Re-Introducing Between Projects
For the last four and a half years, Between Projects has been evolving, mostly through the work itself. What started as an independent marketing practice has gradually become a more defined studio with a broader remit: helping organizations make sense of the systems that connect brand, communications, digital infrastructure, media, analytics, and growth.
That shift happened naturally. A project might begin with positioning or a website and then expand into campaign planning, measurement, customer journeys, reporting, or ongoing optimization. Over time, it became clear that the most useful work was rarely confined to one channel or deliverable. The real value came from understanding how those pieces related and helping our clients build something more coherent around them.
The Beginning
Today, Between Projects is a marketing architecture studio based in New Orleans. We tend to work with organizations entering a new phase of growth, adapting to change, launching something significant, or realizing that the systems they built over time no longer fit the organization they have become.
Our work still spans a wide range of disciplines, but our approach is fairly consistent. We begin by understanding the whole picture: what the organization is trying to accomplish, where the friction is, how customers move through the experience, which parts of the system are already working, and where the gaps are. From there, the work may involve strategy, branding, websites, communications, analytics, paid media, reporting, or some combination of all of them.
We have organized that work into four broad areas: Marketing Blueprints, Brand Systems, Digital Infrastructure, and Growth Systems. Some engagements move through all four. Others begin with one focused need and expand only as far as the problem requires. The point is not to force every client into the same process. It is to have a clear way of understanding how the different parts of marketing fit together and what needs to happen next.
Early Concepts
A New Public Face for the Studio
The new Between Projects brand and website aim to make the public side of the studio feel more like the work itself.
Over the past several months, we have been refining the identity around a visual language of typography, working documents, technical marks, paper, photography, reports, diagrams, and other artifacts of the design process. The intention was to create something that felt precise and considered, but still active: a studio in the middle of making things rather than a polished surface that only shows finished outcomes.
That same idea shaped the website. We wanted more room to document projects properly, to show the thinking and process behind the work, and to create a place for smaller projects that might not need a full case study but still say something useful about the practice.
This Journal is part of that documentation too. We plan to use it to share more of what we are learning through client work, design, technology, research, and experimentation. There is no ambition to turn it into a constant stream of content. The goal is simply to make more of the thinking visible and build a better public record of the studio over time. We’ll also share interesting stories about our clients and the work they are doing, because that is much more interesting than marketing gibberish.
Concept Three
For most of Between Projects’ history, the majority of the work has lived in meetings, strategy decks, working documents, presentations, reports, prototypes, and conversations with clients. Very little of that has had a durable public home. The new site gives us one.
This feels like a better representation of where the studio is now, and a better foundation for where we want to take it next.
