On-Brand Healthcare Experiences by HOK Experience Design

On-Brand Healthcare Experiences Healthcare as the orchestrated experience of many individuated competencies: where all contributors are celebrated, where wellness is seen as a community, and the brand remains focused on positioning the medical care experience. Topics included on the following pages: Theory | What is the nature of this new opportunity? Relevance | What can now be expected of facilities? Process | What does a proven process feel like? Advantage | As healthcare becomes mixed use architecture...

Designing on-brand health and wellness experiences

The Emerging Opportunity Your “spaces” deliver messages — whether they be visible or intangible, ad hoc or strategized — we have all learned to read “environment”. Our Design Premise This is a logical evolutionary step for architecture, and we are showing what’s possible within a three dimensional canvas, offering both tools and process to achieve these experience enriched spaces. Our projects: enterprise-right messaging and visual communications conveyed by timely media in contextual settings. Interactions with expectant timing at the perceptually right pricepoint of investment — with reward for the audience’s sacrifice of attention.

Sitecasting, Placemaking, Mindscape... some of the new vocabulary words now pertinent to the experience enhanced workplace: on-brand, on-mission, within-culture, of-competency, of-community. The extension of brand reinforcing —belief reinforcing— themes now extends across a project: messages move from print to pixel to place. Mapping competencies, matrixing attributes: each are sliding scales within the variable components of visual messaging. Available in modest to moderate to complex outcomes. Promoting while protecting: innovation as a marketing tool; intellectual property as a proprietary asset and patient information as a privacy requirement. In the new experience economy, all the work’s a stage: script, stage sets, stage props, cues and marks, now all play a role in the strategic cultivation of brand behavior, enterprise culture, personality of place.

Metaphor: Medical Campus has become â&#x20AC;&#x2DC;Mixed Useâ&#x20AC;&#x2122; Architecture Many of the space types found in an urban mixed use district are duplicated at a major healthcare campus.

Clinical Parking Retail

Identity

Hospitality Therapy Medical Training Brand Conferencing Finance Chapel Education Placemaking Food and Beverage

The design of a 21st century healthcare campus employs the same processes and requires the same mix of consultant and construction expertise as one would find in an urban mixed use district.

Healthcare and Wellness Communities

are now equally interested in branded environments, experience scripting, and placemaking as components of success

Tangential markets are creating mixed use experiences with shared, similar, symbiotic facility attributes Similar to mixed use architecture, healthcare design will need to evidence the mixed use interests, mixed destination journeys, mixed pricepoint outcomes of the increasingly co-mingled audiences for which we will now be designing.

Overlay of Revenue Optional Today: Increasingly present in all settings is the overlay of revenue generating commerce — exchanges that are enhancing of our experiences...and at times creating income for the experience enhanced environment in which these exchanges take place.

Retail Experience Entertainment Experience

Healthcare Design evolves to include: Co-Branded Facilities Mixed Use Architecture Co-Mingled Experiences

Hospitality Experience Education Experience

Expectant Today: In all environments, an underpinning of connectivity is expected. And increasingly there is an expectation that technology will enable and enhance our experience with any physical (or virtual) environment.

Platforms for Technology

Retailing, Entertainment Hospitality, Education: the experiences designed for these markets are seeping — in some instances sweeping into the facility experiences of Health and Wellness environments. Entertainment and hospitality are now basic to so many of HOK’s building types. Your handheld supercomputer now allows retailing and revenue to play out in the background — or forefront — of most any facility setting. And education crosses over to facility types less formal than school settings, when we think in terms of corporate briefing, learning, training settings and R+D architecture.

Spatial Environment

The transfer of knowledge between building types and audience types broadens our ability to design for these now overlapping experiences. And as a worldwide practice, this point of view is not just market centric — we must also include cultural demographics and geographic nuance.

Designing on-brand health and wellness experiences

Theory

What is the nature of this new opportunity? An overall guide and policy that directs action â&#x20AC;&#x201D; add the signature of the CEO on page 1 â&#x20AC;&#x201D; and clears a path to fund and act in the best interests of your health and wellness brand wherever it interacts with your healthcare environments. The opportunity: Your facilities as an endorsing, reinforcing media vehicle for a successful healthcare brand.

Spatial experience filtered through your enterprise brand lens The focus of our efforts: visualize and evidence the convergence of facilities strategy and visual technology to communicate culture.

Enterprise Brand Lens

Yes, alignment with an imagery style, illustrative style, color pallette, typography usage, narrative style...

...but also the adherence to published values, personality expressed by culture, quality of interactions, passion for innovation, dedication to care.

Alignment Filter

Audience Filter

Assets Filter

aligned with storyline

filter for demographics

filter for ready content

with brand attributes

for language translation

for depth of content

with stated mission

for slang and shorthand

for sophisticated strategy

with published values

for available attention

for content authorship

with offered vision

for expectant experience

for content ownership

with enterprise personality

for anticipated participation

for content curatorship

with organizational culture

for co-authoring ability

for lifecycle duration

with business objectives

for editorial contribution

for visual quality

with parallel initiatives

for gender specificity

for narrative quality

with desired outcomes

for generational specificity

for media compatibility

with appropriate pricepoint

for cost expectation

for creation cost

with spatial environment

for media affinity

for media readiness

with interior architecture

for temporal sacrifice

for media appropriateness

Attributes and activities join artifice to evidence your desired brand personality.

Brand perceptions are created beyond the experience of the facilities At-distance interaction with your brand creates expectations. Physical interaction with your branded facilities fulfills those expectations. Not Facilities

Facilities

▲

Facilities

▲

Not Facilities

▲

Not Facilities

▲

Arrival

Clinical Care

Departure

Re-Decision

Re-Arrival

Website

Call Center

Site Arrival

Diagnostics

Hospitality

Parking

Advertising

On-Line Contact

Parking

Treatment

Food Service

Post Procedure Follow-Up

Direct Mail

Appt Scheduling

Emergency Access

Intervention

Discharge

Radio Copy

Check-In Kits

Reception

Medical Procedures

Payment and Finance

Customer Relationship Management

Public Relations

Appt Reminders

Check-In Orientation

Therapy

Check-Out

Patient Survey

Re-Orientation

Sponsorships

Room Assignment

Recovery

Parking

Appt Scheduling

Room Assignment

Annual Report

Procedure Scheduling

Assisted Egress

Appt Reminders

Procedure Scheduling

Familiarity Kit Re-Check-In

▲

Singular Brand

Co-Branding Facilitated

▲

Co-Branding Facilitated

▲

Singular Brand

Reception

Site Departure

▲

The actual physical experience of the Hospital’s medical competencies is predominately here

▲

Co-Branding Facilitated

▲

TIME

Singular Brand

▲

Singular Brand

▲

Decision

▲

Pre-Decision

▲

NEXT EXPERIENCE

▲

MORE MESSAGES

▲

EXPERIENCE IS THE MESSAGE

▲

MESSAGES ABOUT THE EXPERIENCE

▲

Overall Experience

Managing the distinct components of the medical experience Breakdown ‘Hospital’ to manageable components that create understanding of the individuated contributors to the wellness community: ▲

Not Facilities Experience

Arrival

Clinical Care Experience

Check-In

Check-Out

Departure

Check-In Kits

Not Clinical Experience

Re-Decision

Re-Arrival

▲

Only here is the actual experience of the medical competency.

(All of the above can fuel and feed content of messages inside the facilities)

Messages About the Experience

Experience Is the Message

Patient Survey

Scheduling Experience

More Messages

Next Experience ▲

▲

Physical interaction with brand fulfills expectations — or not.

Familiarity Kit

Customer Relationship Management

Not Clinical Experience ▲

▲

Public Relations

Clinical Experience ▲

Radio Copy

At-distance interaction with brand creates expectations.

Facilities

Post Departure Follow-Up

▲

Direct Mail

Scheduling Experience

Not Facilities ▲

Advertising

Health and Wellness Site

▲

Website

Decision

Facilities Experience ▲

Annual Report

▲

Pre-Decision

▲

Health and Wellness Site

Managing the distinct components of the medical experience Breakdown ‘Hospital’ to manageable components that create understanding of the individuated contributors to the wellness community. ▲

▲

Wellness Site

All of this is the facility experience but only a portion is the medical experience. Provide clear signals between the medical and not medical experiences via spatial signs and cues.

Interior

Inherently distinct boundaries

Exterior

▲

Interior

▲

Exterior

The overall facility experience need not be painted with same institutional brush as medical care environment

Check-Out

Transport, Parking, and Assisted Egress

▲ ▲

▲

Admin and Finance

Departure

▲

Hospitality for Patients and Family

▲

This is the distinctly medical experience with distinctly medical messages; distinctly medical semantics; and distinctly medical feel and finishes. Populate the environment with visual messages around science of medicine, art of caring; and visual messages about the medical equipment investment just behind that closed door.

▲

Hospital

▲

Provision with distinct boundaries

Food Service for Patients and Family

▲

Therapy and Recovery

▲

Outcome: My food service experience need not color my medical care experience into which so much strategic brand investment has been poured.

▲

Treat the experience of approach as if support functions are distinct competencies with own brands, simply co-mingled under one roof in support of an anchor client that’s all about wellness.

Intervention and Medical Procedures

▲

Hospitality

Diagnostics and Treatment

▲

Admin and Scheduling

▲

Reception and Orientation

▲

Transport, Parking, and Emergency Access

Clinical Care Experience

Check-In

▲

Arrival

Hospitality

Boundaries between are defined with strategic intent: Temporal: Visiting hours signal boundaries Spatial: Volume and rhythm changes signal boundaries Textural: Interior finishes signal boundaries Visual: Color and lighting selection signal boundaries Lingual: Semantics and language signal boundaries Circulation: Security and access signal boundaries

Metaphor: Medical Campus as a community of which Hospital is an integral — yet distinct — part How to break down complexity of hospital to the more human scale of community.

▲

▲ ▲

▲

Hospital

▲

Not Hospital

▲

Wellness Site

Hospital

Doctor Pharmacy Training Offices

Remote Treatment

Not Hospital

Hospital Parking

Dining

Florist Sundries Admitting Examination Procedures Recovery

Chapel

Imagine a multimedia navigation bar: select a component to learn more. This “home town” community illustration could as easily be a “high tech” illustration. The style of illustration can match the personality of the healthcare brand and geographical context. The presentation can be humanistic watercolor or technical photorealism, or anywhere in between.

▲

Show gap if geographically separate: other campuses or offsite joint ventures.

Designing on-brand health and wellness experiences

Relevance What can now be expected of facilities? Successfully strategized experiences, provisioned by scripted on-brand messaging, to specifically profiled audiences, communicated via just-right media, located at thoughtfully choreographed locations, creating a rewarding journey thorough exceptional facilities.

Harvesting hard won message assets for your newest media vehicle: your facilities experience Well strategized, hard earned media content can be found in what we say about ourselves in existing enterprise publishings.

Harvesting Messages

Sources for Brand and Messaging Content

All contribute to a brand and enterprise personality that can be expressed in the facility. Print Advertising

Social Media

External Website

Event Underwriting

Community Sponsorship

▲ ▲

Outdoor Advertising

▲

Annual Report

▲

Corporate Identity

Facilities can be used as a vehicle for media and messages that already exist . . . the trick is to harvest content and translate it into a clear exhibit and informative display that reduces customer sacrifice and enhances customer understanding.

▲

Facilities as a Ready Vehicle for On-Brand Messages ▲

Content Creation Loop

Installed success creates visual content and corporate lore for inclusion in the next Annual Report, Website, Advertising Campaign. Well strategized, hard earned media content is found in what is said about the medical brand in existing enterprise publishings. These are ready sources for imagery and copywriting used on-site and in-space.

“See...this is how we live our work...this is how our bricks and mortar fullfill the expectations of our promoted image...”

Space as a Message | Storytelling and perception creation in 3 dimensions This is a diagramatic summary of the overall project delivery process.

Our vision for this project Our approach will rely on our experience in organizing the design and communication tools at our disposal into an optimal solution for your messages. The combination of traditional graphics, broadcast media and interactive content will require a balancing of investment and a syncopation of technologies. The success story will include the facilitation and consensus needed to traverse your health care culture. Our experience in orchestrating diverse agendas and understanding the subtleties of internal territory and ownership will prove invaluable to making this project happen. It is these two skill sets, project organization and orchestration, that we believe will facilitate this projectâ&#x20AC;&#x2122;s success.

