Branding is often perceived as an externally focused strategy aimed at capturing customers' attention, building a market presence, and differentiating from competitors. While this is true, the Phase 3 team takes a more nuanced approach to branding.
Effective branding extends beyond traditional channels and should permeate every corner of your company, both internally and externally, including your company’s physical environment. For instance, a well-branded office might feature your company's logo, color scheme, and graphic elements throughout the space, creating a cohesive visual identity. The design and decor of your office space can be a powerful reflection of your brand, influencing not only how clients and visitors perceive your company but also how your employees experience their daily work life.
The Benefits of a Thoughtfully Designed Branded Office
A well-branded office has many benefits. It tells a story about your company and impacts the experience of everyone who works or visits your space.
Reinforces Company Culture
It communicates your mission, values, and purpose not only to clients and visitors but, more importantly, to your employees. When employees walk into a space that feels interconnected and consistent with the brand they work with every day, they are more likely to feel engaged with their work and motivated to contribute to the company's success. In addition, a thoughtfully designed office space that is appealing to work in and takes employees' experience and well-being seriously builds an internal culture steeped in your brand, fostering a sense of belonging and pride.
Job Satisfaction and Productivity
Studies have shown that well-designed office spaces can boost job satisfaction and productivity. Research by the Design Council reports that work environments account for 25% of job satisfaction and can affect individual and team performance by 5% and 11%, respectively. A well-branded office creates an inspiring and motivating atmosphere, increasing employee engagement and productivity.
Employee Well-Being and Morale
A 2022 study in Employee Relations study shows how office aesthetics influence job choice and employee well-being. It shows that aesthetic elements like color schemes, artwork, and overall office design are as crucial as traditional job attributes like salary and benefits when candidates evaluate job offers. This means that an attractive office environment can enhance your attractiveness as an employer and positively affect staff experience and satisfaction.
The Deciding Factor in Retention and Recruitment
The same survey concludes that an attractive office environment can be as crucial as traditional job benefits for recruitment and retention. Job seekers increasingly prefer workplaces that resonate with their values and offer a positive atmosphere, making a well-designed branded office a key differentiator.
As a business owner or leader, investing in branded office design isn’t just about aesthetics—it's about developing an environment that supports your employees, reinforces your company's values, and drives your business forward. In the following sections, we will explore how branded design and decor can transform your office space, enhance employee performance, and foster a strong, cohesive company culture, using real-life case studies from two of Phase 3's clients.
Introducing Environmental Graphic Design
Environmental graphic design (EGD for short) blends graphics, signage, wayfinding, and architecture to create a unified experience. In offices, branded EGD enhances functionality, reinforces brand presence and values, provides clear information, and elevates aesthetics, nurturing a productive atmosphere.
Key Aspects of EGD
EGD involves the strategic integration of your company's visual and cultural elements into your physical workspace to create a unified brand experience. This includes the incorporation of logos,brand elements and photography throughout the office to ensure visual consistency that reflects your company’s identity and values.
We also suggest customized wayfinding or ADA signage that includes brand elements, ensuring both functionality and brand standards. Interactive displays can be set up to dynamically update employees and visitors about brand messages, promotions, or company news. In addition, architectural features play a significant role by integrating branded thematic elements such as motifs in walls, partitions, and furniture design that echo your brand's story or mission.
Custom fixtures and furnishings can also be designed to embody your brand's aesthetic and still be very functional. Many companies display their mission statement, values, and inspirational quotes prominently in their space to remind employees and visitors of the brand's core principles. Interactive and engaging spaces can be created to foster employee participation and reinforce company culture, including branded break rooms, collaboration zones, and conference rooms.
This comprehensive approach to branded EGD ensures that your physical office space aligns with and enhances your brand's identity and values, creating a positive and productive environment for both employees and visitors. To showcase how Phase 3 uses branded EGD, let’s review a case study that vividly illustrates the transformative power of branded office environments.
