett
Digital
Mallard & Claret
CGI/Production
Rokabye
Motion
Joe Fellows
Photography
Sorted