Inventory

Plan

Act

Evaluate

Harvest

Synthesis

Execution

Brand Strategy

Personality of Place

Message Content Creation

Post-Occupancy Evaluations

Graphic Devices

Audience Experience

Media Specification

Visitors Survey

Identity Marks

Human Interactions

Design Documented

Focus Groups

Personality Attributes

Message Masterplan

Environment Configured

External Specialists

Feedback loop affords continuous improvement

Analysis

Cultural Wayfinding | Messaging and communications in support of cultural identity The strategized scripting and visual signals of cultural direction add a new mantra to architecture: Culture Follows Experience.

Wayfinding In Space and Time

Uniqueness Among the Unified

Desired Worklifestyle Defined

(

YOU ARE HERE

Nod to local geography. Pride of past and expectations for the future. The spatial ‘here’ yes, but also the temporal ‘here’. Across time, you are currently here: benefactor of a storied past and on the cusp of an anticipated future.

WE ARE HERE

Distinct individuals, teams, departments, facilities, sites: part of a collective brand. Badging of collective competencies, whose connections ebb and flow and whose interactions result in co-authored outcomes.

WE HERE ARE

Cultural wayfinding, and organizational personality. Visually depict the way forward: maximizing organizational performance, optimizing collective culture, crystallizing cultural vision, actualizing brand personality.

)

Embraceable culture that is increasingly akin to multi-player, multi-locational gaming with collective tribe-like lore and character.

HERE

Spatial setting and stage set, but also the experience of how we ‘read’ the environment.

(

WE HERE ARE

)

ARE

Past evidenced and understood, present delineated and actionable, future anticipated with known direction.

( Our message masterplan— co-authored with you — fills in this blank ) Expressive of your success attributes, the endorsed behaviors, the encouraged mindset, the collective outlook.

On–Brand outcomes | A proven process of analysis and synthesis The endgame is to accomplish the expression of your enterprise culture with your brand-unified environments as the beneficiary. The intention is to bundle together various brand and messaging initiatives with one cohesive approach to voice, personality, and visual style. Those visual designs are specifically adapted to the 3D media called facilities. The completed effort provides you with a visually rich messaging toolbox custom to your enterprise. This brand building masterplan can be continually developed and exported to all facilities in your network.

Reviewing the Branding Possibilities

We will begin to study the brand essence in more detail and attempt to leverage existing content, cover bases, and classify gaps.

We will orchestrate our collective best thinking into identifying the conceptual possibilities for the brand vision.

We will observe typical presentations of the brand and learn of previous or current operations initiatives and their impact on the brand.

The on-site wall display location will be identified, display information will be built, project team best thinking will be presented and feedback given to include additions, edits, revisions, and unexecuted schematic ideas for the wall display.

Our team will meet with designers for other enterprise initiatives and interview internal subject experts.

▲

The goal of this phase is to provide our design team a thorough understanding of existing physical assets, planned assets, and operations, as well as initial insight into potential branding opportunities.

Discovery of Brand Insights

▲

The first phase involves data collection, information gathering and initial evaluation.

▲

Analysis of Brand Essence

Arriving at a Brand and Message Masterplan In the final phase of this project, your team will review, coach, debate and determine the go-forward direction. During the feedback period, we will initiate interactions with your designated representatives to discuss issues that have been raised to arrive at appropriate actions to be performed in follow-on phases of the project.

Message masterplanning: an inclusive, wholistic process reinforcing of brand attributes and enterprise identity Convergence of architecture, messaging, media, and culture. Aligned experiences + brand clarity = desired cultural endstate. 1. Agree to Key People

2. Agree to Key Topics

3. Possibilities Funneled to Options

4. Options Funneled to Decisions

5. Decisions: Bundled for Pricing + Presentation + (Politics)

Topic A

7. Create Constructions Documents and Fabricators Instructions

8. Solicit Bids to Construct and Install

Packaging project for IU Health approvals and procurement

Topic B Topic C

6. Co-Author IU Health Do-able Schemes to Implement

9. Construction Punchlist Acceptance Training and Knowledge Transfer

Full Speed and Spend Build all now and build all at once

Some Wandering In between hybrid schemes versions of either extreme

Topic D

Some Straight Forward Topic E Topic F Topic G

Align project expectations with participants

Employ inclusive facilitation, interview, and consensus programming skills. Follow with content harvesting and content creation

Guardrails of Legal, Finance, Brand, IT, Real Estate, Facility Management, and Public Relations

Employ presentation, documentation, and information architecture skills

Employ frugality and patience: phased, incremental build only

IU Health-right designs to chose from and actions that lead to the projectâ&#x20AC;&#x2122;s realization

Continuously employ our knowledge of architecture, messaging, media, and culture across duration of project. Our process includes co-authoring with you a conceptual strategy that is enterprise specific. Yet more imperative is that the strategy is enterprise do-able. On-brand consensus yes, but also inclusive of right price point perceptions alongside alignment with enterprise culture.

Designing on-brand health and wellness experiences

Process

What does a proven process feel like? As depicted in the following pages, the process employed is thorough, tested, and inclusive. Your designated stakeholders play key roles in arriving at a consensus strategy â&#x20AC;&#x201D; that is published as a collective vision â&#x20AC;&#x201D; and distributed as actionable on-brand guidance.

Example Project | Inventory and prioritization of important messages | Papworth Hospital Q: How would we physically realize an enterprise persona ? A: By surfacing, identifying, engaging, aligning... • By surfacing the ideal outcome • By identifying the contributing factors Interiors Architecture • By engaging owners of the contributing factors • By orchestrating collaboration Branding A sense among the owners of place • By aligning individuated missions with a yet newer goal of experience

Future proof the design

ICONIC design

Work spaces Culturally optimizing Papworth by impacting employee satisfaction considerate and building on pride of place. space planning • Fostering skill and talent • Aids in world class recruitment • Enhances retainment of invested knowledge

Culturally optimising the patient and guest experience of Papworth through enhanced design and a positive a sense of place. • Making Papworth the premier choice • Maintaining it’s reputation as a premium facility • Provide lifestyle amenities for patients and guests • Intuitive floor planning assures visitor satisfaction • Opportunities to position positive messages along patient/visitor journey

increases in private beds

INNOVATIVE

Sustainable materials with longevity

Harness technologies of the future

technologies

Papworth Appeal to the senses

FLEXIBLE

SPIRIT

infrastructure

multi-use areas

collaborative & positive Open, light and honest design

Clean forms and materials

Professional and personable Inviting design

Clear and intuitive layouts

Premium fixtures and finishes

Humanising space

Example Proposal | Metaphoric modeling shapes imagined outcomes | American College of Cardiology Participatory and exploratory design: team engagement in early concepting of the facility experience.

Building blocks and their toy chest brethren have long held a place in architectural design lore. And rightly so: the elementary representations can be quickly configured into metaphoric models of desired outcomes.

Topical Exhibits

Competing Messages

Storytelling Displays Geographic Context

Explorations are undertaken quickly and easily with the echo of childhood wonder, often adding to the creativity of the options. Rapid exploration of multiple options are the valuable dividend of metaphoric modeling. There is the occasional â&#x20AC;&#x2DC;a-haâ&#x20AC;&#x2122; moment in these settings where the serendipity of a free thinking team leads to consensus and coalescence around powerful design directions, design decisions.

Brand Attributes

Visual Heraldry

Thematic Public Art

Audiences Inventoried

Example Project | Touchstone diagram describes overall story we intend to tell | Express Scripts Understanding the enterprise offering so we might map – and promote – each activity across the floorplate. You You Are Are Here Here In In Our Our Benefits Benefits Delivery Delivery Process Process || You You Are Are Here Here In In Our Our Value Value Equation Equation || You You Are Are Here Here In In Our Our Spatial Spatial Footprint Footprint Where Where This This Work Work Takes Takes Place Place || We We Are Are Here Here Affecting Affecting Lives Lives + + Science Science

An ability to point to any location on the spectrum and say: “YOU ARE HERE” as a collective enterprise and at this point Express Scripts’ added value to youAn is...” ability An An ability to to point point to to any any location location on on spectrum spectrum and and say: say: An ability ability to to point point to to any any location location on on spectrum spectrum and and say: say:

as as a a collective collective enterprise enterprise and you is...” is...” and at at this this point point Express Express Script’s Script’s additive additive value value to to you

“YOU ARE HERE “YOU ARE HERE

as an an individual individual personality personality as and at at this point Express Script’s benefit(s) and this point Express Script’s benefit(s) to to you you is...” is...”

“YOU ARE HERE “YOU ARE HERE

Big Big Data, Data, Hard Hard Science Science Data Data compilation compilation via via harvesting. harvesting. Value Value creation creation via via analysis. analysis.

INVESTMENT INVESTMENT DECISIONS DECISIONS

INVESTMENT INVESTMENT OUTCOMES OUTCOMES

SPENDING SPENDING TRENDS TRENDS

F IC NO CM R EM AE SR I NC GE GO RA UL ARIT Y FN ICNO CM R EM AE SR I NC GEGO RA NUL ARIT Y

Enterprise

INCREASING INCREASING GRANULARITY: GRANULARITY: SCALING SCALING UP UP TO TO INCLUDE INCLUDE ENTIRE POPULATIONS ENTIRE POPULATIONS AND HARVESTING AND HARVESTING TREND TREND DATA DATA INVOLVING INVOLVING TREATMENTS TO OPTIMIZE TREATMENTS TO OPTIMIZE BENEFIT BENEFIT MANAGEMENT. MANAGEMENT.

A AF FF FE EC CT T H HE EA A LT LT HCARE HCARE AN ND D S SO OC C II A AL L A SC C II E EN NC CE ES S S

A AF FF FE EC CT T H HE EA A LT LT H H O OF F SO OC C II E ET TY Y S

A AF FF FE EC CT T C CL L II E EN NT T PO OP PU UL L AT AT II O ON N P

COUNSEL COUNSEL CLIENTS CLIENTS

MANAGE MANAGE KNOWLEDGE KNOWLEDGE

A AF FF FE EC CT T 'C 'C O ON ND D II T T II O ON N ’’ CO OM MM MU UN N II T TY Y C

ADVOCATE ADVOCATE STRATEGY STRATEGY

SPENDING SPENDING TRACKING TRACKING M MA AN NA AG GE ED D P PH HA AR RM MA AC CY Y B E N E F I T S BENEFITS DELIVERING DELIVERING H HE EA A LT LT H H II E ER R PAT PAT II E EN NT T O U T C O M E OUTCOMES S FACILITATED FACILITATED B Y B E T T E R BY BET TER D DE EC C II S S II O ON NS S

FINANCIAL FINANCIAL PLANNING PLANNING

FINANCIAL FINANCIAL ASSISTANCE ASSISTANCE C DECREASING GRANULARITY CA AR RE E O OF F GRANULARITY DECREASING

A AF FF FE EC CT T ‘C ‘C O ON ND D II T T II O ON N ’’ CO OM MM MU UN N II T TY Y C

ADVOCATE ADVOCATE CARE CARE

A AF FF FE EC CT T N NO OV VE EL L ‘C O ON ND D II T T II O ON N ’’ ‘C PO OP PU UL L AT AT II O ON N P

A AF FF FE EC CT T S SP PE EC C II F F II C C D II S SE EA AS SE E D PO OP PU UL L AT AT II O ON N P

MANAGE MANAGE REGIMEN REGIMEN

COUNSEL COUNSEL PATIENTS PATIENTS

A AF FF FE EC CT T II N ND D II V V II D DU UA AL L L II V VE ES S A AN ND D L FA M M II L L II E ES S FA

Strategy via via interpretation. interpretation. Dissemination Dissemination via via education. education. Strategy

Big Touch Big Hearts, Hearts, Soft Soft Touch An ability to point to any location on the spectrum and say: “YOU ARE HERE” as an individual personality and at this point Express Scripts’ benefit(s) to you is...”

Individual

DECREASING DECREASING GRANULARITY: GRANULARITY: SCALING SCALING DOWN DOWN TO TO EMBRACE EMBRACE SPECIFIC PERSONALITIES SPECIFIC PERSONALITIES AND EMPLOYING HISTORICAL AND EMPLOYING HISTORICAL HUMAN HUMAN BEHAVIOR BEHAVIOR TRENDS TRENDS TO TO ARRIVE ARRIVE AT AT POSITIVE POSITIVE BENEFIT RELATED DECISIONS. BENEFIT RELATED DECISIONS.

Example Project | Alternative strategies for brand presence for a healthcare district | Texas Medical Center With the individual institutions now well represented, how can the district’s overall brand be visually enhanced and visible promoted?

€

Branded Foundation (Today)

Branded Umbrella

The supporting role of TMC hinted at in secondary and tertiary legends on signage.

Persuasive, overarching brand presence that evidences repetitive references to TMC, throughout the district.

