Modern Cave Painting by HOK Experience Design

modern cave painting amidst the pixilated campfires

modern cave painting | amidst the pixilated campfires TM

Notice of rights All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For information on permission for reprints and excerpts, contact hal.kantner@hok.com. Trademarks Throughout this book, trademarked names may appear. Rather than put a trademark symbol in every occurrence of a trademarked name, we state that we are using the names in an editorial fashion only and to the benefit of the trademark owner with no intention of infringement of the trademark. Service Marks Modern Cave Painting is a servicemark of the author.

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modern cave painting

amidst the pixilated campfires

The

Guide to Storytelling Environments

Footer Information If Needed | Page 3

acknowledgements Thank you’s would be in order to a lot of supportive names — but first off a bearhug to all the clients who have entrusted us with their environments. A similarly enthusiastic embrace for the great fabricators and specialty consultants, talented designers and terrific project managers, who made these projects happen. Clients are the patrons of our art and our art intends to illuminate their story. These projects begin with clients who appreciate the possibilities found in storytelling environments. There is a bit of pioneering in many of these projects, as we stretch convention and add value via unconventional ways of thinking. These projects ask for an additive effort layered atop already complex construction projects. Very often we engaged parts of the client enterprise that had hardly ever worked with one another: marketing with real estate, IT with archivist, brand management with facilities management. That stretch by each entity to collaborate in new ways should be applauded here. These teams were often joined by archivists and historians — and all those that volunteered time and tale to buttress organizational memory. Equally collaborative have been the storytellers themselves: designers, copywriters, narrators, artists. Each endeavored to craft and create the words and images, art and artifacts, symbols and spaces, that celebrate the patron’s story in the visually magnetic fashion catalogued herein.

Hal Kantner

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contents

preface and foreword

brief history of cave painting

and castle painting, and cathedral painting, and...

jumping on the brand wagon an accelerating evolution â&#x20AC;&#x201D; parallel to some revolutions

visualizing enterprise culture

cultural wayfinding and tribal placemaking

modern cave painting

130

amidst the pixilated campfires

construction vs. invention

238

the unique teaming involved in delivering storyscapes

lessons learned

264

pioneering spirit required

further information

270

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This book is about environments and the stories they tell us â&#x20AC;&#x201D; either directly or implicitly...

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preface Original multi-media: colored berries and bat dung

Storytelling Environments

Modern Cave Painting is a compendium of our work, undertaken for a wide spectrum of clients, asking for storytelling environments. These clients are historically corporate entities, but more recently we have also seen a mix of projects for military, educational, and governmental audiences. This book profiles work that is primarily graphic displays and visual messaging in relation to built environment projects. The thrust of our work has been the application of evolving new media technologies paired with newly convergent approaches to design — graphic design meets interior design meets brand strategy meets change management — to create experience enhanced, storytelling environments. Our focus is specific to spatial experiences — as this is what we are most familiar with — and best prepared to present. Philosophic approach, project tools and example outcomes can all be found in this book, with a wholistic review of the repeatable processes and reoccurring concepts. The goal is create an educational publication related to ‘authoring culture in organizations’ – and the reinforcing role visual communications can play inside the facilities that house any organization. The educational aspect of the book includes its literal use in business education, joining the ‘how-to’ instruction and insight categories of design. We intend to introduce the facilities buying, facilities owning, facilities occupying audiences in this marketspace to this under utilized advantage: to use facilities as a media vehicle for on-brand, on-mission, of-culture messages. One additional benefit would be to broaden the perspective of business leaders to include visually rich facilities as the newest extension to their change management toolkit. Footer Information If Needed Preface | Page 7