Celebrating Life's Adventures at Maverik: A Case Study in Branded Office Design
Maverik is a well-known convenience store chain in the western United States. It was founded in 1928 and is headquartered in Salt Lake City, Utah. Maverik has over 300 locations across several states, including Utah, Idaho, Wyoming, Colorado, Nevada, Washington, Oregon, and Arizona. Recently, the company acquired Kum & Go, a prominent convenience store chain headquartered in Des Moines, Iowa, and known for its distinctive branding centered around convenience, quality, and community engagement and extensive network of locations in the Midwest and Mountain West regions. The company's name is derived from the initials of the founders' last names (Krause and Gentle) and is intended to evoke a sense of convenience for customers "coming and going."
The Challenge
After renovating part of their Salt Lake City, Utah headquarters, Maverik partnered with Phase 3 to provide updated environmental graphics in both their HQ and Des Moines office locations.
With their brand-focus and tagline being “Adventure’s First Stop,” Maverik’s Salt Lake City HQ office space previously incorporated outdoor images of travel destinations and interactive, three-dimensional elements into the design. These elements include a functioning climbing wall, a wall with a mounted disassembled mountain bike, and displayed climbing ropes, paddles, and carabiners.
After renovating two of the 14 floors, the renovated floors were ready for use but needed fresh graphics. The client wanted to continue the adventure theme from the other floors into these new floors and asked the Phase 3 team to develop new ideas to bring the brand to life in these new spaces. In addition, the Kum & Go headquarters in Des Moines needed to be updated to reflect Maverik's brand while respecting the original company's legacy.
The Design
We started with site visits to understand the client’s goals and to get a feel for the existing spaces. Then, we got busy with design ideation. The client has a photographer on staff who travels the country and takeshigh-quality, beautiful imagery. So, the team had a vast and rich source of compelling images to cover the space. Most of the brainstorming and design of the space was centered around creating memorable moments using dimensional installations that conveyed both adventure and represented different regions of the country. From the beginning, the Maverik team was a vital part of the process, ensuring that the design, fabrication, and installation process was seamless. The design team also collaborated with the Phase 3 production team to choose the most appropriate materials and fabrication methods for the space.
In Salt Lake City, the client decided to theme each floor – one was a California theme, and the other was a Central/Midwest theme. The team designed a redwood forest for the California floor to represent Northern California. The final installation was printed to look like an authentic slice of a tree, wrapped in what looks like actual tree bark, but is made with synthetic materials. For southern California, the design features skateboards by creating a grid of actual skate decks surrounding the word "Adventure" spelled out with skate wheels. This floor also features a textured sand wall resembling the desert sands and the beach. The design of the Midwest/Central floor revolves around water with a topographic view of the upper Mississippi River, with an agedcopperfinishing . There is also a wall featuring canoe paddles arranged like fish scales overlapping each other.
In Des Moines, Phase 3 designers created a legacy wall in a conference room that features a combination of historic Maverick and Kum & Go logos to highlight the acquistion with a nod to the legacy of both brands. Maverik “base camp” messaging and design elements were incorporated into hallway wall art to bring the unified brand message together.
The Installation
Between the two locations, the Des Moines office was priority to ensure the space was ready for the planned move-in date of the Maverik's employees. The Salt Lake City installation, while on-going is about 90% complete. To avoid disruptions, the installations were scheduled mostly after hours or on the weekends.
Since Phase 3 is not local to either location, handling issues during installation was challenging, but by relying on installer and client communication, we did our best to ensure the installation process was as seamless as possible.
The Outcome
The Maverik team received very positive employee feedback. They felt the graphics enhanced their space and helped showcase the brand in Salt Lake City. The team in Des Moines felt the new graphics helped increase excitement about the Maverik brand and the acquisition transition.
The Big Takeaway
Here's what we hope you take away from this blog and case study. Branded office design is more than just a matter of aesthetics—it's a strategic tool that can significantly impact your company. The Phase 3 team's work with Maverik and Kum & Go illustrates the transformative power of thoughtful, branded design. Investing in a well-designed, branded office creates a space that supports your employees' best work and drives your business forward. As demonstrated by the positive outcomes of the Maverik project, a comprehensive approach to EGD ensures your physical workspace looks great and serves as a powerful extension of your brand, fostering a unified company culture.
If you're looking to give your office space a refresh, but not quite sure where to start, contact us today.