‹›

€

‹›

*° *°

Focus: Defining TMC as district owner and underlying patron organization through physical cues. But majority of TMC promotion is in-print and on-screen — not on-site.

€

‹›

€

‹›

*° *°

Focus: Defining TMC district boundaries, perimeters, and the physical interface with neighboring districts. The brand stands down after passing through the perimeter.

* °* °

Focus: Defining TMC as an urban district via consistency of experience, artifacts, landscape, and visual labeling throughout the district.

Branded Envelope A visible perimeter that envelops the district with TMC brand, but once that perimeter is passed through it fades into the background.

‹› € ‹›

Branded Portals Access pathways visually marked with entrances that clearly announce the TMC brand and label the district beyond.

€

‹› € ‹›

* °* °

Focus: Defining entries into the TMC district(s) in visually pronounced ways. The brand stands down after passing through them.

Example Project | Physical survey evaluates current wayfinding and identity success | Texas Medical Center The importance of wayfinding to the Texas Medical Center experience is reinforced in an optimization strategy. TOPIC

TOPIC

Legend on Buildings (skyline and street level)

Color-Coded Messages

Policy and standards regarding primary naming and legends on buildings by tenants: at street level and at the skyline. Legends on buildings can be governed by published policy. Pedestrian level announcers to skyline messages atop building facades — and all the variety in-between — can have a directive policy that applies to retail components, healthcare competencies, parent enterprise, donor recognition. Include position on literal legal names vs. successful wayfinding semantics.

Current implementation of the color coding system is difficult to decipher. Misuse or over representation of color(s) can lead to confusions to the user; making rapid visual sorting inefficient. The obvious existing issue is the lack of differentiation between the “brand blue” and the parking blue. Coordinate color usage among all TMC mapping assets.

Location(s)

Comments

Comments for this topic to be documented following interviews and workshop.

Color blue isn’t specifically reserved for parking destinations.

Comments for this topic to be documented following interviews and workshop.

At certain point in time, there may have been a robust color-coded logic devised for the campus. The usage of red for emergency and blue for parking is relatively consistent.

OPTIMIZE Offer formal guidance that brings the guard rails in on what is within the TMC style. This includes sizing of fonts, color, materiality, sizing (length and height), illumination methods, mounting methods, etc.

EXTINGUISH Policy against use of excessively long, legal naming on wayfinding elements.

[ EXTINGUISH ]

[ DE-EMPHASIZE ]

[ PER PET UAT E ]

[ OPTIMIZE ]

E V O LV E Set standards that are a fixed finite approach for all future building names. Eventually renovate over time will bring today’s grandfathered styles into that standard.

[ E V O LV E ]

[ REVOLUTIONIZE ]

[ EXTINGUISH ]

[ DE-EMPHASIZE ]

Continue with present color coding, however, add a color key that explains the code on-site, on-screen, and on-app.

Reserve blue for parking and change all non-parking yet blue coded messages to another color (or black on white if arrows).

[ PER PET UAT E ]

[ OPTIMIZE ]

TOPIC

MOTO

Large Scale Fabric Drape Signage

App based, personalized wayfinding system customized for the TMC and developed by M.I.T. Available on Android and iOS. How is it licensed and is the deployment optimal? Are search queries stored and accessible from a database?

Policy and standards regarding large scale fabric drape signage on building facades. Set standards on mounting hardware— make hardware recommendations for temporary and updatable applications.

Location(s)

The standardized wayfinding elements also play a role in unifying all TMC facilities with an over arching visual identity — an important role today and in the future — when TMC expands into adjacent districts and geographically remote sites.

Comments

The lack of reviews indicates under-utilization of app. Zero reviews on Apple app store and one 5 star review on Google Play.

OPTIMIZE Establish focus group to determine what are next steps in optimizing investment.

[ DE-EMPHASIZE ]

[ REVOLUTIONIZE ]

Comments for this topic to be documented following interviews and workshop.

[ EXTINGUISH ]

[ E V O LV E ]

Users are redirected to a default navigation app installed on device.

More blue coded objects.

E X T E R I O R B R A N D I N G A N D WAY FI N D I N G R E V I E W | FE B R UA RY 2 017

TOPIC

Typical navigation pathway within application.

Shuttle routes are color-coded using the same blue and red palette. source: http://www.tmc.edu/contact/shuttle-services/

OPTIMIZE

PER PET UAT E

E X T E R I O R B R A N D I N G A N D WAY FI N D I N G R E V I E W | FE B R UA RY 2 017

Comments

The dominant population circulating across this healthcare environment can be described as a mix of patients and their team of healthcare providers. The former audience is likely to be stressed and preoccupied, while the latter is likely to be schedule driven and time challenged. Helping each to get to their destination with the least distraction — and minimum of sacrifice — is the primary goal for the TMC wayfinding program.

[ PER PET UAT E ]

[ OPTIMIZE ]

Existing sample of large scale fabric drape signage at the TMC.

E V O LV E

REVOLUTIONIZE

Promote the optimized app once it is updated and optimized.

Undertake app authoring internally and tie together social media about TMC with navigational media within TMC.

[ E V O LV E ]

[ REVOLUTIONIZE ]

E X T E R I O R B R A N D I N G A N D WAY FI N D I N G R E V I E W | FE B R UA RY 2 017

Iconography quickly summarized and suggested actions and illustrated the overall spectrum of options within the strategy.

EXTINGUISH

OPTIMIZE Investigate existing fabric drape products for application. Set policy for size limitations and allowances. Include in standards method of printing, image resolution, and finishes.

[ EXTINGUISH ]

[ DE-EMPHASIZE ]

[ PER PET UAT E ]

DE-EMPHASIZE

[ OPTIMIZE ]

E V O LV E

REVOLUTIONIZE

Set standards on mounting hardware—make hardware recommendations for temporary and refreshable applications.

Consider digital banners in lieu of fabric banners in future application.

[ E V O LV E ]

[ REVOLUTIONIZE ]

E X T E R I O R B R A N D I N G A N D WAY FI N D I N G R E V I E W | FE B R UA RY 2 017

PERPETUATE

OPTIMIZE

EVOLVE

REVOLUTIONIZE

Example Project | Physical survey and evaluation of current branding success | St Josephâ&#x20AC;&#x2122;s Medical Center Helping a multi-building healthcare campus define its identity and brand its complex urban context. This campus required a brand and identity analysis to clearly define the current reality and envision the remediated outcomes and the required financial investment. Photographic surveys illustrated current reality and were paired with an in-depth narrative that both categorized issues and suggested solutions. Mapping, naming, schematic numbering logic, maintenance, and policing policies were all included in the delivered analysis. Financial strategy and program cost were provided as well, offering leadership a business case for the investment in remediation.

Example Project | Recruiting stakeholders, soliciting opinion, enlisting buy-in | Innova Health Systems Patrons, advocates, endorsers become fundamental to successful brand initiatives and experience enhanced environment design

stakeholder survey

what is the stakeholder’s experience? The Inova Brand and Its Relationship to the Experience of Inova Facilities

An interview and survey exploration establishes the creative direction for facilities branding, employee messaging, and patient experience across all Inova campuses.

project stakeholders

who are the stakeholders in this initiative? Page 1

We are striving to provide Inova with the most appropriate facilities. To achieve our goal, we are soliciting your input on our campus architecture and interior design. It is our goal with this survey to understand how our facilities can best align with the Inova Brand. Your thoughtful contribution is welcomed. Thank you.

BR AND MANAGEMENT

About You

PATIENT EXPERIENCE

SALES + MARKETING

This research established the conceptual direction for deploying a unique brand identity for Inova facilities which complies with existing system-wide brand initiatives and policies.

ALIGNED EXPERIENCE: • ON SCREEN

Who are you? ❍ Administration ❍ Nursing Staff ❍ Referring Physician ❍ Hospital Physician

LEADERSHIP VISION

❍ Support Services

• IN PRINT • ON SITE • IN MIND

HR + RECRUITMENT

PHIL ANTHROPY FOUNDATION

REAL ESTATE + FACILITIES

WHO ELSE...?

Which Inova operating unit(s) are you most familiar with? ❍ Alexandria Hospital ❍ Fairfax Hospital

❍ Fair Oaks ❍ Loudoun Hospital ❍ Mt Vernon Hospital

These concepts offer a direction for an aesthetic on-brand identity that also incorporates broader messaging and communications objectives. All will help maintain a synergy across the built environment by being exportable and adaptable to the architectural features of each existing campus.

Performance of Our Inova Facilities How well do Inova facilities express our healthcare capabilities? ❍ Poorly

❍ Fairly

❍ On average

❍ Well

❍ Extremely well

How well do Inova facilities express our research capabilities? ❍ Poorly

❍ Fairly

❍ On average

❍ Well

❍ Extremely well

How well do Inova facilities express our education capabilities? ❍ Poorly

❍ Fairly

❍ On average

❍ Well

project contributors

what are contributors to this initiative? ❍ Extremely well BR AND GUIDELINES

❍ Poorly

❍ Fairly

❍ On average

❍ Well

❍ Extremely well

Messages In Our Inova Facilities Does Inova need a published policy regarding the posting and display of artwork in our facilities? ❍ Yes

❍ No

❍ One already exists

Does Inova need a published policy regarding the posting and display of marketing and staff communication messages in our facilities? ❍ Yes

❍ No

❍ One already exists

VISUAL COMMUNICATIONS

All pass through Inova lens and are focused for on-brand persona of space

One unified, consistent overall Inova experience 20% (minor) local nuance 80% (major) enterprise alignment

L ANDSCAPE + STREETSCAPE GUIDELINES EXTERIOR DESIGN AESTHETIC INTERIOR DESIGN AESTHETIC FF+E PREFERENCES

Individual thrusts wrapped into a package of cohesive guidance that is distributable

ART PROGR AM PROCUREMENT PROCESS

Does Inova need a published policy regarding the posting and display of employee communications in our facilities? ❍ Yes

❍ No

❍ One already exists

Present time frame to arrive at guidance

Future updates on scheduled intervals

The seats at the strategy table will likely be diverse and may foster the first time certain disciplines will have worked together. For some, the first time they have worked on a facility project. And perhaps the first time engaging with a design and ideation process.

buy-in

creates conviction CONVICTION Current Reality

creates CREATESmomentum MOMENTUM Tipping Point

Guardrails of accepted activity

creates change

creates CREATESchange CHANGE

Critical Mass

▲

A philosophical masterplan for this initiative: buy-in creates conviction creates momentum Defining the Context for the Workplace Brand and Messaging Solution

▲

Example Project | Illustrated: aligned experiences + brand clarity = desired end state | Innova Health Systems Project Premise | A Philosophical Masterplan for This Initiative creates brand clarity

creates brand clarity

Visible Culture

Diminishing activity outside guidelines Team Integration

Workscape activity increasingly plays out to a focused vision

Increasingly activity occurs inside guidelines

Desired End State

Team Oversight

Decreasing rhythm of oversight as program evidences physical success

EY CRE + Design Team check-ins on direction of overall initiative. Decreasing rhythm of oversight

Visible progress creates broader buy-in

PROGRESSION

PERCEPTION

Plan for Change

Concensus on Change

Initiative

Baby Steps

Inch Pebbles

Big Strides

Strategy

Mile Stones

Giant Steps

Leaps Forward

Progress

Momentum

Continuous publication of the brand and messaging vision and continuous promotion of program’s progress APPLICATION

PUBLICATION AGREED TO GUIDANCE

DOCUMENTATION

Editing, Optimizing Evolve

DURATION

+/-4 Months

PILOTS

North America COLLECTIVE GUIDELINES TESTED

POE, Lessons learned +/-6 Months

PROJECTS

Multi-National PUBLISHED POLICY

FAQs, Updates, Suppliers Confirmed +/-1 Year

ADD ALTERNATES

Situational

APPENDICES

Success Photos As Needed

Example Proposal | Defining the depth of detail in branded environment guides | Intermountain Health A spectrum of effort offers optional granularity of detail — from principled strategy to specific logistics This Project’s Imagined Outcome

The project deliverable will be designed as an extension to Intermountain’s existing guidance publications — as a supplement to the brand guidelines or the real estate guidelines — using the brand’s look and feel for publishing. Strategy (Care about these topics)

This Project’s Suggested Focus

DESIGN PRINCIPLES

DESIGN GUIDANCE

Design Principles Includes

Philosophical approach to brand and its intersection with facilities. Why a brand and messaging initiative is necessary and a differentiator. Narrative writing blended with captioned survey photos. Distilled list of facility attributes that will reinforce intended brand experience.