preface The buying channels for these projects: The buying profile includes the CXO suite, presidents, generals, deans: each wanting a new edge in advancing organizational culture, evidencing desired change, communicating enterprise vision. Our intent is to introduce them to a new competitive advantage: facilities as an under-utilized media vehicle for .mil, .edu, .gov, .com enterprises. There are other more diverse facets to the buying audience: Marketing leaders positioning product and using the facility as one big tradeshow; HR leaders using the workscape as a channel in cultural change initiatives; IT leaders using workplace as a campaign venue to adopt new technologies or make right angle turns in established technologies. Repeatedly, the overarching driver of these projects is leadership desiring to overcome the disconnect between “who the broadcast commercial (ad campaign, product packaging, etc...) says we are and who we more apparently seem to be when one walks into our facilities.” That disconnect is brand distortion. Despite all the discussions about ‘brand’ being published today, these projects seem to bridge an overlooked gap on the brand strategy continuum. The premise in our approach: The focus of our efforts is understanding the convergence of (a) facilities strategy and (b) visual technology and (c) enterprise communication strategy and (d) entertainment culture. The emerged opportunity: Your “spaces” deliver messages — whether they are visible or intangible, ad hoc or strategized — we have all learned to read ‘environment’. Our premise: this is a logical evolutionary step for architecture, and we are showing what’s possible with a three dimensional canvas, offering both tools and process to achieve these spaces. A competitive offering that differentiates: Many discussions on the subject of brand focus on logomark and the associated identity programs; others focus on product packaging with increasing depth regarding the design of the services and products offered by the brand. There also is a great deal of success regarding brand specific to retail environments. Our sense however is that brand experience, as it relates to internal facilities, has seen a more limited strategic deployment — even though it is a logical evolution for brand. This guide illustrates our experience via examples pursued in ‘this’ way, and has ‘these’ example manifestations. We go beyond the words ‘corporate’ and ‘brand’ (though these are a facet of our work) and touch on words like ‘mission’ and ‘culture’ for enterprises that are non-profits, governmental, academic, and military. We focus on environments as the medium for each message masterplan and place an umbrella process overtop the execution. It is a competitive offering that differentiates. Page 8 | Modern Cave Painting

Layered messages offer overlapping wall paintings Footer Information If Needed Preface | Page 9

Tribal lore writ large and catagorized Page 10 | Modern Cave Painting

foreword by Hal Kantner

A mix of literal and lyrical messages

An enterprise vision made tangible, communicated well, made actionable, that others not only buy-into but can “believe-into”. Enterprise belief systems have reached the tipping point where they now outweigh historical accomplishment and longevity of enterprise. Shared beliefs allows one to feel communal, familial, collegial — among tribe — filling gaps in the 21st century version of community. Today we are transforming beliefs into words, or images, or symbols, so the values radar of your fellow humans can pick up the blips they are wanting to (waiting to) hear. Remotely, this is done experientially with two dimensional media and three-dimensional products or artifacts. In person this will be accomplished through the physical experience of three-dimensional space and require an extension of architecture into storytelling and experience design where the graphical user interface becomes the facility. Finding a community of like-minded — like ‘believed’ — humans to join (and team) with, to build a community (or enterprise) with, and to develop tools (and inventions) with, was in more primitive times, a survival technique. In some ways finding people who believe what-we-believe is built into our survival DNA. Beliefs should be clearly, consistently, continually, positioned and published so the connection between the human (emotional) collective and the inanimate incorporation (enterprise) can take place. This Emotion-to-Enterprise connection now requires a strategy. Our assistance is this: Placemaking. We continue the publishing and promotion of belief systems into three dimensions, adapting facilities to act as a media vehicle. This is our offering: 3-D scripting of story telling environments, with a feng shui for information, paired with a visual haiku of imagery. Footer Information If Foreword Needed | Page 11

foreword

Our assistance is this: an enterprise vision made tangible, communicated well, made actionable, that others not only buy-into but can “believe-into”. The evolution of workplace continues and is approaching the equivalent of branded stage sets designed for the theatre of commerce. Now playing: media rich displays of managed media content pumped over private networks and distributed as part of a strategy tied to just-in-time communications regarding metrics, milestones and markets. And now playing-back: comments and ratings, edits and editorials, rants and dislikes...everyone can connect-in and leave their thumbprint on each and every message. This electronic ecosystem allows anyone (everyone) to be reporter, monitor, critic, pundit, publisher, content creator, content augmentor. Messaging masterplans will strive to counter media overload, information anxiety, and attention deficit. Currency, relevancy and authenticity will become the magnetism, the pull within your messages. But this evolution applies not only to messages, these attributes will be required of environments. Placemaking will include spaces designed for commenting, posting, liking, sharing, forwarding. And the dimensional space must join in the dialogue — it will need to interact, react, tally and exchange with those experiencing the architecture. In some instances environments may morph to a more optimal storyline, based on collected social commentary. The overarching goal for place will be a timely relevance. Successful enterprise design will create environments that provide users and occupants the support they need to be the people and teams their organizational culture has advocated and collectively taught them to respect and emulate. Architecture activated by — reflective of — belief systems.

