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? This is where environmental branding comes into play.
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.
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:
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.
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.
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.