In Addition to Design Principles

Survey sampling of multiple sites. Interview of brand and real estate stakeholders. Analysis of success stories and shortfalls. Recommendations tied to physical architecture as well as organizational process. Consensus on-brand approach to furniture, finishes and art program.

Logistics (Do exactly these things) PERFORMANCE SPECIFICATIONS In Addition to Design Guidance

Survey of most major sites. Extensive photographic catalogue of current successes and shortfalls by topic. Narrative descriptions of optimal brand affinity regarding construction, materials, finishes, and furniture. Illustrated examples of brand and messaging tools paired with guidance on cost and procurement

PRODUCT SPECIFICATIONS Addition to Performance Specifications

Illustrations of each example brand and messaging tool paired with catalogue cutsheets and detailed product specifications for workplace media. Catalogued inventory of on-brand media assets to select from in provisioning new or retrofitted workscapes. Installed photos of brand elements acquired and added to guidance document as success examples.

Example Proposal | Defining the content and structure of the brand definition document | Intermountain Health Content planning for the Brand Guidance document: the architecture of the information can be customized to reflect organizational priorities. Introduction......................... . 1.0 About This Document The Guidelines Book The Guidelines Website Audiences for These Guidelines How To Use This Guide Document Organization Background......................... .2.0 Brief History Mission Statement Overview of Facilities Portfolio Geographically Remote Sites Overarching Touchstones...... .3.0 Patient Confidentiality Cost and Quality Brand Expression Local Character Information Technology Sustainability Security

Landscape. . . . . . . . . . . . . . . . . . . . . . . ...4.0 Key Successes Issues for Remediation Direction Going Forward Roadways and Parking. . . . . . . ...5.0 Key Successes Issues for Remediation Direction Going Forward Architecture. . . . . . . . . . . . . . . . . . . . ....6.0 Key Successes Issues for Remediation Direction Going Forward Interior Design. . . . . . . . . . . . . . . . . ....7.0 Key Successes Issues for Remediation Direction Going Forward Wayfinding. . . . . . . . . . . . . . . . . . . . . . .....8.0 Key Successes Issues for Remediation Direction Going Forward

Brand and Messaging...............9.0 Expressing the Brand Messages Supporting the Brand Distribution of Brand and Messaging Passive vs. Dynamic Displays Reference Information...........10.0 Parallel Guidance Regarding Facilities Parallel Guidance Regarding Brand Expected Updates To This Document Contributing To This Document For Further Information Contact

This document is updated regularly. Please be certain you are employing the latest version of our guidelines.

Example Project | Rapid conceptualization inspired by stakeholder ideation | Baylor College of Medicine Conceptual sketches: a visual shorthand that triggers completion activities in the viewer, filling in detail and attribute with oneâ&#x20AC;&#x2122;s imagination.

Example Project | Spatial storyboard scripts key interactions in the patient experience | Kai Tak Paediatrics The sketch product is more inviting of the involvement and exchange that creates consensus around ideas and go-forward direction.

kiosk Level

3 4

parking indicators. Level

Example Project | Scripting a consistent organizational personality across three dimensions | Cedars Sinai Employing strategically located messages presented in appropriate media to reinforce a patient centric environment for healing.

Interior Circulation

Wayfinding kiosk with on demand print; located at drop off and heavy traffic area

Floor Arrival Departments and Rooms Dimensional logo and manned wayfinding kiosk at main reception desk; Lobby entry experience

AV Display

Wayfinding kiosk at portal bridge connecting building and plaza

Room name and number. Vision screen art can serve both decorative and wayfinding purposes.

Restrooms, nurse stations, warning icons and all other basic egress signage.

Restricted Areas Dimensional letters; names of department, function rooms.

Overhead directional and entry announcers on hallways.

Destination Legends

Plaza signage Donor Name Art

Mapping and directory. (Freestanding optional)

Lobby wayfinding, exclusive material

Overhead directional

6 5 4

3 INFORMATION

Dimensional names of function rooms. Warning/hazard icons

Basic egress, restrooms, and utility rooms signage.

D E PA R TM E N T

In Building Destination

D E PA RTM E N T

2 1 G

Elevator lobby; elevator exchange; level indicators elevator jam tags.

In Building Destination

Exam Room

D E PA R TM E N T

PROJ EC T O N E

Common icons, symbols, and a consistency of display vehicles will offer a common visual language across diverse environments for the distinct categories of content that express organizational personality. The combination of traditional signage, passive media and interactive content will require a balancing of investment and a syncopation of technologies. That success will be based on design and fabrication schemes. The visually rich diagram shown here illustrates an artful index to the desired and required messages.

PLANNING /

Native / Size: H=1-2t W=1-2ft/ Partial Shade or Full Shade / Water: Dry to Regular/ Maintenance: Medium

Native / Size: H=2ft W=2ft/ Partial Shade or Full Shade/ Water: Dry to Regular Maintenance: Medium

Non Native / Size: H=2-3t W=3-4ft/ Partial Shade or Full Shade/ Water: Dry / Maintenance: Low/ Evergreen

Non-Native / Size: H=2-3 ft W=3-4ft/ Full sun to Partial shade / Water: dry to medium Maintenance: Low/ Evergreen grass / Salt Tolerant

Native / Size: H=3ft W=3ft/ Full sun to Partial shade / Water: Medium to Wet / Maintenance: Low/ Evergreen grass

LANDSCAPE

Example Proposal | Investigating the flow and sequence of everyday journeys | Intermountain Healthcare Illustrating the physical experience of sequential spaces along a pathway and the required navigation between. ro

ROSMARINUS OFFICINALIS ‘PROSTRATUS’ CREEPING ROSEMARY

Non Native / Size: H=0.5-1ft W=2-3ft/ Full sun / Water: dry to medium/

LEUCOSPERMUM CORDIFOLIUM PINCUSHION PROTEA

Non Native / Size: H=3-4ft W=4-6ft/ Full sun /Water: dry to medium/ Maintenance: low/

ALLIUM GIGANTEUM ORNAMENTAL ONION

CAREX TESTACEA ORANGE NEW ZEALAND SEDGE

Native / Size: H=3-6ft W=2-3ft/ Full sun to part shade

Maintenance: low

Non Native / Size: H=2ft W=5ft /Full sun to part shade / Water: Regular /

Non Native / Size: H=3-5ft W=1.5-2ft/ Full sun /Water: Regular/

EXISTING SERVICE ROAD

CALAMAGROSTIS ACUTIFLORA KARL FOERSTER FEATHER REED GRASS

Non Native / Size: H=3-5 ft W=1.5-2.5ft/ Full sun / Water: Medium to Wet /

DATE

Plans and pathways illustrate commonplace journeys by specific audiences

TIME

LIGHTING

GARAGE ENTRY RAMP

PER TY

LIN E

OUT

ENTRY

INTERIM ENTRY

NOISE LEVEL 1

Spatial vignettes offer form and context to touch points

COLORATION

PRO

SPATIAL VOLUME

CUEING CROWDING

MARSHALL CT.

ANXIETY MATERIAL 2

PLE

ST.

SERVICE YARD

FUNDING

SCALE OF MESSAGES XS

VISITOR

PATIENT PHYSICIAN ASSOCIATES

PARKING / DROP-OFF

EXTERIOR

RECEPTION

Audience for journey VISITOR

COMMON AREA

NURSE STATION

PATIENT ROOM

WAITING AREA

AMENITIES AREA

GREEN ROOF

LL ST. MARSHAat Experience touch point

ASSOCIATES

PARKING / DROP-OFF

EXTERIOR

RECEPTION

COMMON AREA

NURSE STATION

PATIENT ROOM

OPTIMAL MEDIA FOR MESSAGE

PATIENT PHYSICIAN

CONTENT CREATION

WAITING AREA

AMENITIES AREA

GREEN ROOF

Example Proposal | Illustrating spatial and social attributes of each touchpoint | Intermountain Healthcare Visualizations of yet-to-be-built spatial concepts can easily depict suggested designs for brand, media and messaging. Newer thinking: the parametric design approach to lumens and footcandles that is applied to spatial attributes can also be applied to the social and sensory attributes of space. Imagine each space in the journey presented as an intelligently annotated electronic flipbook. RECOVERY NURSE’S STATION

AUDIENCE

Wayfinding Kiosk Visual totem offers directory/imagery messages

Temporal attributes gauged Time and date yes, but also slow and peak activity times

TEMPORAL

Tactile Room Sign

Station ID

Monitor Display

Vision Screen

Dimensional address at each station with room directory at this station

Loop of all necessary ID and wayfinding content

Translucent glass graphics positioned at eye level for privacy but presented in an artful way

TIME

DATE

At patient room door

SPATIAL

LIGHTING PATIENT

Spatial attributes gauged The parameters we have come to associate with BIM based modeling. Edit to most meaningful.

NOISE LEVEL

Indicate audience(s) for this experience journey

COLORATION Graphic Art Mural FAMILY

SPATIAL VOLUME SOCIAL

Welcome

CUEING CROWDING

Social attributes gauged Humanistic concerns regarding social, emotional and sensory experiences

“To wish to be well is a part of becoming well.” — Seneca

VISITOR

ANXIETY CONTENT CREATION

Infor

matio

FUNDING

PHYSICIAN

SCALE OF MESSAGES XS

CONTENT CREATION Wayfinding Icons

Message attributes gauged This type of data can extend to content creation and authoring costs.

ASSOCIATES

JOURNEY

PARKING / DROP-OFF

EXTERIOR

RECEPTION

NARRATIVE

Record a narrative of the intended experience Assign a unique voice talent to each audience

HEAR NARRATIVE OF EXPERIENCE

COMMON AREA

NURSE STATION

PATIENT ROOM

WAITING AREA

MESSAGES

AMENITIES AREA

DISCHARGE

MEDIA

Indicate optimal media paired with message(s)

SM SURVIVOR MESSAGE DA DEPARTMENT ANNOUNCER CT

CLINICAL TRIAL RECRUITMENT

Select the specific touch point in this sequential journey

PASSIVE LONG LIFE

PASSIVE ROTATING

DIGITAL BROADCAST

Visualizations continue to evolve across the design of project: from wire frames to full renders.

DIGITAL INTERACTIVE

Message content Scale and saturation of media, messages, art and artifacts, along with effort/cost to author and curate

Audiences, journey, sequence, choreography can be evidenced and visually present the attributes of the designed experience.

Example Project | A summarized on-brand journey spanning skyline to screen saver | Kai Tak Paediatrics Community skyscape to individual desktop: macro to micro storytelling— from biggest picture to bit and pixel.

MACRO ENVIRONM ENT

MI CRO ENVI RONMENT

Facility exterior: CEP have the ability to influence perceptions

Facility interior: CEP have the ability to control perceptions

HONG KONG COMMUNITY CEP VISITORS CEP PATIENTS C E P C U LT U R E

Desired response to the experience at the CEP

CEP COLLEAGUES

CITYSCAPE

EDIFICE

ENTRY APPROACH

ENTRY RECEPTION

PUBLIC AREAS

PATIENT AREAS

PRACTITIONER AREAS

CLINICAL AREAS

There is a reputation for the Centre of Excellence that is confirmed by the scale and location of the CEP in the cityscape. The healthcare community recognizes the competencies housed there. Competencies that magnetically attract patients, practitioners, and clinicians. The facility is confirming in its own architectural competency. The CEP integrates with Hong Kong, yet it has a competence to its urban presence that signals it is a sentinel of the city's future.

Anticipation rises as one glimpses the CEP for the first time. The buildings are trendsetting for healthcare architecture. The science resident inside is expressed in the architectural skin. There is a nature to the materials that embraces an architectural future, while echoing the wonderment of imaginative children. Each tower is clearly signed with the CEP brand atop the major elevations. The CEP logo unifies the structures while the parapet mounted Chinese and English legends differentiate them: the Centre for Excellence in Paediatrics Hospital and the Centre for Excellence in Paediatrics Medicine. In their signature design, these architectural assets wave the flag high for the Hospital Authority.

Memorable architecture identifies the CEP to the returning patient. For the first time visitor a comprehensive strategy—including a unified sign design and cohesive messages —defines the way. These messages are crafted for transit speeds, as most often the CEP will be first experienced from a windshield. Conventional Hong Kong traffic control devices are joined by a CEP branded sign family that sorts traffic, defines lanes, and offers vehicular destinations. Transit traffic is funneled to the arrival plaza, centrally located between the towers. Overhead electronic messaging acts as a visual magnet and offers wayfinding advice, as transit riders transition to the pedestrian pathways. Service ramps have led select vehicles to the various medical activities and logistical supply and shipping functions below grade. For all destinations, architectural expression has been reinforced with wayfinding symbols and messages that name, orient and direct.