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A convergence of cave painting and tribal artifact Footer Information If Foreword Needed | Page 13

chapter

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brief history of cave painting and castle painting, and cathedral painting, and...

the long historical evolution in spatially-based storytelling now intersects with todayâ&#x20AC;&#x2122;s expectation for media rich everythings â&#x20AC;&#x201D; including everyday environments

Brief History Of Cave Painting | Page 15

Visualizing Culture S P A C E R E F L E C T I N G S P I R I T: A S T O R Y T E L L I N G E X P E R I E N C E ™ G U I D E

Skylines interpreted

Philosophically, we are talking about modern cave painting... Messages ‘painted’ inside the enterprise cave that record origins of the tribe and epic events in tribal history. It also affords the ability to evidence tribal belief systems. These cave paintings serve to educate the young, and the new, more recent arrivals. These messages may also persuade visitors to join the tribe... or perhaps lets other tribes see your strengths... and convince them to ally with you... It offers up corporate lore and evolves into the corporate myth that ties the enterprise together as a community. Modern Cave Painting TM is a useful metaphor for thinking about one’s own cave and what cultural storytelling is passively recorded on the walls; what corporate lore is relayed interactively around pixilated campfire settings; and which treasured artifacts are displayed as evidence of tribal success. We explore the cave painting analogy and review a dozen techniques used to storytell inside today’s corporate cave.

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This Chicago skyline montage was created for an HOK client. Like all of the project images found in these pages, it is the creation of our design team, working together with terrific clients and partners.

An expectation for visually rich, experiential environments: The workscape is the next experience economy venue. The culturally optimized 21st century workplace will foster the creativity of knowledge workers, aid in the recruitment from today’s sellers market of creative thinkers, and enhance the retainment of invested knowledge and intellectual capital by impacting employee satisfaction. We have come to realize that the workplace is now a sales tool. But not just the ‘customer presentation center’ and ‘executive briefing center’. The entire facility will now be a strategized and scripted experience used to position positive messages in the minds of employees, customers, partners and community. The type of unique and exceptional messages that will differentiate your enterprise from your competitors. Facilities as a media vehicle for visual imagery and artful messaging: The environment can cause the facility visitor and workscape users to download a style and feel about an organization. The reverse effect is also true: facilities can also disconnect from enterprise promoted brand (or corporate culture). Efforts by an organization outside of corporate real estate (such as marketing, branding, advertising, public relations, product design) can create expectations for facility attributes. As important: facility attributes can also create expectations that the rest of corporate culture must live up to. The new work environment can use a mix of corporate values, naming wordplay and retail-like, trade show agile, entertainment-quality, displays to cause employees and visitors alike to download a sense of creativity and innovation. The new workscape also plays a part in recruitment and retention of next gen employees and partners. These concepts can be used by the 21st century enterprise to communicate ongoing internal evolution... and materialize a desired cultural endstate that reflects new models for communication, collaboration, and creativity. These are the pride-of-place Financial metaphors

concepts that migrate to the future. Brief History Of Cave Painting | Page 17

Brand Informed Placemaking and Messaging D R I V E R S F O R V I S U A L LY R I C H E N V I R O N M E N T S

In this document we have evidenced our knowledge and expertise in placemaking and storyscapes, using facilities as the media vehicle. The illustration below is our visual executive summary. We believe we

Modern Cave Painting:

can help you arrive at engaging, dynamic environments: space reflecting spirit. 3-dimensional storytelling

is a useful metaphor for thinking about one’s own briefing

that inspires audiences about those messages you care about. Upon completion, your brand will be enhanced

cave and what cultural storytelling is passively recorded on

by your facilities. Click-through, read-through, walk-through: the enterprise brand aligned. And all the media will be documented in such a way as to be exportable to other sites beyond the specific project.

the walls; what corporate lore is relayed interactively around pixilated campfire settings; and which treasured artifacts are displayed as evidence of tribal success. We explore the cave painting analogy and review a dozen techniques used to

Aligning pixel and print with place

storytell inside today’s corporate cave.

Engaging, dynamic environments: space reflecting spirit

Pixilated Campfires: Our workscapes are increasingly composed of media. Small screens reserve rooms, control lighting, lower shades, operate meeting tools. Large screens present data, display video, augment reality, become art. The broadcast of

Click-through, read-through, walk-through: brand aligned.

3D storytelling that inspires audiences about those messages you care about.

Interior message master planning.

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content is increasingly being eclipsed by the expectation for interaction with — and co-creation of — on-screen content. The balanced environment will embrace media immersion yet avoid overload.

