Healthcare Design - October 2018 - 39

3/6

CHARLES DAVIS SMITH, AIA

GETTING IT RIGHT

Developing experiential guidelines to create consistency can seem
daunting, but it doesn't have to mean a complete design overhaul of a
space. The most important step is to begin with an audit of the current
built environment:
* How does the built environment currently reflect the brand?
* What's working?
* What detracts from the brand?
* What could be done to the built environment to better reinforce the
brand?
Once an audit is completed, organizations should work with brand
and design teams to break down the user journey by spaces and establish main characteristics and intended user experiences ( both
functional and emotional) for every part of the journey. Experiential
guidelines should suggest a visual look and feel for these spaces that
align with the core brand values, highlight high-level requirements for
the space, and outline brand-defining elements.
For Warren Clinics, the guidelines outlined a warm, natural style at the
entry and exit points to help patients feel welcome, while the clinical areas feature a high-tech, modern aesthetic to remind patients of the technical excellence of the Saint Francis Health System.
Approaches like these will yield a high return on investment when it
comes to brand loyalty. An effective experience program creates hard-tocopy differentiation, more engaged staff, and patients who are willing to

Natural light was
identified as a branddefining element for
enhancing the user
experience at Warren
Clinic, so every public
and staff area has direct
access to light and
nature.

pay a premium for services because they know
their expectations will be met every time they
walk in the door. 
Sarah Wicker Kimes is a vice president of brand
strategy at CallisonRTKL (Dallas) and leader of the
firm's environments studio. She can be reached at
SARAH.KIMES@CRTKL.COM.

OCTOBER 2018

39


http://rx.ecorecommercial.com http://rx.ecorecommercial.com

Table of Contents for the Digital Edition of Healthcare Design - October 2018

Healthcare Design - October 2018
Contents
Editorial
Show Talk
2018 Hcd Expo Preview
A Future So Bright
Haped by Nature
Branding
Product Spotlight
The Center
Face Time
Healthcare Design - October 2018 - Intro
Healthcare Design - October 2018 - Healthcare Design - October 2018
Healthcare Design - October 2018 - Cover2
Healthcare Design - October 2018 - 1
Healthcare Design - October 2018 - 2
Healthcare Design - October 2018 - Contents
Healthcare Design - October 2018 - 4
Healthcare Design - October 2018 - 5
Healthcare Design - October 2018 - 6
Healthcare Design - October 2018 - Editorial
Healthcare Design - October 2018 - Show Talk
Healthcare Design - October 2018 - 9
Healthcare Design - October 2018 - 10
Healthcare Design - October 2018 - 2018 Hcd Expo Preview
Healthcare Design - October 2018 - 12
Healthcare Design - October 2018 - 13
Healthcare Design - October 2018 - 14
Healthcare Design - October 2018 - 15
Healthcare Design - October 2018 - 16
Healthcare Design - October 2018 - A Future So Bright
Healthcare Design - October 2018 - 18
Healthcare Design - October 2018 - 19
Healthcare Design - October 2018 - 20
Healthcare Design - October 2018 - 21
Healthcare Design - October 2018 - 22
Healthcare Design - October 2018 - 23
Healthcare Design - October 2018 - 24
Healthcare Design - October 2018 - 25
Healthcare Design - October 2018 - 26
Healthcare Design - October 2018 - 27
Healthcare Design - October 2018 - Haped by Nature
Healthcare Design - October 2018 - 29
Healthcare Design - October 2018 - 30
Healthcare Design - October 2018 - 31
Healthcare Design - October 2018 - 32
Healthcare Design - October 2018 - 33
Healthcare Design - October 2018 - 34
Healthcare Design - October 2018 - Branding
Healthcare Design - October 2018 - 36
Healthcare Design - October 2018 - 37
Healthcare Design - October 2018 - 38
Healthcare Design - October 2018 - 39
Healthcare Design - October 2018 - Product Spotlight
Healthcare Design - October 2018 - 41
Healthcare Design - October 2018 - 42
Healthcare Design - October 2018 - 43
Healthcare Design - October 2018 - 44
Healthcare Design - October 2018 - 45
Healthcare Design - October 2018 - The Center
Healthcare Design - October 2018 - 47
Healthcare Design - October 2018 - Face Time
Healthcare Design - October 2018 - Cover3
Healthcare Design - October 2018 - Cover4
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