Art and architecture signal the reception function aided at each turn by CEP branded wayfinding. The well identified reception areas for each tower beckon. 'Welcome' is paired with 'Well-being' in both lobbies, with the hospital entry decidedly the most artful and visually animated. Reception stations in the entry path offer overall CEP identity and building specific wayfinding. In-print mapping, on-screen illustrations, and in-person explanations are first offered here at these stations. Printed maps can also be offered as storybooks suitable for coloring by young patients. On-screen media will include the CEP mobile app offering rich storytelling content beyond wayfinding. These wayfinding mediums easily match up to audience preference: the CEP visitor will choose the media offering them the most comfort.

From this key reception encounter, directions are chosen and touchstones along every possible path reinforce destinations ahead and regularly offer directions at hand. The directions take the form of passive lists on sign plaques and interactive links on screens. Every level change via escalator or lift or stairway offers a depth of digital wayfinding data. These vertical circulation points are themselves named as destinations with compass point legends: the "Northwest Stairway” and the "East Lifts" become anchored destinations repeating on each floor. In like manner the landscaped exterior and atrium spaces are given destination names and visible legends that reinforce arrival at a sought-after amenity. Naming spaces and tastefully labeling each space with that 'semantic address' is a key strategy in the CEP's successful wayfinding.

Hospitality-like wayfinding found in the public areas of the hospital extends into the patient areas. Institutional graphics occur only where required by code and covenant. Destinations for in-patient and out-patient alike are visually accentuated and tastefully presented. The bilingual legends omit hospital jargon and medical acronyms. Purposeful positioning make these legends easy to find. Numbering makes stations repetitive in appearance easier to differentiate. The goal of every wayfinding effort is to reduce patient sacrifice in understanding the CEP and navigating its competencies. The design intent is a healthcare environment that is easy to know and where it is easy to be known.

These areas begin with a clear signal of 'authorized entry' or 'restrict circulation' or 'hospital staff only'. The signal is prominent and prohibitive though it is not quite punitive: even here the intent is to retain the accent of hospitality. Clear and concise communications also extend into the staff spaces though here there is more acceptance of legends employing medical jargon and conventional hospital nomenclature. The clutter of communication is reduced by redirecting announcements on-screen: to practitioner desktop, laptop, and consolidating rich employee focused content within a CEP internal app. All the conventions of CEP wayfinding and mapping continue into these spaces although these maps include more detail than found in the public areas.

Wayfinding clarity and consistency extend into the clinician functions of the CEP. There's also a home here for the safety and hazard messages required by code and convention. Departments are visually differentiated by naming announcements paired with names and photos of investigators, a narrative of their pursuits, and photography of the space behind secured doors. All these are displayed in an effort to evidence the personality of the research and the camaraderie of the team. These entry announcements evidence optimism, confidence and energy in their postings. They act as the scientific equivalent of social media. They increase the sense of community and serve the needed function of cross pollination between research competencies.

Example Project | A touchstone strategy for messages and the voice that expresses them | Eli Lilly The communications strategy is authored, a POV is established, the overall message is defined: all illustrated in a touchstone diagram. Exemplify how Life (WorkLife) and Science (R+D Science) intersect/overlap to orchestrate and optimize a Lilly culture fueled by discovery. message defined: Exemplify how Life [WorkLife] and Science [R+D Science] intersect / overlap to orchestrate / optimize a Lilly culture fueled by discovery. Also definedOverall is the complexity of message vocabulary: PhD savvy, 21st century ready copywriting, offered from a global perspective. Complexity of message vocabulary: Ph.D. savvy, 21 century ready copywriting, with a global perspective. Who (celebrity voice /iconic voice) we imagine narrating these words may help write them... st

[R+D]SCIENCE

[WORK]LIFE Attributes of Life Voice • Inspiring • Conversational • Lyrical • Empathic • Journey-focused • Truth-based

Attributes of Science Voice • Innovating • Logical • Literal • Analytic • Goal-focused • Fact-based

What persona would speak with a Lilly-right accent about Life? Consider gender, age and accent when answering.

What persona would speak with a Lilly-right accent about Science? Consider gender, age and accent when answering.

TOUCHSTONE MESSAGE:

This is also the intersection of I, Me, Mine, We, Ours, Us... This needs to be the subtext to all messaging. (At times it may even be a purposefully overt message) Tone of Messaging • Brevity / Directness • Speed / Immediacy • Readable / Engaging • Truth / Honesty • Empowering / Actionable

LILLY CULTURE

MUTUALISM and INTERDEPENDENCE

This message space, where (Work)Life meets (R+D) Science, can be strategically communicated: Illustrating / evidencing the connections between worklife (driven by culture) and scientific innovation (driven by discovery) Lilly is investing/reinforcing these connections with inventive initiatives that support both (Work)Life and (R+D)Science And we are explaining these initiatives as investments in our collective futures, building a culture of mutual success that reinforces our collective interdependence

LILLY DISCOVERY

Example Project | Define the message hierarchy that will be employed inside the facilities | Eli Lilly Visually-rich diagrams illustrate the structure for the overall communications architecture and define the granularity of message content. SUPERSET

BROAD

The graphic representing the superset uses the DNA helix and sets the tone for humanistic (and personalized) topics with a formal scientific accent in art suitable for Lilly. The narrative message is written to balance these communications with a “Life” accent.

The superset refers to all the communications bundled into this overarching strategy. (The success of these communications is tied to the execution of the initiatives they are announcing and reporting.)

SEGMENTS (Enterprise)

Adjacent and overlapping initiatives are grouped into segments of focus: Your life (physical) Our collective enterprise (financial, career) Our collective lives (social, community)

(Individual)

Subsets keep the color code of their set throughout all campaigns/communications related to this topic

If one strand of DNA ladder is Enterprise and the other is the Individual, then these initiatives are the interdependent rungs connecting each strand to the other—strengthening both

FIN AN

CARE

E L W

LL BE ING

BEING

BEIN

ING WELL BE

WELL

ELL ER W

UNITY

CIA

COMM

SOCIAL

SETS

PHYSICAL

FINANCIAL

CAREER

SOCIAL

COMMUNITY

The five segments are assigned a color code from the Lilly identity palette and each will carry that special color throughout the campaign cycles. The cues taken from personalized medicine will be echoed in DNA and genomic art that colors these communications as both humanistic and personally focused.

GRANULARITY

Focused Initiative

The sets bundle together topics under each focused initiative.

SUBSETS Subsets list specific events tied to a topic.

Flexibility

Compensation

Performance Management

Amphitheater

Escape Pods

Bonus Plan

Training and Development

Pub

Healthy Food Initiatives

Health Insurance

Educational Assistance

Campus Branding

Healthy Living Initiatives

401(k) Savings Plan

Position Posting

Seasonal Outdoor Events

Soccer Field

FSA

Talent Assessment

Integrated Workplace

Track, Trails

HSA

Succession Management

The Loop

LIFE Entrance

Retirement Plan

YMCA

Financial Planners

Compostable Service in Cafeterias Personal Mission Trips WalMart Preferred Customer Partnership with Local Transportation United Way

Employee Activity Groups Day of Service

In some enterprises, brand has only recently been optimized as an asset. Connecting Hearts Abroad

Fitness Friday

Plant a Tree

Specific Events

Bike to Work Day

Earth Day

Corporate Challenge

While strong in consistency, it may not as yet be deep in strategically developed and publicly marketed attributes. These projects offer a marvelous opportunity to advance the tools available to the brand.

FINE

Example Project | An on-brand approach to Placemaking and Community | Cedars Sinai On-brand, on-mission, within-culture, of-competency, of-communityÂâ&#x20AC;&#x201D; all valid message content for health and wellness experiences.

Definitions

Brand

Culture

Competency

Community

Corporate Identity Resulting in Personality of Place

Cultural Identity Resulting in Pride of Place

Competencies Identified and Tied to Marketplace

Community Identity Resulting in Placemaking

Supportive of Belief Systems

Supportive of Optimal Behaviors

Supportive of Business Synergy

Supportive of Collective Experience

Accurate definitions are foundational to solving the right design problem. Creating a common visual language: brand, culture, competency and community can strategically converge around the experience of place...

In some enterprises, brand has only recently been optimized as an asset. While strong in consistency, it may not as yet be deep in strategically developed and publicly marketed attributes. These projects offer a marvelous opportunity to advance the tools available to the brand. Fundamental to that success would be a clear understanding about the distinct roles of community, competency, culture, and brand in the creation of an experience enhanced environment.

Example Project | Consensus inventory and coding of important messages by topic | OSU Medical Center Summary of Our Health and Wellness Messages

Display Topics, Summary Description, and Shorthand Legend used as Plan Indicator

Mission, Vision, Values

Employee Recognition

This needs to be large and in a prominent location. The messages for this will not change. We are open to ideas of how to make this attention-getting.

This would need to be a large display and would need to be versatile enough to be updated regularly. Could be digital or have digital components.

Logo Story

Welcome Screens

This is a small display that can be permanent. It will feature the story behind our logo. Art is already developed for this.

Communications Wall

We would like to have digital welcome screens on each floor that can be programmed by each area and could feature floor or unit specific information and messages.

Communication Hubs

This will serve to inform faculty and staff about news and events going on around the medical center. It needs to be large and flexible, probably digital. May want more than one of these. Would like to place in hightraffic areas were staff will be likely to notice it, outside of cafeteria, etc. Could be digital.

Would like to have digital communications screens in staff-only areas where staff could get to information that they need to know to do their jobs. Touch screen and video capabilities, tie to our intranet, OneSourceTV.

Volunteers Display

Visitor Center

We will need space to recognize our volunteers and tell their stories — could be one display, medium in size or a series of pieces that serve as art. If it is a display, it needs to be flexible to update.

This would be a medium sized display that could be digital. It would offer information on OSUMC, OSU, Columbus and Ohio. It would contain information that visitors from out-of-town might be interested in.

Survivorship Display

Educational Stations

We will need space to recognize survivorship and survivors and tell their stories — could be one display, medium to large in size or a series of pieces that serve as art. If it is a display, it needs to be flexible to update.

We would like to have interactive learning stations similar to COSI installations. Could feature processes in labs, etc. These might be near larger waiting areas and would need to have the ability to move them to different locations and update them.

Donor Recognition

Research Display Area

This display will recognize our many donors and could be medium to large in size. It would need to be flexible to allow updates and add items. Could be digital.

Larger display both in the concourse areas and in the main James lobby and then, based on product line throughout the cancer hospital, a display of relevant discoveries for that particular product line on their floor.

Campaign Display

Quality and Safety

This could be medium to large area and would need to be flexible to showcase current campaigns when appropriate (ex. Creating a Cancer-Free World).

This medium sized display area would highlight our quality and safety initiatives and information patients need to be safe and healthy. This display would have rotating features and could be digital.

Partnerships Wall

Safety Stations

This display would highlight our partnerships and collaborations; Children’s, Battelle, partner hospitals, etc. It would need to be small to medium in size. It could be digital or not, needs to be flexible enough to add and delete items.