Brand informed placemaking and messaging.

Tribal Artifacts: Product, prototypes, models, memorabilia: these are often the three dimensional evidence of success, culture and team accomplishment. Those successes can represent

Exterior message master planning.

incremental progress or monumental breakthrough – and the attendant stage for exhibiting these artifacts will likely reflect that standing. Dimensional objects can serve as either star or supporting prop in the choreographed experience.

caption

Brief History Of Cave Painting | Page 19

Brief History of Storytelling Environments S PAC E S R E F L EC T I N G S P I R I T

Stories etched in stone were best used for recording an agreed upon narrative â&#x20AC;&#x201D; like history

Linear storytelling above the architectural lintel creates a literal story line

An app familiarity to these iconographic symbols in what surely is an early graphical user interface

Some of the most colorful interpretations may have been enabled by available berry colors

Stories woven as tapestries may have been the origin for weaving together narrative threads

Illuminating stories â&#x20AC;&#x201D; both the significance of their content and their backlit window glass media

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Painting the story atop the cave — such that the viewing angle reinforces the station of the tribe

The cave becomes the story when it plays the role of both articulated stage and monumental prop

Painting the cave with pixels — an ever changing story requires many canvases and fluid paintings

Painting the urban cave with diodes — competing paintings still evidence overall tribal lore

The painted cityscape now allows for urban legends writ large — storyline as skyline

Virtual wall painting — ‘individual’ caves painted with co-authored content by friend-ly tribe members

Brief History Of Cave Painting | Page 21

Brief History of the Communal Campfire L I G H T T H AT AT T R A C T S A N D I L L U M I N AT E S

Communal campfires settings can dramatically illuminate and unify the storyteller and audience

Monumental format settings provided orchestrated campfire circuses for gatherings of tribal citizens

Dramatic campfire setting used scripts, sets, props, and costuming to reveal stories of tribal good and ill

Talking campfires â&#x20AC;&#x201D; tiny shamans speak to us from inside the illuminated campfire in a box

This presidential campfire very likely required a microphone in the fireplace for us to hear the crackle

Our electronic campfires are used to watch wise tribal elder chat fireside from the Whitecave

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Regularly staged campfires — recorded for replay — with stories sorted by shaman and topic

Communal campfire with symbolic shaman orchestrated for a temporal celebration of tribe

And here we are at the networked campfires — gathered to point with power at tribe’s beliefs

The largest campfires now hang centered high atop the largest caves for all the tribe to see

Global campfire — time sensitive with significant cross-tribal meaning attributed to the moment

The mobile campfire you carry in your pocket — your tribe gathers virtually for tribal storytelling

Brief History Of Cave Painting | Page 23

Brief History of the Exhibited Artifact E V I D E N C E O F A C C O M P L I S H M E N T S VA L U E D A N D O B J E C T I V E S C O N Q U E R E D

You can take it with you — across cultures, sacred and pedestrian artifacts populate graves and tombs

Are these hunting lodge artifacts echoing the evidence of the successful cave dweller’s feast?

Artifact filled curio cabinets became a symbol of social rank — reflecting a traveled and worldly life

Artifacts collected and catalogued for display within an art adorned scupltural setting

The visual evidence of member tribes are hung as artifacts — adding to the storytelling backlit walls

Assembled collections of curiosities became societal destinations of a catalogued and interpreted world

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Artifacts as a representation of the human spirit — not far afield from spirits sensed in cave drawings

The family backstory, with signals marking status and standing, took cues from artifacts in residence

Artifacts collected in an artifice become abstract art — we attribute individual meaning to the enigma

These artifacts represent triumph over other tribes — the collective display evokes the tribal pedigree

Actual story or artificial advertisement — artifacts used to visually communicate attributes of culture

The personal cave painted with three dimensional artifacts — each item a memory laden reference

Brief History Of Cave Painting | Page 25

While most of this book is concerned with ‘How-To’, each of the five descriptive pages that follow summarizes the ‘Care-Why’ behind branded environments and storytelling spaces. These were the early narratives that proceeded ‘Modern Cave Painting’ and served as the encapsulated summary of our evolution toward visually activated, message rich environments. Some literal and others lyrical, each paragraph states a case for a messaging and media strategy for the workscape. These projects are the 3D manifestation of all the brand promises made to the world onscreen, in-print, and on-air. Your public relations, product packaging, philanthropic commitments, community liaisons all contribute to your brand’s position in the minds of your audiences. It is this very large critical mass of presence called workplace that can compliment (or complete) that story, fulfill that promise, manifest behavior, magnetically attract. Page 26 | Modern Cave Painting

