Like indoor and experience design, storytelling and branding at workplaces such as the new headquarters of Grafic Packaging International from Atlanta in Atlanta.
In an era of the hybrid work, the office has become a powerful instrument for companies to promote its brand, culture and their cooperation. Graphic Packaging International, a leading global provider of sustainable consumer packaging, recently introduced its newly designed headquarters in Atlanta, which does exactly that – the history and values of the company in the entire physical area of work.
In order to unpack the reaching of the graphic packaging (and the lessons that other brands could follow), we deal with three of the most important people in the design team:
• Dan Ahern is Vice President for Global Design and Innovation in Graphic Packaging.
• Vivien Chen is a senior project interior designer at HOKS Atlanta Studio.
• Bethany Foss is an experimental designer in the Kansas City Studio from HOK.
Take a look at the complete discussion in the video below or jump down for five Takaways companies to bring branding and storytelling into your workplace design.
1. Inclusion of storytelling + branding at the beginning of the design process
The graphic packaging wanted the new room present its innovation for employees and customers. To ensure this, HOK's indoor and experience worked early with graphic packaging to develop a strong, uniform vision for how the room would communicate its brand, personality and values.
“A large part of the project success resulted from the early adventure design team to form the story with us and define a strong design concept,” said Chen. “That did the stage for branding.”
A hanging trick shows the thousands of patents of graphics packaging.
2. Use Design Tools + Strategies to develop moments with storytelling
All companies have to tell a story. The history of innovation of Graphic Packaging is told at work through design functions such as a hanging feat that shows the thousands of unique patents from the company. In order to support the graphic packaging that develops storytelling in the workplace, the team used tools and processes such as persona creations and journey mapping to understand how different users can experience the space.
“We have gone through a number of exercises to identify important moments in time to share the stories of graphics packaging with different audiences,” said Foss. “From these early discussions and strategies we were able to extract many wonderful elements of storytelling.”
3. Design for all senses, not just the visual
The branding in the workplace contains more than just visual stories. This multi -sensory approach helps to bring the history of a company to life in a holistic and unforgettable way for both employees and visitors.
“It is really about expanding the definition of a brand beyond a logo,” said Chen. “I not only consider it what you see, but also what you hear and smell. How you feel in the room. “
“It's about designing the overall experience,” added Foss. “A well -lit room, a soothing color on the wall, a beautiful mural behind you, a fresh cup of coffee in your hand. That is part of the overall experience. “
Feature Walls refer to the materials – carboard, paper, wood, metal – to create innovative products from graphics packaging.
4. Allow material + details to refine the story
Another subtle way of how companies can use the workplace design to tell their stories and strengthen their brand is the selection of materials and the detail surfaces. Characteristics walls in the case of graphics packaging Reference The raw materials – cardboard, paper, wood, metal – were used to create the company's innovative packaging solutions. These walls that vary depending on the floor also offer a way to orient the guests and employees when they move through the workplace. Nuanced messages like this allow people to discover something new every time.
“It tells the story in a subtle and powerful way,” said Ahern. “It is designed for the 50th time in the office, not just the first.”
A work area for cooperation (with a packaging machine and interactive wall display) in the Graphic Packaging Experience Center.
5. Think about how you can do the storytelling interactive + collaborative
The graphic packaging wanted its new workplace to offer an “immersive innovation experience”. One way to achieve this is a special workshop area through the Experience Center, in which customers and employees work together on packaging design. The center has a retail exhibition of the company's commercial packaging solutions. Video feed from its global production centers; A working prototype laboratory that customers can use to bring ideas for life; And an interactive wall that shows the company's innovation history. In this way, the people who use the center also become part of stories and branding.
Other companies that want to promote branding at work should consider how collaborative rooms can offer real-time storytelling between employees, customers and partners.
“I think it is told about the adventure center that it is often difficult to say who works for graphic packaging and who the customer is,” said Ahern. “Everyone feels comfortable in the room. It is so inviting and enables really good cooperation, both internally and with our customers. “
Next …
By weaving these five strategies in their new headquarters, graphics packaging created a workplace that conveys its brand identity and values powerfully. Since companies continue to navigate in the developing role of the office, stories and branding at work can be a strategic distinction feature.
Would you like to find out more about the inclusion of branding and storytelling in the workplace design? Bethany and Vivien would be happy to talk.