Participation / Get Involved

PGI

Example Project | Messages: assigned and visualized as to media and impact | OSU Medical Center OSUMC Enhancedlocations Display Location Plan Composite Floor Plan Ground Level

15 14.1 14 13.3 13 Across 12 10 9 Enhanced16Displays Distributed a11 Location Plan

7.6

7 6.8

0.6 0.5

0.3 D.X 0

E.X

G.X

F.X

Composite Floor Plan of Ground Level X.1

X.3

STAFF LOCKERS

STAFF LOUNGE

VOLUNTEER STAFF OFFICE

A.3

SATELLITE ONCOLOGY LAB

EXAM / EXAM / EXAM / EXAM / OFFICE INFUSION INFUSION INFUSION INFUSION VESTIBULE ROOM ROOM ROOM ROOM

CORRIDOR

VOLUNTEER WORKROOM

CONSULT ROOM

C.1

CONSULT CONSULT ROOM ROOM CONSULT CONSULT ROOM ROOM

CONSULT ROOM

C.2

CONSULT ROOM

TOILET 14 CONSULT ROOM

CONSULT ROOM

CLEAN HOLDING

SOILED CONSULTHOLDING ROOM

WORK ROOM

CONSULT ROOM

STREACHER REGISTRATION

PHARMACY STORAGE

EVS

CORRIDOR

EXAM / EXAM / INFUSION INFUSION ROOM ROOM PATIENT TOILET 19 PATIENT TOILET EQUIPMENT STORAGE

TRIAGE RECEPTION ROOM

CLEAN HOLDING

EXAM / INFUSION ROOM CLEAN HOLDING

INPATIENT SUBWAITING

FIRE COMMAND STATION

OUTPATIENT RECEPTION

MANAGER OFFICE

NOURISHMENT

STAFF TOILET 21

A.8 A.9

TRAUMA ROOM

OFFICE

STAFF WORK / SUPPORT AREA

STAT LAB OFFICE

OFFICE (SHARED) WORKROOM

C.8

OFFICE

EVS

STAFF LOUNGE

D.8

E.6

TBD

DISCHARGE

CORRIDOR

RETAIL PHARMACY

ED WORK

TRAUMA ROOM

PORTABLE EQUIPMENT ALCOVE

EXAM ROOM

SOILED UTILITY

STAFF LOUNGE

HOPE'S BOUTIQUE

CAFE

TEAM WORKROOM

EXAM ROOM

EQUIPMENT ROOM

WORKSTATION

CORRIDOR

EXAM ROOM

CORRIDOR

EXAM ROOM

EMS CLEAN AMBULANCE CREW / POLICE ROOM

EVS

ELEVATOR LOBBY

PUBLIC TOILET (M)

VIEWING ALCOVE

TOILET TOILET

SOILED UTILITY

PGI

EXAM ROOM MEDICATION ALCOVE

EXAM ROOM

A.4

EXAM ROOM

OFFICE

PATIENT/FAMILY TOILET

STAFF TOILET

A.2

AGV

EXAM ROOM EXAM ROOM

STRETCHER HOLDING

PUBLIC TOILET (W)

DECONTAMINATION DECON STORAGE COLD

EXAM ROOM

CENTRAL COMMUNICATION STATION

EXAM ROOM

STORAGE

CORRIDOR

AGV

EXAM / INFUSION ROOM PATIENT / FAMILY WAITING

EXAM ROOM

EXAM / EXAM / WORK INFUSION INFUSION AREA ROOM ROOM CORRIDOR

WC STORAGE

TOILET 13 STAFF WORK AREA

TOILET 18

PHARMACY ADVOCATES WORKSTATION

CORRIDOR

REGISTRATION OFFICE

MEN TOILET 16

STRETCHER REGISTRATION

CONSULT ROOM

NURSE STATION MAIN TECHNOLOGY ROOM

WOMEN TOILET 17

DRAW STATION

REGISTRAR ROOM

SHARED WORKSTATION

GUEST SERVICES SUPERVISOR'S OFFICE

VD CONFERENCE ROOM

DRAW EKG ROOMSTATION

FINANCIAL CO OFFICE

PGI TR

DRAW STATION

SHARED WORKSTATION CORRIDOR

TOILET 14

FINANCIAL SUPERVISOR'S OFFICE

OFFICE

DRAW STATION DRAW STATION

WAITING

CONSULT STORAGE ROOM

CORRIDOR

MEDICATION ROOM TOILET 20 PATIENT TOILET 20 LINEN ALCOVE PATIENT PATIENT TOILET 20 TOILET 20

EXAM / INFUSION ROOM

STAFF OFFICE TOILET 15

CONSULT EVS ROOM

CORRIDOR TOILET 14 TOILET 14

EXAM ROOM

CORRIDOR EQUIPMENT ALCOVE EXAM ROOM

NURSE EXAM / EXAM / STATION NOURISHMENT INFUSION INFUSION ROOM ROOM

TOILET 18

CORRIDOR CONSULT CONSULT ROOM ROOM

EXAM ROOM

CORRIDOR CONFERENCE ROOM

VOLUNTEER VOLUNTEER CONFERENCEDIRECTOR OFFICE STORAGE ROOM

CONSULT ROOM

EXAM ROOM

HEALTH RESOURCE LIBRARY

ES WAITING, PATIENT FAMILY

PGI

For Reference Only Not For Construction

VESTIBULE

Not to Scale

VESTIBULE

Key to Visual Communication Topics MV A LS B CW C

Visual Comm Sizes

Visual Comm Media Passive Long Life

Mission, Vision, Values

VD D

Volunteers Display

CD G

Campaign Display

WS J

Welcome Screens

ES M

Educational Stations

Logo Story

SD E

Survivorship Display

PW H

Partnerships Wall

CH K

Communication Hubs

RD N

Research Display Area

Passive Rotating

Communications Wall

DR F

Donor Recognition

ERI

Employee Recognition

VCL

Visitor Center

QSO

Quality and Safety

Digital Broadcast

Safety Station

PGI

Participation/Get Involved

Digital Interactive

TIER 2 — Original Art TIER 3 —Virtual , Digital, and Interactive Art TIER 4 — Editioned and Lower Cost Artwork W

Level 16

Level 8 (FNS/Administration)

Example Project | A summary CD of each coded message per floor, per topic, by mediaSD| OSU Medical SS Center ER CD WS RD PGI

PGI

OSUMC Enhanced Displays CW

Overview: Displays Per Level, Topic, and Media

Enhanced Displays Summarized by Distribution CD

PGI

ER WS

VD CWWS

SD PW

PGI

Tunnel Level

WS WS

WS WS ES

TBD

RD SS

PGI

ER ER

PGI

CD DR

PGI

PGI WS CW PGI PGI CW RD

SD18 Level

PGI

Level 17

SS WS

PGI

SD CW

CD CD

PGI

PGI WS PGI

WS RD

PGI

SD SD

ER CW

PGI

PGIRD RD

PGI

ER ER ER

PGI

SS ER CW

CDRD WS

PGI

RD SS

PGI

SD SD

CD PGI

SS ER

PGI

PGI SD

PGI SD SD

RDCW RD

SS ER CW

Total Count in Building To Date

RD PGI

WS RD

CW RD RD

ER CW

WS ER RD

Total Count in Building To Date — 97Size Count in Building To Date Passive Rotating

PGI

RD CW RD

Passive Rotating

— 97

Digital Interactive — 5

SS ER CW

Size Count in Building To Date

Passive Long Life — 21

Digital Broadcast — 76

Passive Long Life — 21

Level 15 SD

Level 19

SD SD Level 14

Level 13

Level 15 PGI

Level 11

Level 16

Level 12

Level 4

Level 19 Level 18

Level 13

Level 14

PGI

ER Level 2

PGI

SS CW MV

PGI ER

WS PGI Level 8 (FNS/Administration)

PGI

Level 12

PGI

Level 1

Ground Level

Level 17

Overview: Displays Per Level, Topic,Level and 11 Media

Digital Broadcast — 76 Digital Interactive — 5 All Media Total All Media Total

— 199

Lrg Displays 41

— 199

Lrg Displays 41 Med Displays 116

Med Displays 116 Sm Displays 42

Sm Displays 42

Example Project | Messaging summary by media and scale allowing for cost estimation | OSU Medical Center OSUMC Enhanced Displays Enhanced Displays Budgeted

Price Estimation Range Per Category

Price Estimation Sorted by Message and Media Category

Large Displays

Medium Displays

Small Displays

Total

Passive Long Life

$28K x 3 displays

Combined Passive Long Life

$84K

$12K x 4 displays

$48K

$6K x 14 displays

$84K

Combined Passive Rotating

Passive Rotating

$12K x 18 displays

$216K

$8K x 59 displays

$472K

$4K x 20 displays

$80K

Digital Broadcast

$50K x 18 displays

$768K

Combined Digital Broadcast

$900K

$25K x 50 displays

$1250K

$12K x 8 displays

$96K

Digital Interactive

$85K x 2 displays

$216K

$2246K

Combined Digital Interactive

$170K

$55K x 3 displays

$165K

$25K x 0 displays

$0K

Budget Premise Statement

Cost Containment Suggestions

Lessons Learned: Interview with Ohio Union Team

These estimates are for the fabricated displays installed with messages loaded but does not include the cost of creation of those messages.

Determine the budget number that is acceptable to OSUMC. Then reduce quality of products or reduce quantity of locations (or both) to align budget estimate with the desired spend.

• Dedicated internal team of three people, working three years (nine man-years total), on strategy design and content;

Divide the messages into phases of installation, keeping in mind that those requiring lighting would be best installed with build-out. Know that displays requiring data and power should at least provision those feeds to the site of displays during initial construction. The passive displays would be easier to install after occupancy than any electronic displays.

• Utilized existing OSU resources such as archivists and librarians for adjunct support;

Consolidate passive display messages onto screens and consolidate quantity of screens. Utilize screens currently specified for other uses to do double duty to display the messages intended by this master plan.

There is a visual conundrum in that the 11” x 17” pages of this package are displaying an area of a city block; please be advised there is a false density in that condensed presentation. The location dots that appear dense and overlapping at this scale would appear less so in the built out environment.

These estimates include the cost of monitors and speakers but do not include the cost of media creation displayed on those screens. All copywriting, art creation, photo selection, and illustration are outside the estimates shown. All OSUMC labor to participate in the realization of these displays is outside the estimates shown. There is no labor included for app development in anticipation of handheld message delivery. New data or electrical runs required by these locations are not included in the estimates. There is no AV control room included in these estimates (spatially or financially). New lighting requirements to illuminate these locations are not included in these estimates, nor were any structural enhancements.

Blend some of the fine art program with same screens that display messages (video art instead of oil painting; scanned watercolor instead of watercolor under glass). This is bold thinking, but may also be in advance of a commonplace future.

• Supplemented by external consultants;

• Still trying to debug AV.

Special Note on the Format of this Document

$335K

Grand Total $3,565,000

Example Project | Profile of each key message, itâ&#x20AC;&#x2122;s owners, readiness, longevity, media | OSU Medical Center Message Masterplan Worksheet

Message Survey for Message Proponents and Content Owners

What is Optimal Media for Message? (more than one media may apply)

Title (Plan Designation)

Survivorship Display

Passive Long Life

Passive Rotating

Color Coding:

Digital Broadcast

Color Coding:

Mobile Device

Digital Interactive

Color Coding:

Art Program

Color Coding:

Topic (Shorthand Summary)

We will need space to recognize survivorship and survivors and tell their stories â&#x20AC;&#x201D; could be one display, medium to large in size or a series of pieces that serve as art. If it is a display, it needs to be flexible to update.

Occurrence in Building Once

Current Estimates

Occasionally

Repeatedly

Content Creation: Indicate percentage of content that will be authored internally by OSUMC Check box if necessary in message

Copywriting 0%

10%

Scale of Message Where It Occurs 20%

30%

40%

50%

60%

70%

80%

90%

100%

XXL

Photography 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Funding Available Outside ProjectONE NO

Illustration, Charting, Graphing 0%

10%

30%

40%

50%

60%

70%

80%

90%

100%

20%

30%

40%

50%

60%

70%

80%

90%

100%

10%

Current Estimates

Highly Unlikely

Highly Likely

Identify Point of Contact for Message(s)

Video and Movies 0%

Corporate Communications and Development Office will contribute to content creation and upkeep Further Explanation

Will OSUMC Export This Message to Other Buildings

20%

Multimedia Data 0%

YES

20%

30%

40%

50%

60%

70%

80%

90%

100%

Name

Preferred Phone

Name

Preferred Phone

Refresh Rate Refresh Rate

Price Point Investment Price Point Investment

Weeks

Continuous

Strategic messagesAd and brand evidence each possessing diverse life expectancies rates Continuous and variable refresh Hoc Displays $ Weeks

terior terior

terior xterior

n-Site n-Site

Life Expectancy Life Expectancy

Ad Hoc Displays

A successful strategy will orchestrate a range of price points along and curation. Donor & Art Programs Creeping change Yearsside multi-faceted ownership Thickness of layer Thickness of layer corresponds The thickness of the corresponds to importance of layer corresponds to of toexperience importance the importance of the experience

experience:

Thickness of layer corresponds to importance of experience

Donor & Art Programs

Wayfinding Wayfinding Ad Hoc Displays Donor & Art Programs Amenities Amenities

Weeks Years

Wayfinding

Years

Competencies Amenities Competencies

Years

Competencies

Years

Branded Facility Branded Facility Interior

Life Expectancy

Branded Facility

Indefinitely

Refresh Rate

Occasional refresh Occasional refresh $

Curator / Owner

Policy Policed By

Creeping change Years Years

$$$ Occasional refresh Occasional refresh

Years Occasional refresh Years

Dynamic $$ Dynamic

Years YearsContinuous

Occasional refresh

Price Point Investment

Dynamic Fixed

Branded Campus

Branded Campus Branded Campus Parking IU Health Wayfinding Parking Parking IU Health Transit

On-Site

Off-Site

Indefinitely Years Years Years

Creeping Change

Indefinitely IndefinitelyFixed Years Years

$$$

IU Health Wayfinding Public Transit Wayfinding Indefinitely IU Health

Years Years

Municipal Wayfinding IU Health Transit IU Health Transit

Years Years

Indefinitely

$$$

Rooted

On-Site Arrival

Public Transit Public Transit

Indefinitely Indefinitely

Web Information Municipal Wayfinding Indefinitely Municipal Wayfinding

Dynamic Indefinitely Indefinitely

? ? ?

