Global Workplace Standards – Brand Experience and Placemaking
Role: Senior Environmental Graphic Designer
Client: Landor & Fitch
Concept Design
The Brief: Intel had just launched it’s refreshed visual identity, The Spark (designed by Landor & Fitch), and wanted to extend it to their work spaces as part of a bigger workplace strategy transformation. But, how do digital assets scale for the built world? I brought was brought on to help address this question.
Intel’s new logo and identity served as the basis for the first studies.
The Future of Workplace
At the onset of design, my goal was to develop a system that could provide (1) rules for adding dimensionality, (2) conditions for when to explore materiality, and (3) a grid for scaling across architecture.
These early grid explorations proved that we could provide a framework for scaling print assets but this was a far cry from a holistic EGD solution.
In the end, every solution was really just taking brand assets and assigning them dimensionality. I realized I had been going about this all wrong- we would need something that was not a framework for the Spark assets, but instead a system that leveraged the Spark geometry.
THE SOLUTION:.
I created a system of graphic patterns that are based on some of the Principals of Electromagnetism—the very forces that drive the design and manufacturing of every piece of Intel hardware—and are expressed using a variety of materials and fabrication techniques, but most importantly, overlayed onto the Spark assets. Now, with the visual identity serving as the framework for this system, Intel’s brand essence can be imbued into every space, in a unified way.
Meet The System
To demonstrate how the system could be expressed across the various architectural conditions and finishes within Intel’s portfolio of properties, we explored a typical welcome lobby activation.
Impedance
Showing how this pattern can be combined with various brand assets and materials, living within The Spark.
Conductivity
Exploring materiality and incorporating “easter eggs” in the form of brand messaging.
Resistance
More material and illumination options.
Voltage
Extending the system
The system seemed to be working well in welcome lobbies, so we extended it out to see how it could apply to other conditions. At the same time, I began exploring how it could be leveraged as a placemaking tool, using certain patterns in certain areas only.
