A 50th birthday only comes once, and the occasion should be celebrated accordingly. Global integrated design firm DLR Group approached 50,000feet to help commemorate half a century of elevating the human experience through design. 50k’s task was to give form and expression to DLR Group’s culture through compelling thoughts, words and images. The brief called for neither monograph nor history book but rather an unconventional, non-linear approach to storytelling DLR Group’s legacy. 50,000feet, in turn, created a physical artifact that captured the firm’s essence and helped set the tone for the next 50 years.

Leveraging the DLR Group brand identity and celebrating the firm’s bold character, five themes of ambition, leadership, transparency, sustainability and family are unpacked across more than 200 pages of captivating visuals and copywriting. Approachable and accessible yet impactful and empowering, the book displays a range of visual expression, utilizing typography, palette, scale and imagery in distinct ways.

The volume was a centerpiece of the multi-city celebration and has been greeted with enthusiasm and pride, helping newer members understand what’s at the core of DLR Group and older members reminisce of what you might call the good old days. Most important, however, is that the book provides a platform for the many perspectives, projects and personalities that have created the DLR Group of today while also making room for future growth. The aspirations of current and future employees can build upon the foundation that the book helps reinforce.