Rooted

$$ $$ $$ $$ $$ $$

$$$ $$$

? ? ? ? ?

Enter Facilities Enter Facilities

$$ Fixed Fixed

Fixed

? ?

Creeping Change Creeping Change $$

Fixed

Fixed Fixed

Indefinitely Indefinitely

Enter Facilities Exterior

$$$ $$$

Creeping change

Years

Fixed $ Fixed $ Fixed Fixed

? ? ?

Rooted Rooted $$ Rooted Rooted

$$$ $$$ $$ $$ $$ $$ $$ $$

? ? ? ? ? ?

$ $ ?

On-Site Arrival On-Site Arrival

$ $

Cur Cu

Media selection supports message transmission — successful transmission is key to communications success To succeed, messages will need to functionally across a mix of media formats while preserving content, navigation and style. Passive Static Passive

Static messsages Static messages ranging rangingfrom from toextra largelarge in scale. extrasmall small to in scale.

Passive Rotating Passive Rotating

Messages from postcard Messagesranging ranging from small

to large scale. large scale. small to billboard

Digital Dynamic Digital Dynamic

Medium extralarge large displays displays Large totoextra

withmulti-media multi-media and with information information high-traffic areas. in high-trafficin areas.

Digital Interactive Digital Interactive

Display ranges from ipad Displayscale scale ranges from

medium to large. small to wall size extra large

Mobile Device Mobile Device

Mobile devices using downloadable Mobile devices using

downloadable applications or applications or internet accessible internet mobile site.accessible mobile site.

REZ Supported by

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Friday, May 27, 2011

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dapibus mi eget magna tempus varius. Maecenas to at the dictum,

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dapibus mi eget magna tempus varius. Maecenas to at the dictum,

Insert Headline

dapibus mi eget magna tempus varius. Maecenas to at the dictum,

tellus eu lacinia and a commodo, mi elit tristique est, quis tristique

lorem odio nec massa.

The Future Is in Your Hands

Bike to Work Day! Friday, May 27, 2011 Donec facilisis est vel est gravida vel accumsan nibh dignis. Fusce dapibus mi eget magna tempus varius. Maecenas to at the dictum, tellus eu lacinia and a commodo, mi elit tristique est, quis tristique lorem odio nec massa.

Soon twitter-like feeds will accept some art

Soon twitter-like feeds will accept the initiative colors as a background. Or establish these communications today as a graphically rich email campaign

You subscribe to the topics you want fed to you

DOTTING THE CROSSING THE PARADIGM

JakeG LillyCo@allemployees Lorem ipsum dolor sit amet, consectetur adipiscing

MorganF @allemployees Lorem ipsum dolor sit amet, consectetur adipiscing

LillyCommunications @allemployees The voyage of discovery lies not in finding new landscapes, but in having new eyes.” –Marcel Proust 6 minutes ago

elit. Integer aliquam tristique felis ut .” –Author 1 minute ago

elit. Integer aliquam tristique felis ut .” –Author 5 minutes ago

LillyCo @allemployees Lorem ipsum CathyB dolor sit amet, consectetur adipiscing elit. Integer aliquam tristique felis ut .” –Author 30 minutes ago

SanketK @allemployees Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer aliquam tristique felis ut .” –Author 6 minutes ago

The Future Is in Your Hands

DOTTING THE CROSSING THE PARADIGM

SophiaQ @allemployees Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer aliquam tristique felis ut .” –Author 45 minute2 ago

LillyCommunications @allemployees One can never consent to creep when one feels an impulse to soar.” –Helen Keller 24 hours ago

DerekN @allemployees Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer aliquam tristique felis ut .” –Author 1 day ago

The Future Is in Your Hands

DOTTING THE CROSSING THE PARADIGM

FeibiC @allemployees Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer aliquam tristique felis ut .” –Author 40 minutes ago

AnhA @allemployees Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer aliquam tristique felis ut .” –Author 24 minutes ago

BenO @allemployees Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer aliquam tristique felis ut .” –Author 12 minutes ago

JosephT @allemployees Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer aliquam tristique felis ut .” –Author 2 days ago

The Future Is in Your Hands

Located in prominent locations in

Displays will utilize updatable suitable

Installation will include digital

Display will require hardware and

Messages may share contents with

building with significant amount of

for on-going campaigns or events with

hardware such as data feed

software integration along with touch

other broadcasting displays within for

traffic. Displays are fabricated using conventional materials.

limited life.

components, electrical connections, and audio components

screen technology or other interactive input devices.

a cohesive message strategy.

Example Project | Using pixels and bits to evidence on-brand messages and convey moving stories | Humana Strategy behind experiential screenplay: media content and media conveyance that align with enterprise capability for content curation.

Where do you stand?

Life

o you stand? everyone. stand? ofor you everyone. oforyou stand?

for everyone.

Line

Hello, I am YeelinI am N., 18 Hello,

Hello, I am Jose R., 22 Hello, I am

Hello, I am

Yeelin N., 18

Jose R., 22

Yeelin N., 18

Williams Family

Hello, I am EmilyI J., Hello, am28

Yeelin N., 18 Hello, We are the Williams Family Hello, We are the Williams Family Hello, We are the Williams Family

Hello, I am Yolanda Hello, I amS., 34

Emily J., 28

Hello, I am

Product Name A Yolanda S., 34

Emily J., 28

Product Name B

Name A

Product Name B

Jose R., 22 Hello, I am Mossin U., 49 Hello, I am Mossin U., 49 Hello, I am Mossin U., 49

Yolanda S., 34

Prasanta, 63

Hello, We I amare Dylan and Donna 59, 61 Yolanda S., 34 Hello, We are

Dylan and Donna 59, 61 Hello, We are Dylan and Donna 59, 61 Product Name D

Product Name E

Prasanta, 63 Product Name F

Prasanta, 63

Product Name E Product Name C Product Name E Product Name F

Product Name D

1 1 1

Product Name F

Product Name C

Product Name F

Product Name C Product Name C

Timeline with the plan participants Timeline with the plan positioned standing onparticipants top. Participants are positioned standing on top. Participants animatedwith and voices are synced to add are Timeline the plan participants animated and voices are synced to add are character to each personas. positioned standing on top. Participants characterand to each personas. animated voices are synced to add character to each personas.

Today, we’ll meet the Williams family!

“We are a family of five!” “We are family of five!” “We are are aaa family family of of five!” five!” “We

Plan Plan Plan

yments yments yments & discounts on Lasik & discounts on Lasik & discounts on Lasik

Daniel, 46

Life Long Well CA Being San Diego, Daniel, 46 Daniel, 46 Daniel, 46

Diana, 42 Diana, 42 Diana, 42

Lisa, 8 Lisa, 8 Lisa, 8

Ricky, 6 Ricky, 6 Ricky, 6

Diana, 42

Belinda, 2 Belinda, 2 Belinda, 2

Lisa, 8

Ricky, 6

Belinda, 2

2 2 2

Specific participants can be chosen for an Specific chosen for an in-depthparticipants overview ofcan thebe participant’s in-depth overview ofcan thebe participant’s background and product(s) usage. for an Specific participants chosen background and product(s) usage. in-depth overview of the participant’s background and product(s) usage.

Product Name D

Product Name C

Product Name D

Product Name D Product Name C Product Name C Product Name C

Assemble information you want the world to interact with and mate it with optimum imagery, art, pattern, color, and typography that reinforces both the strategy and the brand(s) involved. Specific participants can be chosen for an in-depth overview of the participant’s background and product(s) usage.

Assemble message masterplan that matches messages with optimum locations and logical media. Match screen real estate to priority of messages and rhythm of message refresh: broad visibility to intimate In-depth introduction of related plans and 3 products. Incorporate documentary style videos interactivity. clips for candidness to the viewing experience.

California

Product Name D

Timeline with thelikely plan participants Also factor time sacrifice by 1 positioned standing on top. Participants are animated and voices are synced to add audience the competition for character toand each personas. audience attention.

Vision Focus Plan * Annual exam with low copayments * Retail frame allowance * Low copayment for lenses & discounts on Lasik

Understand audiences, behaviors, spatial settings, overall situational landscape to activate the mindscape.

Hello, I am Prasanta, Hello, I am 63 Hello, I am

Product Name E

Product Name D Product Name B

Mossin U., 49 Hello, I am

Emily J., 28

Hello, I am

Product Name B

Hello, I am

Life Long Well Being Product Name D

t Name A

Dylan and Donna 59, 61

Hello, I am

Hello, I am Hello, I am

Jose R., 22

t Name A

tory Boarding

Hello, We are Hello, We are the

There’s a have a plan for everyone.

3 3 3

In-depth introduction of related plans and In-depth related plans andvideos products.introduction Incorporate of documentary style products. Incorporate documentary style clips for candidness toof the viewing experience. In-depth introduction related plans and videos clips forcan candidness todocumentary thetoviewing experience. Movies be re-looped opening clip for a products. Incorporate style videos Movies be re-looped opening clip for a different persona. clips for can candidness to theto viewing experience. different persona. Movies can be re-looped to opening clip for a different persona.

Movies can be re-looped to opening clip for a different persona.

Example Project | Illustrating messages and their media vehicles for pre-construction approval | Humana Visualization tools allow for exacting decisions about messages and media vehicles in the yet-to-be-built environment. Visualization provides the ability to completely review the design in three dimensions, test layouts and understand operational issues, as well as real-time animations and walkthroughs. Visualization provides the potential for faster project approvals, increased positive client interactions and higher client satisfaction saving valuable time and effort for all envolved.

Example Project | Mapping messages and motion across pixel and bit | Eli Lilly Fixed and fluid messages cohabitate and co-contribute to the storytelling abilities of an experience enhanced environment.

Example Project | Message management: creating visual content with innate audience connectivity | Eli Lilly Each enterprise operates in a ecosystem of audiences. This is an example of managing messages across diverse audiences. SOFT (HEARTED) STORIES SOFT (HEARTED) STORIES

SUPERSET

HARD (SCIENCE) STORIES HARD (SCIENCE) STORIES WIDTH of lines equal depth of connection (example showsequal today’s current reality) WIDTH of lines depth of connection

Hard Connection: Science of Hope Lilly Employee to Lilly Research

FAMILY OF MAN SUPERSET FAMILY OF MAN

Soft Connection: Family of Man Lilly Employee to Local Community

(example shows today’s current reality) COMMUNITY WE WORK IN COMMUNITY WE WORK IN

PATIENT JOURNEYS Pharmacological Ecosystems

PATIENT JOURNEYS PATIENT FAMILY PATIENT FAMILY

PATIENT PATIENT LLY EMPLOYEE OPTIMIZING SUSTAINING + RETIREE AS PATIENT PATIENT LLYPATIENT EMPLOYEE LIFE LIFE OPTIMIZING SUSTAINING + RETIREE AS LIFE LIFE PATIENT

PATIENT CAREGIVERS PATIENT CAREGIVERS

PHARMACY INDUSTRY PHARMACY INDUSTRY

PROVIDERS PROVIDERS

External Ecosystem External Ecosystem Internal Ecosystem

REGULATORS

PAYERS

REGULATORS

PAYERS

Internal Ecosystem LLY USA EMPLOYEE

LLY USA INDY

GLOBAL AFFILIATES

LLY USA INDY

GLOBAL AFFILIATES

LLY USA FIELD

LLY R+D | MFG | G+A LLY R+D | MFG | G+A

SCIENCE OF HOPE SUPERSET SCIENCE OF HOPE SUPERSET

External Ecosystem Pharmacological

Ecosystems Internal Ecosystem Pharmacological Ecosystems

External Ecosystem

Internal Ecosystem LLY USA EMPLOYEE

LLY USA INDY

LLY USA EMPLOYEE

LLY USA FIELD

COMMUNITY WE WORK IN

LLY USA EMPLOYEE

Example Project | Fine art programs are evolving to artful belief based exhibits displaying values | Eli Lilly A logical evolution for spatial environments where meaning and enriched experience are now desired, anticipated, expected.