Beaming down from the starship into the midst of your enterprise... If one were to beam down into your workplace in the middle of the night, would we know where we were? Would it be evident what competencies are employed here? What the driving mission is? What markets were involved? Who the clients and customers are? Or would the enterprising crew need to walk out to reception to see whose logo hung behind the desk? Would we have to read from papers on your desks to discern what the focus of activities were and who

When I beam down, can I grok where I stand if there is no one present to inform me?

were the beneficiaries of those actions? If papers are filed and screens are turned off, would we be stumped as to the mission of this workscapeâ&#x20AC;&#x2122;s inhabitants? The workscape is the underutilized media vehicle to express your storylines. Storylines that position culture, promote competencies, value behaviors, depict direction. Beyond brand identity, the physical space can communicate who you are without you being there to have the conversation. Brief History Of Cave Painting | Page 27

The Opportunity for Storytelling Spaces E N V I R O N M E N T S T H A T C O M M U N I C A T E : C L I C K-T H R O U G H , R E A D -T H R O U G H , A N D W A L K-T H R O U G H â&#x20AC;&#x201D; A L I G N E D

Retailing concepts migrating to knowledge work... In the new visual workscape, the facility is the underutilized media vehicle you own. These exhibits and displays pursue the retailing of behavioral patterns in networked societies. The messaging masterplan merchandizes your differentiating intellectual property. It is part behind-the-curtain display, part shop front for connectivity as a product, part visit-the-future exhibit. Part art gallery, part field trip, part hospitality hour. These efforts are external marketing opportunities. There is also the opportunity in these messages to reinforce a desired internal corporate culture. Merchandising a work lifestyle culture employing well honed practices that attract and compel Page 28 | Modern Cave Painting

It’s like storytelling in the world’s fair pavilion... Product exhibits will help to illustrate the technological and capitalistic contract. Social and emotional brand perceptions will be fulfilled by the experience of the space and the hospitality of the visit. The desired perceptions about the enterprise can be positioned in the visit path and embedded in the environment — like stage sets with marks and cue cards and props for the daily performance of “work-lifestyle.” Use visual displays to reinforce the global arena in which the enterprise desires to conduct business. Use strategically placed messaging to reinforce the differentiating dimensions of a multi-cultural and multi-generational product offering. Provide a bigger picture for employees beyond their home base; Connect the multi-locational employee base to the multi-dimensional client markets.

If you don’t visually edu-tain me, I will look at my phone... Brief History Of Cave Painting | Page 29

Scripting a consistent organizational personality in three dimensions... We can employ a thematic story that verbally and visually ties up diverse human activities into a sense of place. We also want multi-site clients to experience a consistent organizational personality in their environments. What we are offering is environment design that supports any number of scripted and strategized experiences that result in visitors downloading specific and overall on-brand knowledge about a commercial culture. The take-away message Enterprise personality that is ornamented with visual entertainment

of your facilities can now be dimensionally

scripted to support the marketing, sales, recruitment, retainment, and partnering related endstates desired by the enterprise.

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Transforming architecture into an integrated communication art-form... The focus of our efforts will be understanding the convergence of facilities strategy, visual technology, enterprise communications and desired culture. The emerged opportunity: your “spaces” deliver messages — whether they are visible or intangible, adhoc or strategized — we have all learned to read ‘environment’. Our premise: this is a logical, evolutionary step for architecture, showing what’s possible with a three dimensional canvas. We offer the tools and process

Workscape as a very large, interactive Joseph Cornell assemblage

used to achieve these goals. Our desired outcome is to open minds to new ways of thinking: space as a message — facilities as a media vehicle. We go beyond the words ‘identity’ and ‘brand’ (though these are a polished facet of our work) and touch on words like ‘mission’ and ‘worklife’ for all types of enterprises. We focus on environments as the message medium, offering a visualization of desired culture and enterprise personality. Brief History Of Cave Painting | Page 31

Aligning with the Evolution of Message Laden Environments A N A C C E P T A N C E – N O W A N E X P E C T A T I O N – F O R V I S U A L LY R I C H , E X P E R I E N C E E N H A N C E D E N V I R O N M E N T S

message l aden environments

evolving messaging technology

Outdoor

Indoor

Virtual

Theme park

Factory tours

Olympic venues

Company stores

Goggle and game environments

Urban festival events

Trading floors

Sport stadia

Trade shows

Entertainment districts

Educational museums

Theatre districts

Arena events

World’s fairs

Enterprise museums

On-location film sets

Briefing centers

Adapting facilities to act as the vehicles for media

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Multiplex cinemas Product showrooms Visitors centers Gaming casinos

