Two of the AEC industry's most respected advisory firms, Stambaugh Ness and Zweig Group, joined forces to offer something the market didn't have: full-lifecycle business strategy and tax consulting under one roof. To make the vision a reality, the new firm needed a merger rebrand that honored both legacies and announced a new kind of partner.
The Ask.
The merger of Stambaugh Ness and Zweig Group presented a rare opportunity to reshape the AEC advisory landscape. Individually, each firm is well-established across accounting, strategy, technology, talent, and M&A; and each has a unique brand personality. Together, they create a lifecycle offering and bring a balance of both firms’ personalities to the work. The new identity needed to unify both organizations, honor their reputations, and position itself as the leading business advisory partner for AEC firms without diminishing what made each successful from the start.
The Answer.
Third & Arch brought the two established AEC brands together under one clear strategy, message, voice, and visual identity. The result was SNZweig, a new brand that elevates AEC clients alongside trusted advisors and across proven services.
The Goods.
- Brand Strategy
- Research & Discovery
- Naming
- Visual Identity Design
- Brand Style Guide
- Web Design
Brand Strategy
Understanding the Landscape
We began by understanding what the new organization needed to represent. Through stakeholder interviews, executive workshops, audience surveys, and competitive analysis, we identified the qualities clients valued most, the strengths each legacy brand contributed, and the whitespace emerging in the AEC advisory market. The heart of the story became clear: this merger was about creating something stronger than either organization could become independently.
One Firm, One Story
Before creating a name or visual identity, we established defining qualities for the new brand. Through research and discovery, we created a positioning platform that articulated the difference of the merged brands: a single advisory partner built exclusively for AEC firms.
Defining the Message Behind the Merger
From there, we created a clear framework for how the new firm would communicate its expertise, differentiate itself in the market, and unite two legacy cultures under a shared vision. We crafted the company's core messaging, value proposition, brand story, mission, vision, values, and messaging pillars.
A Structured Path to the Right Name
With the brand strategy set, we turned to naming. To shape a productive brainstorm, we developed overarching concepts to guide our list of ideas. To structure evaluation, we created a criteria table for leadership to evaluate each concept against strategic fit, memorability, pronunciation, differentiation, scalability, and legal viability.
We developed a broad slate of naming options before narrowing down to 15 finalists. From there, we evaluated and vetted the candidates against trademarks and cultural and phonetic risks. The names ranged across derivatives of architectural terms and names inspired by each of the individual organizations.
The team ultimately selected SNZweig as a bold proclamation of this new era.
Two Legacies, One Name
The name carries elements of Stambaugh Ness alongside the distinct Zweig to maintain brand equity. Key elements of each organization remain, but are now stronger as a unit than they were on their own.
Visual Identity
Built for the Future of AEC
The design system draws inspiration from the vision itself: giving clients a competitive, forward-moving edge across advisory services. Geometric containers, layered backgrounds, and directional elements suggest connection, progress, and momentum. The brand colors evolved from the original Zweig Red towards an orange-led primary palette to bring in both energy and warmth, while being ownable and distinct. Together with bold typography, dynamic treatments, and flexible layouts, the identity is a modern, confident brand built for the future of AEC.
Website Design
The new website design gave SNZweig a bold digital home for its launch. The identity comes to life on every page, creating an easy way for AEC leaders to explore services, meet the team, and see what the merged firm has to offer.
The Result.
