SPATIAL BRANDING: BRINGING THE BRAND TO LIFE

 

Spatial branding or space branding is the way we apply the brand to physical space. It involves a fusion of disciplines - branding strategy, graphic design, interior design, marketing - so your brand is decoded in the spatial environment.

In fact, whether you like it or not, whether there is a planned brand expression or not, your office is a space that is being experienced and decoded by the people who use it. The walls and interiors speak to your employees and visitors.

Question is, what do they say? As an experienced brand consultancy and spatial design agency for over two decades, Interics Designs believes every office, retail store or corporate premises offers potential for brand building. And every un-branded workplace is a missed opportunity.

SPATIAL BRANDING FOR OFFICES

Your business could be focussed on digital services, industrial goods or consumer products, chances are your company has a physical office. The workspace is a golden opportunity to decode your brand.

After all, a brand depends on its people, so a good way to bring your brand alive in by turning your offices, factories and internal spaces into brand experiences. Work environments cam  impact how well employees and associates understand a brand, and how they translate its brand promise in their work and interactions with external stakeholders.

Un-branded spaces lack identity and character. A branded space looks professional and distinctive. Done strategically and done well, office branding can create an environment that builds brand image, boosts creativity, loyalty, pride and productivity.

The entire environment can be used to communicate about the brand and build engagement. The space can be used for providing historical and product information, for meaningful expressions of the company's values, displaying milestones and achievements to instil credibility and pride of association - amongst both internal and external customers.

Branded spatial environments let people touch, tour and interact with your brand in physical spaces – making it experiential. Components of a branded environment can include choices of display and fitting finish materials, environmental graphics, creative installations, interactive displays, way-finding devices and signage and identity systems. Strategic use of corporate logo and colours can accentuate the brand experience.

SPATIAL BRANDING FOR RETAIL

The physical space is a primary asset to communicate with customers in a retail store. The retail industry relies heavily on in-store design to attract customers and influence their purchasing behaviour. Branded spaces build better understanding of the brand and products, improve the shopping experience and foster loyalty.

Customers are even willing to pay a higher price for products purchased in a well-planned, consumer-friendly, engaging and visually-appealing environment.

A brand having multiple stores should ideally aim for synergy and standardisation, providing the same look and feel, no matter the location. An often-cited example is that of Apple which has made its store design and spatial branding an actual asset of the brand.

Store design and in-store branding have to be regarded as integral parts of the overall retail brand strategy. Retail space branding can be optimised through different aspects, such as:

- floor plans

- lighting displays

- colour and material choices

- interactive and customisable experiences using technology such as touch screens or sensorial artefacts like aromas

- thematic graphics

- creative branding and logo presentation

INTERICS IN-SPACES

IN-SPACES is a specialised offering from Interics Designs, leading brand image building agency and retail branding agency in India. We look at Workspace and Retail environments as an opportunity for revealing the true character of your Brand, engaging dynamically with the customers and staff, inspiring a positive gut feeling, and ultimately making the Spatial Experience memorable.

IN-SPACES has over two decades of experience developing objective-driven brand spaces that impact, engage and interact with stakeholders. Our team of space design consultants not only understand branding requirements and are good at strategy, but also hardcore designing and production experts who are proficient at transforming imaginative ideas into winning 3-dimensional structures.

We partner with you through the project lifecycle – from concept to commissioning with the goal to enhance value perception of your brand, reflect the quality of your business delivery, inspire customers and increase trust among your audiences while ensuring a customized, hassle-free and quality experience for you.

Visit our website to explore some of our successful space branding projects.

 

HOW OFFICE SPACE DESIGN CAN IMPACT CORPORATE CULTURE AND BRAND IMAGE

 

It is now universally acknowledged that our physical surroundings play a profound role on our mental state. So obviously, office space design can influence our productivity and corporate culture. From interior design to furniture to space branding, every aspect of your office design can affect your company and your team.

An enterprise that takes pride in its workplace and its workers will invest time, money and effort to create an office that motivates its people and engages its visitors while simultaneously building brand image.

