Insights

Communicating your brand requires more than graphics on walls

It’s about telling a story through experiences. 

2018-10-31

By Addy Walcott
Brand Experience – Hong Kong

People often think about brands only as the visuals that have been communicated through various media channels. Traditional advertising serves as a great example of shaping messages into attractive and attention-grabbing signals to raise awareness and create deeper connections with customers.

But while companies put a considerable amount of effort and financial resources into sharing their story with the outside world, this begs the question: what about their own people?

Communicating your brand requires more than graphics on walls section

Workplaces are experiencing a revolution in the way people communicate and work. They are now becoming more social and collaborative, which incentivises management to rethink how users engage with their brand inside the office.

How can this be achieved?

We start by identifying the different touchpoints of the user journey within a client’s workplace. Using five principle branding elements, we evoke emotions through all senses that bring the purpose of a brand to life. The results enhance the user experience and create a more engaging and immersive work environment:

  1. Brand identity: Understanding our clients’ corporate identity helps to define their unique positioning and purpose, connecting them to their target audience;
  2. Signage & wayfinding: Building and activating a comprehensive signage and wayfinding system supports a more efficient use of space and delivers further information, whilst also complementing the design of the space;
  3. Environmental graphics: Using environmental graphics delivers a clear message by integrating aspects of the client’s culture and values into the interior design of a space;
  4. Brand environments: These interactive environments, whether physical or digital, are about discovery, learning, and connections. They inform users about the company’s mission and objectives, and immerse them into the brand story;
  5. Brand accessories: Accessories help create a more social, welcoming, and comfortable environment that humanises the user experience. They are the final, detailed layer of design that can add meaning to a curated and immersive workplace.
Communicating your brand requires more than graphics on walls section
A brand-led approach

Top talent prioritise companies that can provide a memorable workplace experience where collaboration is encouraged and culture is amplified, over traditional offices separated by cubicles with little social interaction.

As end-users inside the office live the real story every day from within, creating a working environment using a brand-led approach is of vital importance. It can embody a company’s philosophy, reinforce its purpose, increase productivity and transform business growth.

Communicating your brand requires more than graphics on walls section

We design for people at work because people are the greatest driving force of organisations. This approach to workplace design is best exemplified through our work with Diageo in Singapore. The objective was to create more meaningful connections between Diageo’s own people, customers, and its portfolio of iconic brands at its creative hub and headquarters for the APAC region.

By integrating each of the five elements of environmental branding into our design solution, we successfully delivered a workplace journey that brings users closer to the values of the company and engages all senses by blending experiences.

Read more about the project here.

Communicating your brand requires more than graphics on walls section

Ultimately, the addition of our Environmental Branding expertise to the workplace design process stimulates a transformative mix of sensations, emotions, and behaviours that help reshape a traditional office into a meaningful and narrative-driven brand experience.

As our world becomes more digitalised and automated, intellectual capital remains one of the most valuable assets of a company. But to get the best capital, you need the best people… and to get the best people, you need the best workplace environment.

Request Download

Contact

If you are interested in working with us, have a look at our careers page.