Green screen newsrooms VRML datasets

Affordable economy and increasing scale of display screen technology Advancements in data projection Media mix and scalability of digitally printed output

Cinematic special effects

Bandwidth available to store and serve digital media assets

Graphically overlaid sports broadcasts

Volume and variety of digital media assets available in enterprise archives

Marketing of unbuilt real estate developments

Volume and variety of digital media assets available in stock libraries

Space as a message — architecture designed to communicate

Sitecasting, placemaking, mindscape, and other new vocabulary words

todayâ&#x20AC;&#x2122;s opportunities

Our assistance in this is placemaking.

Equipment investments made visible Workplace protocols and procedures made visible Desired cultural attributes depicted Desired sense of community depicted Service offerings made tangible and understandable Productivity metrics made visibly tangible Facilities as multimedia vehicle On-brand attributes extended to facilities Marketing of desired workstyle

Adopting, adapting experience economy thinking to design of place

Personality of place fosters a new design driver: Culture Mirrors Experience

We continue the publishing and promotion of belief systems into three dimensions â&#x20AC;&#x201D; adapting facilities to act as a media vehicle. This is our market offering: scripting of 3-D story telling environments, with a feng shui flow of information paired with visual haiku. Brief History Of Cave Painting | Page 33

The Modern Era of Experience Enhanced Environments CHANGING MODELS OF WORK AND THE EVOLUTION OF WORKLIFEST YLE

A recent history of workscape design The evolution and expansion of what makes up enterprise goals has evolved the definition of what makes up work, and continually expands the attributes required of workplace.

Industrial Economy

Service Economy

Information Economy

Experience Economy

Designing for Workplace

Designing for Work Process

Designing for Work Culture

Designing for Work Lifestyle

Drivers for Personality of Place

Design Drivers

9-5 Long term employment

Flextime

24x7

24x7x360Â°

Design for headcount

Workflow ergonomics

e-enabled

Free agent workforce

Functional space planning

Situational space planning

Brand atmosphere

Industry context

Cultural DNA

Lifestyle supportive

Supporting of interaction

Workscape as e-sat tool

Amenity rich

Workscape as recruitment tool

Community context

Global context

Functional relationships

Workstyle supportive

Workscape as retention tool

Continual training

Strategized collaboration

Workscape as sales tool

Reconfigurable furniture

Remote access

Workscape as public relations tool

Continual reinvention

Virtual office

Home office telecommuting

Furniture on wheels

Leaders/Owners

Entitlement space standards Command hierarchy Functional transactions Location context Fixed walls and physical space

Corporate Competency

Vision and Values

Self-adjustable furnishings Page 34 | Modern Cave Painting

Brand Attributes

Fluid vs. Fixed Vehicles for Brand BR AND AS IT EX TENDS TO WORKPL ACE AND WORKLIFEST YLE

The longevity of architecture as a brand vehicle Any environment we build for ourselves, while the most impactful on how we act as a brand, is also the most fixed, least fluid, of the drivers of our brand world.

Mercurial

Customizable

Invested

Anchored

Very Fluid

Fluid

Fixed

Very Fixed

Advertising Social Media Public Relations

On-Screen Presentations Web Experience Call Centre Experience

Brandmark Corporate Identity Fleet Graphics

Retail Environments Workplace Environments Manufacturing Environments

There is a lifecycle to buildings, a lifecycle to the interior fit-out, and a lifecycle to the brand. All need to dance well together. Very fluid elements of the brand should not be married to permanent elements of the architecture. Nor should transitory fixtures in the interiors be tasked with carrying cornerstones of the brand. The vehicles we use in the project to express the brand need to be agile enough to reflect inevitable evolutions, extensions and modifications to the brand into the future. Just as brand elements logically fall at different points on a fixed/fluid spectrum, any use of architecture and workplace as a brand element should deploy similar logic. We ask what “blank canvas” vehicles might the members of your culture embrace and utilize. We also solicit the display protocols that their colleagues might abide by and how those protocols should be worded, stated, posted, published and revisited. We ask how display protocols should be policed, who should do it and what a penalty looks like — if one exists at all. We also desire to learn what not to pursue, what’s politically do-able and where to align and manage expectation. There are vehicles for embedding messages within an environment. There are vehicles for linking diverse environments within the same building into a collective experience that is perceived, felt, and downloaded by visitor and employee alike. There are exhibit and display vehicles in which line of business “tenants” can express their thoughts, achievements, ponderings, and breakthroughs for the rest of their community members to see, interact with, react to and synergize with. Patronage, authorship, and ownership all play a role in creating message content. Brief History Of Cave Painting | Page 35