Office space design is more than some partitions & wall finishes, some strategically placed art works & sofas or company logos plastered liberally throughout the office.

Some basic aspects that make a difference include:

Layout design

The first step is understanding who you’re designing for. Who are your workers and how do they work? How do they interact with each other? What are your corporate values and how can they reflect in office branding design? When staff, clients or visitors visit your office, they need to feel your culture, engage with your brand, and leave with your brand etched in their mind.

Most offices today follow an open plan, as a layout that promotes team spirit, nurtures creativity and provides flexibility. It’s important to design the office space thoughtfully, facilitating the flow of energy and creativity. It’s also essential to provide for storage, private workspaces, washrooms, canteen and other practical needs. Good knowledge of space utilization and space management is required.

Comfort

We spend the better part of life at work; more than 40 hours per week in office. So naturally, feeling comfortable is essential for overall wellbeing and productivity. Office designers need to build in elements that build a sense of comfort – such as ergonomic furniture, sit-stand desks, flexible work spaces, lounging or breakout areas, writable surfaces, safety systems, appropriate lighting, cooling, etc.

Lighting

Lighting is a vital element of office design. Poor lighting adversely affects wellness and productivity while fluorescent lighting can increase stress levels and cause headaches. Research shows that working in artificial lighting makes people drowsy and exposure to natural light makes them feel alert. So ideally, natural light should be incorporated as much as possible.

Modern office automation helps control lighting in offices. Whether your lighting system includes incandescent, fluorescent, or LED lamps and luminaires, modern controls allow you to enhance comfort, ensure the safe navigation of spaces, and save energy.

Accoustics

Brainstorming is the buzzword today, so facilitating this activity is an important aspect when defining your office space. But when people come together to share ideas, it can get really noisy – especially in an open plan office which is the popular choice these days! Therefore it’s advisable to create areas where teams can huddle without disturbing the other teams who need a quiet workplace. Booths, movable partitions, high-back chairs can help keep the noise down.

Off-work zones

Every worker needs short breaks from the office routine. No one wants to be glued to their desk from the time they arrive to the time they punch out. Today, with greater proportion of younger people in the workforce and with the emphasis on creativity and innovation, people need a zone to ‘break away’ from work. Providing a private space for quiet contemplation and separate breakout area with comfortable seating for discussions, pool table, chess board or even a small gym will help refresh spirits, uplift mood, maintain wellbeing and make employees feel valued.

These are some of the elements involved in creative office branding design. It’s a challenging field calling for multi-disciplinary skills such as architecture, interior design, graphic art, construction, and many more. An experienced, Creative Office Branding agency such as Interics Designs can help.

For office interiors, our team of Architects, Interior Designers and Space Designers develop office spaces that connect the users with the brand. Our fully integrated Interior Design Services provide end-to-end Workplace Solutions in terms of Layout Feasibility, Material Specifications, Furniture Selection, etc.

 

We are a corporate office branding agency offering creative space branding design services and retail branding services, as well as factory branding services. We specialize in branded environments, designing exclusive spaces for a variety of peer group requirements such as break-out areas, telephone booths, linear or specialized workstations, conference rooms, huddle spaces, etc.

Interics also handles Workplace Technology with skill. Contemporary spaces require high-efficiency services paired with optimal ergonomics. Human-centric Lighting, HVAC, Fire and Safety, Access Control and Surveillance, Automation Solutions, etc. play an important role in workplace welfare, ensuring high efficacy throughout the employment lifecycle. Our comprehensive vendor management guarantees high-quality service implementation; while everyday processes like Lighting/HVAC, etc. can be streamlined with Automation Solutions. Energy Consumption Reports can also be generated that enable the user to conserve energy based on reported usage.

As a strategic brand consultancy, Interics Designs has the experience to design and execute workplace branding as well. With a mix of strategic thinking, meticulous planning and creative designing, taking into consideration every aspect that can create ambience, uplift mood and influence productivity, Interics delivers effective workplace branding.

For office space branding services that can transform your office, contact Interics Inspaces today.