CREJ

16 / BUILDING DIALOGUE / June 2020 Curating an Experience Through Environmental Branding A s an interior designer, people often ask me what’s in, what’s out and what definitely shouldn’t be missed in their office design. While there are many factors and trends to consider, my essential recommendation is the same – don’t skimp on environmental branding. If you want to take your project to the next level, make your space an experience – tell your story through design. All around us, elements in our world are vy- ing for our intention and creating impressions, whether we’re conscious of it or not. Environ- mental branding offers the opportunity to nar- rate who you are and what you’re about to people who come into your space. When a client decides to undertake an office de- sign – be it small updates, a large renovation or brand-new office – I always advise on how to in- tegrate branded elements. There are so many con- siderations that go into designing a space, such as flow, functionality and, of course, aesthetics. Graphic design, architecture, lighting and art fuse together seamlessly to create an experience for the user. Office design is an investment of time and money, so if a client is already going to the effort and expense, it makes sense to take advan- tage of the opportunity to enliven their space, infuse their culture and inspire their clients and employees. Why incorporate environmental branding? The benefits of branding a space are well worth the in- vestment. More than slapping a logo on a wall, en- vironmental branding can provide a curated way for people to experience your brand. You want people to remember your space and the associ- ations they connect to it even after they’ve left; branding has the ability to elevate a space beyond its core function, associating emotions with your company. For example, a dimensional depiction of your logo can turn it into a sculpture to be stud- ied, clear wayfinding can help people navigate your space, giving them confidence, and signage can serve as a source of inspiration, encourage- ment or even playfulness. The areas I have found that benefit from envi- ronmental branding the most are client-facing and key employee spaces. In client-facing spaces, such as a reception area, branding can be used to convey a message you want someone to perceive about your company. This could be in subtle ways, such as colors and finishes, or more obvious ones, such as large wall graphics, visible mission state- ments and physical curated displays. These spaces not only create positive initial impressions but also leave a lasting taste in someone’s mouth, prompting them to share their thoughts with oth- ers about a company. Why not create an environ- ment that helps them perceive and remember the way you want to be represented? For employee areas, environmental branding can serve to elevate their experience as well. For a company to invest time and money into the spac- es that their employees see and experience every day communicates a lot to their staff. Branded el- ements such as environmental graphics in back- of-house areas can further express the company’s missions while encouraging innovation and col- Gretchen Butterfield Interior Designer, EUA Denver Design Forward The Froedtert & Medical College of Wisconsin Sports Science Center infused new branding along with legacy elements, high-impact lighting and strong contrasts to elicit a sense of energy and unified team vision. The Gates Corp. wanted its work café to be a place where employees could collaborate, re-energize and feel inspired throughout the day. A wavelike ceiling frames the bright, open space with the company tag line on display.