TH08 - The Devil in the Details: Leveraging Brand via Architecture

Thursday, November 29 from 8:30 AM to 10:00 AM « Back

Abstract Text:

Brand is defined as the distinctive characteristics of a business. It is the expressed personality of a company committed to a set of core missions and goals. A company’s brand is its lifeblood. Customers and employees alike are expecting corporations to live up to the standards they set.

How does that ambiguous noun—brand—translate into the design of a company’s physical space? In a time where companies are facing massive challenges in recruiting and retaining talent in an ever changing market, a company’s brand has become a major part of its draw. Office design must take into consideration the attitudes, ideals, and intentions of the corporation and create a place that not only supports them, but nourishes them and allows them to thrive.

This lively presentation focuses on what brand means for a company; what it means in the design of a workplace; how to achieve a space that feels exceptionally unique without sacrificing functionality or financial responsibility on the part of the user. We’ll also engage the audience in exercises on how to find the essence of a company’s brand; how do we create a vision for a project and design; how that vision can support a business’s bottom line.

Learning Objectives:

Understand the significance and impact of brand in the design of a workplace

Understand the importance of defining a company’s brand at the beginning of a project

Understand how a company’s mission and ideals can lead to better recruitment, retention, and satisfaction of employees

Understand how a workplace can support employee engagement, workplace strategies; workplace design; and branding.


AIA Credit Hours:
1.5 LU

Education Tracks: Brand and Marketing

Event Type: Workshops > Session