Introduction
In the past year , we observed a trend shift among our customers towards enhancing the workplace experience. This shift was driven by a desire to foster a sense of belonging and to navigate challenging economic conditions. Bringing an exciting brand experience to workplaces proved to be an environmentally sustainable, cost-effective, and creative way to promote happier, healthier, and more productive workplaces.
Understanding Experiential Graphic Design
One effective method for integrating the brand experience into our spaces is through Experiential Graphic Design (also known as Environmental Graphic Design). Experiential graphic design takes a broad view, incorporating elements of industrial design, interior design, copywriting, graphic design, and architecture. This approach allows us to align workplace design with the organization’s overall strategy.
(Insert as excerpt: Here are some reasons why you should be thinking about improving your brand experience, along with some stories from our projects).
The role of brand in placemaking
Experiential graphic design plays a crucial role in placemaking, serving to educate, remind, and enhance the everyday experiences of those who occupy a space. The work environment needs to stimulate positive feelings in its users, which can be achieved through various means, such as reflecting the local surroundings, the company’s heritage, its cultures, and values, among others. This is particularly significant for large corporations with numerous global offices, as it allows them to establish a unique identity for each location. (1)
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Environmental graphic design isn’t about rebranding. It’s about aligning the physical workspace with the company’s larger strategy, enhancing the brand image and employee experience.Consider environmental graphic design during workplace transformation to align the brand with the interior design. Some brand elements may need adjustment for space needs, like translating digital colors to physical ones for a relaxing employee environment.
Working with Visma Finland on their multi-floored Rautatalo campus, we teamed-up with their brand team to introduce their latest rebranding and the workplace transformation. This allowed us to encourage new ways of working and the company's new image both to their employees and to the public. Visma Finland is a great success story as bringing a vibrant fresh brand to life compliments the beautiful workplace and Alvar Aalto’s architecture.
Wayfinding is crucial to the employee experience
Graphics, in their simplicity, can convey a vast amount of information. Effective design seamlessly integrates into its environment, only revealing itself when necessary. A simple shade of red, for instance, can subtly guide behavior and workflow in a given area.
Signage and wayfinding systems aim to eliminate unnecessary distractions, allowing users to concentrate on what truly matters - productivity and well-being. The combination of environmental graphics and digital tools can create a smooth experience for employees, which leads to enhancing workplace efficiency.
In our work with Vaisala, colors, and icons were carefully assigned to each space, enabling teams to swiftly navigate the facility. Our traffic light system which defines the function of each area, serves as an effective way to direct the users with the necessary information.
Promoting positivity and well-being
“Creativity lives in that sweet-spot spot between blank walls and chaotic embellishment; a position occupied by thoughtful and informed graphic design.” (2)
Graphic design, when executed tastefully, can introduce art and aesthetics to the public in a functional manner. Posters and icons need not always serve a specific purpose; they can also act as conduits for art curation and humor, even in the most sterile environments.
Another approach to eliciting emotion is to concentrate on the psychological impact of certain graphic patterns and treatments. For instance, the biophilia theory posits that individuals seek connections with nature, which can enhance their overall mood. While incorporating plants and other living elements into an office space is an excellent strategy, graphic treatments can also serve to suggest this connection to nature. (1)
The creation of visual blocks on glass walls is an effective method for introducing clarity to a space while addressing privacy concerns. In our work with GE, we brought their playful brand to life in their workplace. We creatively utilized elements from various districts in Helsinki to obscure the view into spaces ranging from open to highly confidential.
Bridging the gap between digital and physical
In the hybrid work era, seamlessly integrating digital communication methods with physical spaces can enhance a sense of belonging to a company’s culture, even when working remotely. The digital brand identity, mirrored in the physical environment, can play a pivotal role in the organization’s overall strategy, fostering a cohesive hybrid model.
Moreover, the integration of digital and physical spaces in a hybrid work model can foster a more inclusive and collaborative environment. Virtual platforms can provide a space for brainstorming, discussions, and team-building activities, replicating the dynamics of a physical office. Simultaneously, the physical workspace, reflecting the company’s digital brand identity, can serve as a tangible representation of the organization’s values and mission.
Again, in our collaboration with Visma, the proposed icon library and house rules template were designed in line with their brand guidelines so they can be used in their internal communication as well.
In conclusion, the integration of brand experience into our workplaces through Experiential Graphic Design is not just a trend, but a strategic approach that fosters a sense of belonging, enhances productivity, and promotes well-being. By aligning the physical workspace with the company’s larger strategy, we can create unique identities for each location, guide behavior and workflow, and even introduce art and humor into our daily lives. Our successful collaborations with companies like Visma Finland and Vaisala serve as a testament to the transformative power of this approach. As we move forward, let’s continue to explore and innovate, using design as a tool to create workplaces that are not just spaces, but experiences.
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