Let graphics be a persuasion tool, an opportunity for engagement and vehicle for communication.
Technology has evolved rapidly in our industry, but the creative journey – our workplace design and our environmental branding process hasn’t. The instinctual tools are still pencils and paper. We draw to think. Technology makes the development and realisation of ideas easier, but creativity always starts with the humble pencil.
We used these simple tools to create an inclusive opening event and narrative design feature in our new London office. Why? Because we want our spaces to feel special, even personalised – making our mark is a ritual that helps us feel comfortable in our environments.
For one afternoon, we stepped away from our laptops, clients and deadlines to gather as a team and tackle our own project. The project was to install 20,000 pencils into our feature wall as part of our environmental branding process.
After 1 hour, 37 minutes and 56 seconds, 15 pizzas and several disputes over the playlist, everyone in M Moser had made a small contribution and a big impact on the design of their workspace. The installation reflects our visual identity and captures the attention of visitors. But most importantly, our wall showcases our collaborative, creative spirit. We made it together.
When planning our office relocation we asked ourselves – why are we doing this? Are our people ready? How do you invite everyone to become an active contributor to the office design? How do we keep our space authentic?
Early in the design process our workplace strategists created an objective: to build a space where we could creatively interact with our clients and peers. For creatives, storytelling is part of our identity. We want to share our stories with our visitors by allowing them into the cutting room.
Therefore, the challenge was to create a feature that allows our guests inside our mind-set. This would be something to show guests who we are at a fundamental level. The objective is to leave an impression. It would be something guests would ask about when they visit and would stick in people’s minds when they leave.
Our workplaces are being influenced by lifestyle and hospitality. As a result, we are seeing many clients shift towards ‘unbranded’ workplace environments. In this new design language, culture is at the centre of their definition of identity.
We want our employees to be ambassadors for our brands. As workplace designers, we have to be able to show people what we value. It is never easy to express company values without being literal. So this is why so many rightly shy away from it. Instagram-ready inspirational quotes and stock-photo super graphics – your time is up!
To sum up environmental branding and graphic design are more than applied wall logos. Let graphics be a persuasion tool and an opportunity for engagement and vehicle for communication.
Senior Associate, Global Marketing Communications
