Commercial Architecture September 2017 - 6

DEPARTMENT

the architects

Integrated Design Delivers
Branded Workplaces
Multidimensional branding concepts help recruit/retain
talent and surround employees with an internal marketing
message that reinforces innovation.
Brian M. Koshley, AIA
Carrier Johnson + CULTURE

eams assigned to new-construction and major-renovation projects can become
sprawling armies, adding complexity and red tape to what should be a stream-

Above. The DiamondView Tower, San Diego, is the first U.S. office facility built in conjunction with a major league
ballpark (Petco Field). Interior and exterior branding, such as the Hall of Fame lobby, reflect the partnership.
Below. The LEED-Gold Procopio building, San Diego, uses interior branding to reinforce the company's
commitment to sustainability.

lined process. For owners, a shorter roster of consultants and designers helps

demystify the process and invites engagement. Short rosters also reduce turf tussles and
professional jealousy.
There is another, stealthier, and very positive benefit: Integrated project teams get better
results translating top-level organizational strategy into brand-centric built environments.
According to LinkedIn data, investment in employer brands increased 59% between 2015
and 2016. Other studies show this trend is expanding to unexpected disciplines, such as
green building and environmental design.
Only a decade or two ago, spending on brand expression was concentrated on product
design and marketing collateral. Now it's about competing for talent, market share, and
customer affinity. For one global-technology client, its newly designed offices strategically
capitalize on its roots as a garage-based startup. To leverage this appeal, the solution integrates interior architecture with branded graphics to celebrate the culture of the technology-startup community.
Naturally, every building project brings together multiple disciplines and experts,
and the core design disciplines should be integrated, wherever possible. That's why firms
around the country are putting specialty studios to work under one roof. Call it simply an
integrated approach, branded environments, or "dimensional branding," as Gordon Carrier, FAIA, dubbed it. By any name, it's a strategic, high-level connection between client
mission and building expression. This approach also requires professional coordination
in architecture, interior architecture, branding, graphics, and identity and client culture
consultation.

art to inform finishes and forms and indeed entire experiences, outdoors and indoors.
An added benefit for architects and interior designers is that they earn the chance to
work across typically "siloed" areas of service, and realize innovative ways to make them

Multidimensional branding has an excellent track record in retail and hospitality
projects, where crafting meaningful experience is seen as a best practice and a requisite

work together. This leads to better architects and designers, better project outcomes, and
happier clients.

high-value offering. But the approach also works for institutions of higher education,

Of course, all client groups are different. Cost and schedule often dictate how an inte-

healthcare-delivery organizations, and especially in workplace environments. Branded

grated team delivers the benefits of branding to the solutions, but it's no longer an "extra."

workplaces have been shown to be cost-effective tools for recruiting and retaining talented

While common in some contracting approaches, integrated project teams see no bound-

employees. The concept also surrounds employees with an internal marketing message

aries or discrete deliverables. It's an approach to project design that creates value, requiring

that reinforces innovation.

investment with real returns. CA

Architecture firms, offering integrated design packages with a focus on brand, need to
proactively introduce the topic in the earliest discussions with clients. This means engaging and listening. Second, firms need to show how their process and professional approach

Brian M. Koshley, AIA, is Global Director-Interior Architecture for Carrier Johnson + CULTURE, San
Diego. His broad experience spans branded environments, building repositioning, workplace interiors,
and technical design solutions.

work. Third, instead of waiting for prospective clients to say, "What have we overlooked?"
integrated teams begin with a discussion of brand and culture.
Many client groups express that they need a stronger identity and clearer touch points

Interview With Gordon Carrier

and will consider in-house branding offerings and integrated experience teams. In the best

Learn more about making commercial architecture authentic in our interview

firms, branding leaders work hand-in-glove with the architecture and interiors studios. The

with Gordon Carrier at commercialarchitecturemagazine.com/architects.

results integrate ideas on various levels, i.e., branding concepts go beyond signage and spot
6

COMMERCI A L A RCHI T EC T URE

SEPTEMBER 2017

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Table of Contents for the Digital Edition of Commercial Architecture September 2017