2024 Brand Experience
Uninterrupted Performance
Logo Design
Brand Design
Brand Standards & Applications
HOK’s Experience Design group (EXD) partnered with Uninterrupted Performance (UIP) to elevate the group’s brand and logo, aligning their visual identity with UIP’s innovative training philosophy. Our team also developed comprehensive guidelines and templates for print, digital and physical applications, ensuring consistency across all platforms.
The logo was reimagined into a sleek, modern mark that embodies the forward-thinking vision of Uninterrupted Performance. EXD also refreshed the UIP website and Instagram to align with the new brand standards, incorporating the latest infographic templates for enhanced engagemen
The updated brand has been successfully activated in key locations, including the United Center Atrium and the Chicago White Sox Training Room.
The Clover at Olive Crossing
LOCATION
Olivette, MO
SERVICES
Logo Design
Name Development
Brand Standards & Applications
EXD delivered a seamless brand experience at The Clover by integrating brand positioning, naming and logo design. The cohesive approach draws inspiration from the HOK designed interiors, while also shaping and supporting the physical design, showcasing the true essence of luxury living.
To create The Clover’s brand identity, EXD started with a comprehensive process that included a brand brief outlining the desired personality of the location, residents and amenities.
Our team chose “The Clover” as the name, reflecting the luxury and ease of life offered by the residence. The name also relates to the incorporation of Olivette in the 1930s.
EXD designed the logo, which features a friendly and asymmetrical word mark in lowercase letters that embodies the sophistication and welcoming spirit of the brand. The abstracted four-leaf clover, created from the shapes of the O and C in the wordmark, symbolizes the strong connection to the Olive Crossing community and adds a touch of classic elegance to the design.
IHOP
LOCATION
International
SERVICES
Logo Design
Brand Standards & Applications
Experiential Graphics
Signage Design
Community Engagement
EXD completed a comprehensive redesign of the IHOP brand identity, logo and graphic style guidelines. Our team reimagined IHOP’s well-established brand identity with a fresh, contemporary design reflecting the restaurant’s evolution.
The new logo captures the essence of the IHOP experience: craveable food and great memories shared with family and friends. The design, which was recognized by Business Insider as one of the year’s best logo changes, updated IHOP’s core branding for the first time in two decades.
Our team created comprehensive brand standards that includes icons, patterns, a color palette, typeface recommendations, photography styling, ad and marketing templates, packaging, gift cards, business cards, letterhead, envelopes and in-store graphics.
NOVA
Logo Design
Brand Standards & Applications
EXD crafted a comprehensive brand identity for NOVA, a woman-owned consulting company, that encompasses key elements such as logo design, brand guidelines, and multiple touchpoints—spanning social media templates, presentation materials, and a website framework.
The process began with a strategic visioning session with the client, which clarified the brand’s positioning, tone, and aesthetic direction. This collaborative effort was distilled into a detailed creative brief, ensuring that every aspect of the brand’s redevelopment was aligned with the agreed-upon objectives.
The refreshed logo and brand identity were thoughtfully integrated into a cohesive system designed to project strength and confidence, in line with the values of this women-owned business. Subtle design elements, such as a star embedded in the logo’s negative space, create a nod to the company’s astrological name while maintaining versatility across a range of brand applications. This approach resulted in a polished, unified brand system that supports NOVA’s market positioning with sophistication and clarity.
18th & Vine: Capturing the Essence of a District
Kansas City, MO
Logo Design
Brand Standards & Applications
Signage Design
Community Engagement
EXD was engaged by the City of Kansas City, MO, to revitalize the brand identity of the iconic 18th & Vine District. Renowned for its vibrant jazz scene and as a cornerstone for African American and Black-owned enterprises, this historic district is poised for a renaissance. Our goal is to enhance amenities for young professionals and establish 18th & Vine as a dynamic live-workplay and entertainment destination.
Working collaboratively with city leaders and community stakeholders, EXD crafted a comprehensive brand package that serves as a cohesive symbol for Kansas City. This new identity not only celebrates the district’s rich cultural heritage but also embraces its promising future. Our design elements pay homage to the past while signaling a forward-looking vision, fostering a sense of pride and community engagement in the heart of Kansas City.
Lightwell
LOCATION
Kansas City, MO
SERVICES
Name Development
Logo Design
Brand Standards & Applications
Wayfinding & Signage Design
Temporary Graphics
Lightwell collaborated with HOK to revitalize a landmark building in downtown Kansas City, transforming it into a vibrant workplace for creatives, as well as turning it into a welcoming urban retreat for all. As part of this effort, EXD created an identity that reflects brightness, openness, and a strong connection to the community.
The updated color palette is inspired by the gradation of colors throughout the day and references the new food and beverage offerings that extend the experience into the evening. This cohesive identity is applied to signage, graphics, and the design of public and amenity spaces, creating an engaging environment for all visitors.
Norfolk Southern Headquarters
LOCATION
Atlanta, GA
SERVICES
Logo Design
Experiential Graphics
Signage & Wayfinding
Digital Integration
Norfolk Southern’s new headquarters presented an opportunity to create an entire ecosystem of brands.
With the creation of The Commons, a food hall that offers many diverse options, on-site childcare center, fitness center, coffee shop and on-the-go marketplace came the need for 14 unique naming and brand identities that all live under one roof.
Each new brand name was filtered through the same design lens as the rest of the HOK designed campus–technology and energy–and all have their own brand guidelines to be expanded across various collateral.
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