Peterson Rich Office (PRO) is a multidisciplinary architecture practice recognized for research-driven, context-sensitive work across cultural, civic, residential, and adaptive-reuse projects. The studio is guided by the belief that architecture and its social and environmental impacts are inseparable, and that each project offers an opportunity to shape new conversations about the future . Led by Miriam Peterson and Nathan Rich, whose backgrounds include experience at Steven Holl Architects, SHoP, and Tod Williams Billie Tsien, the practice is supported by a team with deep expertise across design, documentation, community engagement, and project delivery .

Studio Loutsis began the engagement by researching and reviewing PRO’s body of work through a series of workshops. These early sessions helped surface the values, methods, and ambitions that define the practice. From this foundation, we developed the brand strategy and studio profile, both of which clarified PRO’s commitment to adaptive reuse, cultural environments, and community-centered design. Their portfolio includes major collaborations with The Metropolitan Museum of Art, Pioneer Works, Galerie Perrotin, and an eight-year partnership with NYCHA that integrates resident engagement and spatial analysis into each phase of design .

A central part of PRO’s methodology is the ability to uncover hidden layers of context. Their design process begins with reading historical, social, and spatial conditions and allowing these insights to shape the architectural response. This approach is especially visible in their adaptive-reuse projects and long-term community initiatives where contextual understanding directly informs final outcomes . Internally, PRO’s tools and documentation practices prioritize clarity, legibility, and collaborative coordination, ensuring that complex information is communicated effectively throughout the project lifecycle .

Studio Loutsis translated this philosophy into the website’s content strategy and interaction model. The site was designed with a simple and elegant surface layer that reflects PRO’s clarity, paired with deeper paths that reveal research, process, and contextual frameworks as users explore. Visitors can understand a project quickly, yet continued engagement uncovers the embedded narratives that shaped it. This structure mirrors PRO’s architectural approach where meaning becomes richer as one engages more deeply with context.

These insights guided the full identity system, including a typographic hierarchy influenced by architectural drawing logic, a restrained color palette anchored by PRO’s core blue and black with precise print specifications such as Pantone 072C , and unified templates for proposals, project sheets, and digital communications. The resulting brand expresses a practice defined by contextual awareness, conceptual clarity, and an ability to reveal deeper meaning within the environments they shape.