Experience Design Qualifications
BRAND DESIGN
Identity and logo design
Brand applications
Media integration
Change management campaigns
New media
PLACEMAKING
Experiential graphics
Public art
Digital experiences
Storytelling displays
Donor recognition
Exhibits
WAYFINDING
Signage design and standards
Assessments
ADA and life safety
Master plan strategies
Naming and numbering
About Us
The Experience Design group at HOK celebrates the culture and the people that make spaces unique. Together with our clients and architectural partners, we map out the journey and leverage brand strategy, so everyone can visualize your unique personality. And we recommend a variety of media platforms —seamlessly integrated with interiors and architecture—and intentionally selected for the most effective engagement, flow and impact.
We are rooted in technical excellence, driven by imagination and focused on a solitary goal: to deliver solutions that inspire clients and communities.
“People today are searching for connections that transcend the transactional. They want to be moved by an experience and stay connected to brands beyond a single product or event.”
— JEFF LANCASTER
Background
THE BUILT ENVIRONMENT
EXD collaborates with teams across markets and disciplines which enables us to provide project teams with broad exposure to current ideas, styles and sensibilities. We leverage cross-market tactics and strategies in the constant evolution of how we tell stories.
CULTURAL UNDERSTANDING
We communicate the drivers of an organization and make them visible, approachable experiences with a sense of place. We employ print and pixel, art and artifact, to create experiential environments that are on-brand and of-culture.
WAYFINDING GRAPHICS
An effective design solution requires visibility, legibility, sensitivity and flexibility—all without sacrificing creativity. From graphics planning through implementation and performance documentation, we help get people where they want to go while presenting a meaningful interpretation of identity.
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A/E Firm Architectural Record Corporate Headquarters Designed EXD Designers Sports Facilities Designed Office Locations Across Firm Years in the EGD Industry Market Sectors Design Awards in 2020
Company
01 25 24 63 07 66 13 14
BY THE NUMBERS
Shiseido Americas Headquarters
LOCATION:
NEW YORK, NEW YORK
SERVICES:
EXPERIENTIAL GRAPHICS, ART CURATION, CUSTOM DISPLAYS, SIGNAGE & WAYFINDING
The new headquarters for Shiseido Americas is designed to support the company’s value of “One Shiseido.” Each of the nine brands are part of the family but have their independence. The new space offers a place for the exchange of ideas, organic connection and to come together for a common goal. At the heart of the Shiseido brand and culture are the principles of Omotenashi, which is a Japanese phrase loosely meaning hospitality, treatment, reception and service.
The design brings a luxury retail experience to the workplace. The graphics support this with the clean lines of magnetic artwork, which offers quick changeability for new campaigns and products. Large-scale wallcoverings invoke the layered effect of the brushstroke—a nod to Japanese calligraphy and brushpainting—and reference the connection of human hand in make-up.
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Kentucky International Convention Center
LOCATION:
LOUISVILLE, KENTUCKY
SIZE:
SERVICES:
960,000 SQ. FT.
SIGNAGE & WAYFINDING, NAMING & NUMBERING SYSTEM
A newly-expanded convention center puts downtown Louisville on display and creates an inviting front porch for the passerby. Convention centers are often difficult to navigate because of their large size and out-of-town guests. The improved wayfinding simplifies circulation paths and connects visitors visually to their surroundings. The sign designs are purposefully organic and relate to the architectural design and form of the skylights.
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WPP Chicago Colocation
LOCATION:
CHICAGO, ILLINOIS
SIZE:
SERVICES:
264,000 SQ. FT.
EXPERIENTIAL GRAPHICS, MASTERPLANNING, FLEXIBLE DISPLAYS, CUSTOM-PRINTED CORKBOARD, SIGNAGE & WAYFINDING
WPP’s new vertical campus in Chicago’s historic Fulton Market district brings together employees from 31 marketing, advertising and creative solutions agencies into one landmark location. With access to more amenities, workplace options and customizable, branded space, the agencies fuel innovation and collaboration.
The designers used the concept of “convergence and progression” to create a definitive sense of place separate from any one brand. The design represents the physical convergence of these collocated operating companies and allows for variation of design elements for each organization while still that sharing the same language. A graphic kit of parts was developed alongside the interior design elements that bring both consistency and variety to the design of each of the floors.
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WPP Campus at 3 World Trade Center
LOCATION:
NEW YORK, NEW YORK
SIZE:
SERVICES:
650,000 SQ. FT.
EXPERIENTIAL GRAPHICS, CODE SIGNAGE, FILM ON GLASS, DIGITAL INTEGRATION, DIMENSIONAL INSTALLATIONS
With more than 100 advertising, PR and media services firms under its wing, WPP is one of the world’s largest communications services groups. To better adapt to the changing landscape of acquisitions and mergers, WPP often co-locates these agencies into shared locations. Each one must be rich in amenities and flexible enough for the world’s top creatives to collaborate and innovate.
Through our relationship with WPP, HOK has delivered inspiring spaces that support a range of workstyles and brand hierarchies. The designers have expertly navigated the complex environment of competing brands to create powerful expressions with a high level of detail and design integration.
