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SLAM launches new brand

SLAM’s new brand platform features a new mark, the infinity symbol, representing the firm’s infinite drive to solve complex design problems.

Glastonbury, Conn., Jan. 14, 2020 – The S/L/A/M Collaborative (SLAM), a leading design firm offering architectural, structural engineering and construction services with offices in Connecticut, California, Georgia, Massachusetts and New York, announced today a new brand platform that unveils a new identity. The infinity symbol—represents SLAM’s history as a force in the marketplace with an infinite drive to solve complex design problems for a diverse and knowledgeable client base within the education, healthcare, and corporate market sectors. 

Use of the acronym—SLAM—will become more prominent, building on the solid recognition by the architectural industry and clients, as a firm with a unique and immersive process of discovery and delivery of meaningful places with measurable project outcomes. The branding process provided differentiating key messages that define what “We Are SLAM” means:

  • Purpose: Creativity in design to enrich lives
  • Key business drivers: Discovery-Driven Planning, Expertise to Unlock Complex Projects; Design Inspired Excellence, and Enhanced Delivery with Architect-Led Design/Build;
  • One firm: SLAM’s Shared Values: We succeed when our clients succeed; We are one team; We are curious and open-minded; We are driven; We know trust is earned; and We are dedicated to elevating our communities.

“In launching our new brand, we’re actually affirming a foundation that we’ve been shaping since our beginnings,” said Mary Jo Olenick, AIA, Principal and Chief Marketing Officer, SLAM. “Now we can say ‘We are SLAM’ with a fresh logo, dynamic website, and blog that best captures our team of passionate experts, who are creating buildings that make our clients smarter, more successful and help them make the world a better place.”

The firm website, www.slamcoll.com, has a new look, including a comprehensive Portfolio section and the Design Thinkers blog. The Portfolio encompasses SLAM projects through various phases—from the backstory, to insight, setting the stage for the client’s complex problem, the solution devised by our design and/or construction team, closing with our firm’s impact and creativity in design to enrich the lives of the end users.

The Design Thinkers blog is a portal where team members are encouraged to express their ideas and inspirations on a host of topics, including design, innovation, construction, sustainability, and firm culture within five categories—Design Inspired, Discovery Driven, Build Better, Culture Based, and a Press Hub providing firm-wide news and announcements.

“What set us apart in our first 40 years, and will continue to differentiate us over the next generations, is our rich and demonstrated history of listening to our clients first, then providing them with measurable and sustainable solutions,” said Mark Rhoades, AIA, Managing Principal/Design, SLAM.

Our SLAM social media environments have also been updated to the new brand identity and may be visited on Facebook @TheSLAMCollaborativeArchitecture, Twitter @SLAMcollab, Instagram @theslamcollaborative, and LinkedIn @The S/L/A/M Collaborative.  The firm has designated the following hashtags to support our new brand messaging: #weareslam #youareslam #slamdesigninspired #slamdiscoverydriven, #slambuildbetter, #slamculture.



The S/L/A/M Collaborative (SLAM) is a national, multi-disciplinary design firm offering architecture, planning, interior design, landscape architecture, site planning, structural engineering, pre-construction, with construction services offered throughout the New England region.  Our market focus is on higher education, K-12 public/private education, healthcare, corporate, athletic and recreation sectors. Our infinite drive to unlock and solve complex design problems renders creativity in design to enrich lives. SLAM has offices in Atlanta, GA, Boston, MA, Glastonbury, CT, Los Angeles, CA, and New York, NY. For more information on SLAM please visit www.slamcoll.com.


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