Which architecture firm pioneered the 'experience-based branding' strategy that revolutionized architectural marketing by focusing on client journey rather than just completed projects?

In the competitive world of architecture firms, brand strategy has become increasingly important for differentiation and client acquisition. How well do you understand the intersection of architectural practice and brand positioning? This poll tests your knowledge of a pioneering approach that revolutionized how architecture firms present themselves to clients and the public.

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Foster + Partners with their 'Design Journey' approach (2008)
Gensler with their 'Experience Index' framework (2017)
Zaha Hadid Architects with their 'Parametric Experience' concept (2013)
BIG (Bjarke Ingels Group) with their 'Yes is More' methodology (2009)