Building Identity & Repositioning

Building Identity & Repositioning

“A mind that is stretched by a new experience can never go back to its old dimensions.”

— OLIVER WENDELL HOLMES JR

About Us

BRAND DESIGN

Brand Strategy

Positioning and Naming

Identity and Logo Design

Brand Applications

Change Management

PLACEMAKING

Experiential Graphics

Public Art

Sponsorship

Donor Recognition

Exhibits

WAYFINDING

Signage Design and Standards

Assessments

ADA and Life Safety

Master Plan Strategies

Identification and Numbering

DIGITAL EXPERIENCE

Interactive Content

Immersive Environment

Content Design

VR and AR

Visualization

We craft experiences moment by moment.

Together with our clients and project partners, we map out the journey and leverage brand strategy, so everyone can visualize your unique personality.

And we recommend a variety of artwork and messaging —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.

BRAND DESIGN

We are passionate about experiences and look for inspiration in our everyday encounters. Whether refreshing an existing identity or developing a new brand from the ground up, Experience Design crafts special moments that inspire awe, build positive memories and love for place.

PLACEMAKING

HOK celebrates the culture and the people that make spaces unique. We employ print and pixel, art and artifact, to create experiential environments that are on-brand and of-culture.

WAYFINDING

An effective solution requires visibility, legibility, sensitivity and flexibility—all without sacrificing creativity. From planning through implementation, we help get people where they want to go while presenting a meaningful interpretation of identity

DIGITAL EXPERIENCE

We collaborate 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 strategies in the constant evolution of how we tell stories.

Process and Approach

Cultivate brands to reach your target audience.

Differentiate your offering from the competition.

Establish a presence within your community.

Build consensus & support.

SIGNAGE

The most successful projects look at why HOK the complete picture

IDENTITY

ARCHITECTURE

COLLATERAL

BRAND DESIGN

Project naming, identity design, website & collateral

Programming and messaging

Application of existing standards

Code-required signage

Application of existing identity

Building identifier

Elevator logo appplication

Signage design & implementation

Interior wayfinding

Exterior wayfinding

Naming & nomenclature

Amenity logo design & wordmarks

Room numbering

Tenant guidelines & standards

Brand graphics & placemaking

LOCATION:

SERVICES: KANSAS CITY, MISSOURI LOGO DESIGN, IDENTITY DESIGN, BUILDING REPOSITIONING, SIGNAGE & WAYFINDING

Lightwell transforms one of Kansas City’s most significant downtown buildings into a modern workplace for creatives and welcoming urban retreat. A fresh brand supports this repositioning with the design of a new logo and identity that is all about being bright, light and rooted. Colors are inspired by the gradation of the day, referencing new food and beverage options that take people into the night. This new identity has extended to the signage design, graphics and the attributes of the public and amenity spaces.

HOK helped develop and articulate a brand identity and signage for The Clover, a boutique residence experience boasting local amenities including retail, restaurants, on-site fitness Centre and nearby green way. The creation of the brand identity began by establishing the positioning of the new residence through a visioning conversation and brand brief that narrowed in on the personality of the location, space, residents, and amenities as well as initial explorations of mood and aesthetics. The final design welcomes the viewer with its friendly asymmetry, creating a brand that feels classic and sophisticated while pleasant and inviting.

OLIVETTE, MISSOURI

BRAND & LOGO DESIGN, SIGNAGE & WAYFINDING

California DGS 10th & O Street

LOCATION:

SIZE: SERVICES: SACRAMENTO, CALIFORNIA

478,000 SQ. FT.

SIGNAGE & WAYFINDING

The California DGS 10th & O Street Office Building will become a temporary home for legislative and executive officials for the duration of the Capitol Annex renovation. It will serve as an inspirational symbol of democracy, sustainability and efficiency.

As a temporary home for elected officials and as the first Zero-Carbon State Capitol Building, the newly completed civic landmark is uncompromising in both functional performance and quality of experience.

The ideas of nature, sustainability and harmony informed the wayfinding design. The highly legible system meant that the designers could use normal sized signs for areas with longer sight lines, like at the communicating stair or long corridors.

The designers found creative ways to attach signage and integrate with the wood slat walls. The sign family is modular, sophisticated, logical and accessible. If after 5 years, the building becomes a Class-A office building, the system will easily adapt for future use.

PETERSBURG, FLORIDA 478,000 SQ. FT.

SIGNAGE & WAYFINDING, IDENTITY DESIGN, BUILDING REPOSITIONING

The repositioning of this tower in St. Petersburg, Florida, creates new spaces for tenants, a new conference center, retail space, and a revamped front door of the building. A new public corridor through the tower connects the public and building residents, and creates more transparency and mobility within the space. A new monument sign at the tower’s front entrance, coupled with a new building brand, identity, and marketing collateral, reposition the building for its new era and help attract tenants to the new space. .

18th&Vine District in Kansas City

LOCATION:

SERVICES: KANSAS CITY, MISSOURI LOGO DESIGN, BRAND STANDARDS, PLACEMAKING STRATEGIES

“The 18th & Vine brand identity represents Kansas City’s greatest historic entertainment district. The design elements are a reflection of the historical past and a nod to the bright future of a community...We encourage our entire community to embrace the new brand... it belongs to all of Kansas City.”

- from the 18th&Vine website

18th&Vine is a historic district in Kansas City that is undergoing re-development and investment. It is known for its Jazz roots and as a hub of African-American businesses. The city-led improvements will expand live, work, play and entertainment options in the area.

Phase 1 of the re-development included a new logo and identity for the community to rally behind. Through input gathered directly from stakeholders and community members, the branding serves as a unifying symbol. Brand standards helps convey key messages as improvements move forward.

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

Brand Strategy

Positioning and Naming

Identity and Logo Design

Brand Applications

Change Management

PLACEMAKING

Experiential Graphics

Public Art

Sponsorship

Donor Recognition

Exhibits

WAYFINDING

Signage Design and Standards

Assessments

ADA and Life Safety

Master Plan Strategies

Identification and Numbering

DIGITAL EXPERIENCE

Interactive Content

Immersive Environment

Content Design

VR and AR

Visualization

We shared our story and we’re ready to tell yours.

EMILY PAYNE

Director | Experience Design

t +1 816.472.3219 emily.payne@hok.com

JEFF LANCASTER

Creative Director | Experience Design

t +1 424 298 4633 jeff.lancaster@hok.com

STEVE WILLIAMS

Director of Operations | Experience Design

t +1 713.407.7879 steve.wllliams@hok.com