Art Enhanced Environments | Thematic art programs supportive of brand personality | Kai Tak Paediatrics Mobiles overhead change content through various spaces but unify two buildings in a nature thematic. AMajor major art installation that flows through the facility and unifies the symbiotic experiences of Discovery and Recovery. A Art Installation that Unifies

The bridge that links the two towers expresses this metaphor as a string of birds at the ceiling starting as raw and simple at one end and becomes complex and highly finished at the other end. Similar treatments are differentiating for art atop the two roof gardens. Even the plaques that explain the art reflect this juxtaposition: hand written text on natural sign material vs. typeset text on machined sign material. Here also the artful patterns representing each tower (life + science) appear on those plaques. There is also room for accents tied to this theme (large abstracted beehive light adjacent / amidst the swarm of bees) and we have several of these accentual tie-in pieces. A unifying element for the various art is the consistent nature of installation detailing and the consistent approach to lighting.

Across both buildings, these are flocks and fleets and squadrons and swarms of thematic art installed overhead. Those ideas in the sketch (fleet of paper airplanes, school of fish, swarm of bees, flock of seagulls, sea of clouds, etc) would be expressed in Small, Medium, Large and Extra Large installations. XL is in the lobby of each building and one outdoor in the plaza garden. There is a Life Sciences theme that summarizes the overall facility but appoints life to East Tower and sciences to the West Tower. In the Life side of the facility (hospital), these are craft made from natural materials — raw and simplistic. In the Science side of the facility, these are machine-made from manufactured materials — highly finished and complex.

The flow of thematic art is from Discovery [Research Pavilion] to Recovery [Hospital Pavilion] Dichroic foil birds fly down atriums

Butterfly transition art

Insects with prismatic wings

Abstracted beehive light fixture

Seabird sculptures on ground and on pergola

Boat sculptures flow into cafeteria (with its own water thematic)

Folded paper airplanes (Kai Tak homage)

Colorful Kites

Flock of artful birds above atrium floor

HVAC makes art kinetic

Bird art sits (perches) at top of nature wall and ends flow

The flow of this theme is from Research (Discovery) into Hospital (Recovery)

Artful nest of foil birds starts flow

HVAC makes art kinetic

Each space offers bird or insect noise on the hour

Discovery ▲ Research Pavilion Art

Seabird sculptures under bridge and on ceiling of surgery gurney path at bridge levels

▲ Recovery

Hospital Pavilion Art

In this diagram and in the resultant display, each audience can ‘see’ themselves belonging to the MD Anderson community. Low profile light box. (see Light plane panels by Forms+Surfaces)

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3'-8 1/2”

NEWS MEDIA

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Printed ma pdatable fra mount

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3'-10”

9'-5"

HEALTHCARE MEDIA

Diagram informs Display

Printed magnetic graphic sheet with pdatable framing system. Individually mounted per column face.

▲ W AY S O F G I V I N G

Knowledge

GOVERNMENT AGENCIES

HEALTHCARE INSTITUTIONS

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PHILANTHROPIC ORGANZATIONS COMMERCIAL ENTERPRISES

VISITING HEALTHCARE

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Elevation 3b 1/4" = 1'-0"

Elevation 3a 1/4" = 1'-0" Printed magnetic graphic sheet with pdatable framing system. Individually mounted per column face. 3'-8 3/4”

VISITING DIGNITARIES

MDA RECRUITS PHILANTHROPISTS

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Our five brand elements

PATIENTS

PARTNERS

RETIREES

EDUCATORS

Used coherently and creatively, these five elements can help to define and distinguish the unique look and feel of our VOLUNTEERS MD Anderson brand. 3'-8 1/2”

PRACTITIONERS

3'-8 1/2”

Polo on th

From left, Mason Shane Rice celeb West Palm Beach valuable player. El than $356,000 for MD Anderson res

8'-5"

External Ecosystem The representation of who we are and Internal what we do should be consistent and Ecosystem PATIENT CAREGIVERS SURVIVORS compelling. Five foundational brand elements have been established to reinforce Low and reiterate that consistency profile light box. Printed magnetic graphic sheet with Light plane panels by pdatable framing system. Individually across a(seevariety of touch points. Forms+Surfaces) mounted per column face.

W AY S O F G I V I N G

Time

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Printed magnetic graphic sheet with pdatable framing system. Individually mounted per column face. 3c.2

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Fighting Cancer Every

W AY S O F G I V I N G

Time

Spirit Among Friends

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Elevation 3c 1/4" = 1'-0" 3'-8 1/2” 3'-10” 3'-8 1/2” 3'-10” Dimensions in drawing for reference only; fabricator to field verify all dimensions

Every year Texas 4000 competitively selects University of Te 18-month program designed to cultivate the next generation cancer. Texas 4000 empowers each student to raise $4,500, with their team and volunteer more than 50 hours in the com Messages of prevention and early detection are shared thro given by riders in many of the towns they ride through. They the opportunity to share life-saving information with commu Meaningf programs often begin powerful conversations and allow indi has affected their lives. Community members have the oppo dedication banner, which the riders will carry on their journe honor of that individual’s fight.

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Elevation 3d 1/4" = 1'-0"

Metal frame to finish and conceal exposed edges of magnetic graphic sheet

DONATION OF 9'-5"

tributory to ncer History®”

Example Project | Audiences made tangible so they can, in turn, be made visible | MD Anderson

RESEARCHERS

FUNDING

EMPLOYEES

W AY S O F G I V I N G

Knowledge

KNOWLEDGE

ADMINISTRATORS

Key Map W AY S O F G I V I N G

TIME

Knowledge

Bus Rounds Reveals Home Hospice Care Landscape Using a mini-bus, Eduardo Bruera, M.D. takes clinical staff to patients’ homes close-up look at the lives of MD Anderson patients away from the hospital. Over more than a decade, hundreds of health care professionals from the Greater Houston area and farther away have benefited. His goal is to help them learn to identify the complex medical, ethical, spiritual and psychosocial issues that patients face near the end of life. Then, through visits to patients in home health care, he models effective ways of communicating with patients and caregivers that will improve understanding of their situations and needs.

VOICE SPIRIT 3a.1

HEALTHCARE FOCUS

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Elevation 3a 1/4" = 1'-0"

BROADER Printed magnetic graphic sheet with pdatable framing system. Individually SOCIETY mounted per column face.

3'-8 3/4”

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Elevation 3b 1/4" = 1'-0" Printed magnetic graphic sheet with pdatable framing system. Individually mounted per column face. 3'-10 3/4”

3'-8 1/2”

FABRICATO

Shop Draw Material S 3” X 3“ P for finish a Layout Pa Copy Fabricatio Compl digital Partial Review Vendor to Prior to Prior to _________

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HOK VISCO

Example Project | Mockups of messages and media in the actual environment | MD Anderson Advancing the design of a story and expressing that setting as a walkable 3D experience: first virtually and then literally.

▲ Fullsize pinup of messages

▲ 3D visualization of the messages

▲ Stakeholder walkabout of the mockup

Example Project | Mapping messages and media across space and visualizing the settings | MD Anderson Weaving together the threads of a story and expressing that script as a 2D diagram and as a 3D environment. 7d

7a Watchable introductory summary statements; Wonderous video 7b Moon Shots. Bright backlighting aggressive embossing and color. Watchable introductory or summary statements 7c Role of Volunteers, Board of Visitors, Development Office, Global networks 7d Panel wrap around

Time Travel: Futures We Can Imagine

Today: projection of clock on floor with time’s immediacy

3d 3a,3b,3c, & 3d Ways of Giving (presented in big way); photographic portraits of faces

4 “Outcomes” wall this side allows “giving”, across the hall to be one continuous story wall.

2041 30’s

Time Line: History of Gifting

20’s 75 YRS

10’s

Timely Answers: Outcomes of Philanthropy

90’s

80’s 6b Decades parade with important sub topics. Celebratory content brought forward from past anniversaries. Historical build up over decades—eight filled panels (or 7.5) and two and half panels more to go to reach one hundred year mark. Last 2 1/2 decades “blank” with your opportunity to impact history

Exhibit Title 1a Vertical lightbox occupies one face of column 3a; entry facing

00’s 50 YRS

Map Podium 3D printed map of UTMDA campus

70’s 25 YRS 60’s

50’s

Timely Actions: Origins of Philanthropy

Time Capsule: Origins of MDA

Celebrate original big gift and subsequent big gifts up front

AV 5 Origins of Philanthropy with niches, embossings and artifact table; ways of giving

1941

6a Introduction to MD Anderson history and breakthrough display

Faux door. Finish to match displays

2a 2a Campus story and naming callouts 2b Anderson Assembly story 2c Humanistic list of great small gifts

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3D modeling of the experiential environment follows the previously approved 2D plan. ▲

100 YRS

Make History

8 Leave your mark and see all the ways to help make Cancer History. See youself in the “ecosystem” of giving with thank you end note. Turn away from your co-visitors’ sightlines to this one wall with potential for private moment to pledge or register to leave your thought or ask for more info.

1d 1c

1b MD Anderson portrait, signature, the man 1c MD Anderson’s character and motivation, then and today’s echo in giftings 1d State’s role in MDA founding 1e Original donation of Baker property 1f UT’s role in MDA founding

That plan was preceded by a scripted outline that resolved content and prioritized topics.

1”

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Thickness of graphic panels

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Thickness of graphic panels

Thickness of panels to increase toward the center (central compartment) and thinner toward the edges of frame. Note: the appearance of thickness may be implied by positioning of panels versus altering the material thickness Display area within the artifact table is approx. 238” x 26“ x 9” tapers down to 3”. Contruct table to support at least 400-500 lbs of weight.

Artifacts to be placed under glass case. Reduce open seams to reduce the collection of dust or foreign debris. Provide accessibility into artifact area.

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Design detail of station specific messaging

Design overview of all messaging stations

Example Project | Installed success resulting from a repeatable, systematic design process | MD Anderson Thoughtfully designed message environments build brand identity, communicate culture, invite connections and enhance experiences.

Designing on-brand health and wellness experiences

Advantage

As Healthcare becomes mixed use architecture... Our portfolio in healthcare allows us to design exemplary Healthcare Experiences. More importantly our experience in Hospitality, Fitness, Retail, Education facilities, will allow us to enrich the outcomes of the modern Healthcare Experience...and the Hospital Experience... and the Patient Experience.

Health and Wellness as an architectural ecosystem that overlaps with Pharma at one edge and Fitness on the other The richness of our experience in all these facets of facilities creates an HOK advantage and an IU Health opportunity. The transfer of knowledge between building types and audience types broadens our ability to design for these, now overlapping, experiences. Science + Technology Ecosystem Crossover of Experiences Between Tangential Markets

Health + Wellness Ecosystem

Biotechnology R+D Shared Facets of Experience

Pharmaceuticals R+D Shared Facets of Experience

Medical Equipment Development Shared Facets of Experience

Pharmaceutical Trials Shared Facets of Experience

Pharmacy | Benefits Management Shared Facets of Experience

Practitioners | Healthcare Providers Shared Facets of Experience

Payers | Insurers | Benefit Providers Health + Wellness Ecosystem Crossover of Experiences Between Tangential Markets

Sport + Recreation Ecosystem

Shared Facets of Experience

Prevention | Wellness Shared Facets of Experience

Fitness | Training Shared Facets of Experience

Sports | Athletics

Our knowledge in each of these facility types — in the design of each facility experience — affords HOK a unique view into the intangible drivers surrounding the users of those environments. Their values, beliefs, motivations, aspirations —which often overlap and rhyme, echo and mirror. This richness of our ecosystem experience can be made tangible utilizing the tools of message masterplanning, tourable footprints, and choreographed journeys. These are empathic messages that reinforce shared experience, align expectations, engage participation, reinforce beliefs. Our goal: creating communities of the like-minded, sharing a cultural DNA. Facilities designed to house belief systems as well as the believers in those systems. Those beliefs, those experiences, crossover between markets and are shared by building types and their occupant audiences.

Our appreciation for the opportunity to create with our clients...

Learned

Mutualism Our business is built on an appreciation for mutual success. Each clientâ&#x20AC;&#x2122;s project has provided us with the opportunity to express and expand our professional capabilities. Clients challenge us. They want us to meet their expectations for a given project. This is fundamental in business today. They also provide the circumstances that allow us to challenge ourselves. Our clients provide us with the opportunity to craft, create and discover, in prolific, inventive ways. This is an exception in business today. Each project educates us. And that education makes us more capable. This is essential in business today. We bring this level of appreciation to every client relationship.

Thank you for your interest in our work... All projects shown were executed by

H O K E X P E R I E N C E D ES I G N The Intersection of Story and Space

HOKâ&#x20AC;&#x2122;s Experience Design studio creates thoughtfully designed spaces that build brand identity, communicate messages, invite connections and enhance experiences. Services Include Experience Design Identity Planning Media Design Branded Environments Placemaking Strategies Wayfinding Systems

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