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MD Anderson Faces of Philanthropy
LOCATION:
HOUSTON, TEXAS
SERVICES:
EXPERIENTIAL GRAPHICS, STORYTELLING AND RECOGNITION DISPLAYS, ARTIFACT DISPLAYS, CONTENT CURATION, DIGITAL INTEGRATION
Faces of Philanthropy offers a glimpse into the history of how donors have influenced MD Anderson’s evolution into one of the world’s largest and most respected centers devoted to cancer patient care, research, education and prevention. It tells the story of philanthropic giving and its aim to eradicate cancer. The exhibit also recognizes those who make differences in the lives of others through gifts of time, knowledge and spirit.
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Cargill Protein Headquarters
LOCATION:
WICHITA, KANSAS
SIZE:
SERVICES:
188,000 SQ. FT.
TOUR SCRIPTING, ART DIRECTION, EXPERIENTIAL GRAPHICS, SIGNAGE & WAYFINDING, FILM ON GLASS, DIMENSIONAL INSTALLATIONS
Cargill Protein’s new headquarters celebrates the why behind Cargill’s mission. The theme “families feeding families” ties visitors to the protein process and the farmers, ranchers, chefs, scientists and engineers working together to nourish the world.
EXD helped to develop a tour path through the space with a corresponding story that would be told. Content is sourced locally and reference the landscape, animals, textures and details that are found in the supply chain. Hand-drawn sketches married with corporate brand guidelines create a regional expression that is both authentic and humble. In all, the experiential graphics create a holistic picture and authentic expression that is uniquely Cargill Protein.
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SLCIA Passenger Terminal
LOCATION:
SALT LAKE CITY, UTAH
SERVICES:
SIGNAGE & WAYFINDING
HOK is working with Salt Lake City to create an entirely new airport in Utah’s capital. The project is one of the nation’s largest aviation developments in years and will be the first completely new airport built in the U.S. in the 21st century.
The holistic signage program is integrated with the new terminal’s roadway approach, transit program, exterior architecture, interior space, advertising strategy and art program. The design for each type of wayfinding signage includes a definition of type styles, colors, size and materials. Design considerations included the project budget, maintenance, lighting, ability to easily accommodate future upgrades and cost effectiveness over time.
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Halas Hall
NFL CHICAGO BEARS
LOCATION:
LAKE FOREST, ILLINOIS
SERVICES:
EXPERIENTIAL GRAPHICS, RECOGNITION DISPLAYS, STORYTELLING DISPLAYS, DIGITAL EXPERIENCES, CONTENT CURATION, DIMENSIONAL INSTALLATIONS, SIGNAGE & WAYFINDING, FILM ON GLASS
Halas Hall, which serves as the Chicago Bears’ headquarters and training facility, is all about winning games. From the way the team trains, recovers and educates players, each step of the journey connects them to the Bears legacy and the goal of every season: the Superbowl trophy.
At the players’ entrance, retired numbers are incorporated with motion sensors, light, sound and video to invigorate players as they enter. A large-scale installation commemorates 100 years of Bears football with suspended acrylic rods that represent different seasons—regular, post or Superbowl. And we worked closely with the team’s archivists to carefully display and reinterpret historic memorabilia.
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Ryan Fieldhouse and Walter Athletic Center
NORTHWESTERN UNIVERSITY
LOCATION:
SIZE:
SERVICES:
EVANSTON, ILLINOIS 420,000 SQ. FT.
EXPERIENTIAL GRAPHICS, DONOR SIGNAGE, RECOGNITION DISPLAYS, ARTIFACT DISPLAYS
Located on the shores of Lake Michigan, the Ryan Fieldhouse and Walter Athletics Center provides training and wellness space for more than 500 student-athletes.
The approach to branding was to strike the perfect balance between the power of athleticism and the sophistication of Northwestern’s academic excellence. Early integration of graphics in the architectural process allowed for brand-driven imagery and spirited content that contributed to architectural decisions. Northwestern’s trademark purple color motif is highlighted throughout the Center on interactive touchscreens, backlit wall panels and overhead lighting accents.
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The Experience Design group at HOK creates dynamic environments to build brands, celebrate cultures and tell stories. Our designers are rooted in technical excellence, driven by imagination and focused on a solitary goal:
Deliver solutions that inspire clients and communities.
BRAND DESIGN
Identity and logo design
Brand applications
Media integration
Change management campaigns
New media
PLACEMAKING
Experiential graphics
Public art
Digital experiences
Storytelling displays
Donor recognition
Exhibits
WAYFINDING
Signage design and standards
Assessments
ADA and life safety
Master plan strategies
Naming and numbering
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JEFF LANCASTER Creative Director | Experience Design t +1 424 298 4633 jeff.lancaster@hok.com STEVE WILLIAMS D rector of Operations | Experience Design t +1 713 407 7879 steve.williams@hok.com EMILYPAYNE Director | Experience Design t +1 816 472 3219 emily.payne@hok.com
We shared our story and we are ready to tell yours.