Logical Evolution of Brand Thought NE X T NEW: HOW WE WIL L INTR A-ACT WITH BR A ND INSIDE EN VIRONMENTS

TIME

Brand Historically

Brand Recently

Brand Currently

Brand Evolution

Brand Destination

Desired Outcome

Enterprise Goal

Brand Recognition

Brand Loyalty

Enterprise Goal

How the Brand

What the Brand

Corporate Identity

Retail Experience

Web Experience

Corporate Personality

Corporate Philanthropy

Signage Standards

Advertising Style

Call Center Experience

Workplace Lifestyle

Community Contribution

In-Print On-Screen + On Site

Environment as a vehicle for brand immersion:

= In-Mind

work environment. Design can be used to attach attributes to an environment such that you are lead to upload a feel and style

Identify Brand

Looks

Differentiate Brand

Feels

Interact with Brand Experience the Brand

Reacts

Intra-Act with Brand Living the Brand

Acts

Share Brand Beliefs Evidence Beliefs

Believes

Extending brand attributes to 3D environments: Strategies that use environment design to trigger behaviors and reinforce desired activities from those experiencing the environment. It is now timely and opportune to extend brand attributes to the when you associate with that environment. Successfully enacted brands drive how an enterprise looks, how it feels, how it reacts, and how it acts. This approach has the ability to focus on perhaps the least yet developed, but potentially most fruitful aspect of brand personality — how we act internally — how we might live the brand in the daily execution of commerce. This diagram illustrates an evolution for brand thought over time and highlights where this project’s opportunity lies.

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Newer ROI: Return on Intangibles Y O U A N D Y O U R A U D I E N C E : A N E M O T I O N A L LY I N V E S T E D C O N N E C T I O N V I A A W H O L I S T I C S T R A T E G Y

ROI can also be an abbreviation for Return On Ideas, Return On Intellect, Return On Involvement. Beyond the commercial and financial, there is now an acceptance of, perhaps even an expectation for, social and emotional components to contracting built environment projects. Habitually successful commercial contracting has allowed us to now extend the social contract (good product that does good) as part of the built environment experience. The tipping point is now the evolving inclusion of an emotional contract (good product that does good in a process that feels good). TA N G I B L E

I N TA N G I B L E

Equity Contract

Commercial Contract

Social Contract

Envision + Invent + Potential

NEWER

Exchange + Empathy + Effect

NEWEST

▲

NEW

Emotional Contract

Endow + Provision + Enable

▲

Execute + Excel + Profit

Fiscal Agreement Made with Project Owner

Finite Agreement Made with the Service Buyer

Infinite Agreement Made with the Future

Intimate Agreement Made with Each Individual

Stakeholders Owners and Partners

Stakeholders Patrons and Providers

Stakeholders Society, Planet

Stakeholders Community, Individual

Synopsis • Hybrid contract • Exception to market • Filters competitors

Synopsis • Traditional contract • Expectation of market • Historical to competitors

Synopsis • Evolving contract • Accepted market • Contemporary to competitors

Synopsis • Differentiating contract • Anticipatory of market • Exception to competitors

Outcomes Good environment facilitates financial profit

Outcomes Good environment facilitates commercial function

Outcomes Social good facilitated by the built environment

Outcomes Emotional wins facilitated by interaction with the process and the environment

With this new ROI, one might anticipate the environment magnetically attracting the kind of outcomes most desired (and the kind of people most desired to work for and work with). Today clients have the opportunity to position (choreograph, script, package) themselves as the holistic enterprise offering holistic environments: a humanistic view one becomes known for. Brief History Of Cave Painting | Page 37

Workscape as Stage Set S C R I P T E D E X P E R I E N C E S S U P P O R T E D B Y S TA G E S ETS, CUES, PROPS, AND CHOREOGR APHY

