Which rebranding strategy helped Skidmore, Owings & Merrill (SOM) transform its market position from primarily commercial architecture to a sustainability leader in the early 2000s?

In the world of architecture and design, branding strategies have evolved significantly over the decades. Successful architectural firms understand that their brand identity is as important as their portfolio. This poll tests your knowledge about a famous architectural firm's rebranding strategy that significantly impacted their market position and client perception. Can you identify the correct transformative rebranding approach?

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Launching their 'Environmental Responsibility Program' with LEED certification guarantees for all new projects
Merging with Foster + Partners to create a sustainability-focused conglomerate
Rebranding to 'SOM Green' with a complete visual identity overhaul focused on environmental imagery
Creating a separate sustainability division called 'SOM Earthworks' that operated as an independent consulting firm