The workscape becomes a stage set for commerce and is repurposed as backdrop for promotional publishing and multimedia. The investments made in the artwork associated with this project added value cue cards

same stage set appears on-screen

exploration and discover y props illustrative set design

beyond the exhibits and displays. Once installed, this environment became the backdrop for executive video messages: key locations provided “through the lens” vistas that included multiple exhibits. The effect presented a “living the work” download that reinforced the brand. Still photography of the installed exhibits was used in print and on the web to promote the center as an enterprise asset. The print publication welcoming visitors repurposed the lyrical art and layouts of the displays. Popular mementos were the writing pencils printed with the same core drilling art used on the two story structural columns. The ultimate return on this project’s imagery investment is the ability to repurpose any and all of the art files in future learning locations.

geologic themed scenic constructs

The New ROI: Return on Imagery, Innovation, Inclusion: Product exhibits will help to fulfill the technological and capitalistic contract. The social and emotional perceptions will be fulfilled by the experience of the

Stage set on-site

space and the hospitality of the visit. The desired perceptions can be positioned in the visit path and embedded in the environment — like stage sets with marks and cue cards and props. We can use visual displays to reinforce the global arena in which BP desires to conduct business. We can use strategically placed messaging to reinforce the differentiating dimensions of a multi-cultural and multi-domestic enterprise. We can provide a bigger picture of BP employees beyond Houston: Connecting the multi-cultural employee base to the multicultural client markets. Installed success creates visual content (and corporate lore) for inclusion in the next annual report, ad campaign, webcast, or home Becomes stage set on-screen

Page 38 | Modern Cave Painting

Becomes stage set in-print

page. This is a visibly tangible Return On Investment.

theatrical lighting

global backdrop

cue cards

stage marks

story props stage entrance

teleprompters

geologic scenery

Overall stage set for the play about production Brief Brief History History Of Of Cave Cave Painting Painting || Page Page 39 39

Inclusive Workscape M E S S A G E S T H AT R E I N F O R C E M E M B E R S H I P I N T H E T R I B E

Successful enterprise design will create environments that provide users and occupants the support they need to be the people and teams their organizational culture has advocated and collectively taught them to respect and emulate. Architecture activated by — reflective of — communal belief systems. Shared beliefs allows one to feel communal, familial, collegial — among tribe — filling gaps in the 21st century version of community. Today we are transforming shared commonality into words, or images, or symbols, so the values radar of fellow humans can pick up the blips of inclusion and commonality they are wanting to (waiting to) hear — and now waiting to see.

Inclusive languages of worldwide welcomes

Page 40 | Modern Cave Painting

Locations map signals inclusive geography

Global inclusiveness of time zones

Luggage tag art in locker rooms includes the homeports of expected visitors

Exhibits inclusive of diverse technologies

These investments offer the ability to see one’s self, one’s past contributions, and one’s future potential, visually presented within the communal workscape — and the collective culture.

Imagery inclusive of gender and age

Artifacts inclusive of historical successes

Career paths inclusive of expertise

Artful table tops inclusive of enterprise milestones

Brief History Of Cave Painting | Page 41

Workscape as Stage Set TOOLS FOR PL ACEMAKING

Scripted experiences supported by stage sets, cues, props, and choreography: What is the culturally acceptable threshold for stage setting and prop provisioning in support of a facilities enabled communications program? Is a visual rich message environment seen as an asset or a distraction? What level of saturation, experience, enhancement (investment) is right for

your organization? 1

Internal media channel broadcasts on-culture messages Information campaign displayed in quick change poster holders

Work station panels present custom art tied to competencies

Client made visible and demographics made tangible

Muralistic scale art printed onto panels and wallcoverings Translucent graphic films on glass

Be sure to imagine the audio off test: which environment would succeed in story comprehension if we watched it (walked it) with the sound turned off.

Page 42 | Modern Cave Painting

Our experience is that space updates, occupants churn and brands evolve. For all those reasons, we have employed a stage set metaphor that allows easy adaptation to change, campaigns, acquisitions, succession. 5

3 1

2 2

1 6

3 6

Brief History Of Cave Painting | Page 43

Cultural Fabric V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

Architectural banners tied to the enterprise’s positioning slogan “How the World Shares Ideas”:

This series of four two story banners was created for an exterior presentation on a regional campus headquarters building

How

World

Page 44 | Modern Cave Painting

Ideas

Similar banner art was re-purposed at a second campus for an interior atrium lobby

The banner art repeated in a similar rhythm into the interior atrium lobby

Visual Translations V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

“Ideas” Mural Tied to the Enterprise’s Positioning Slogan “How The World Shares Ideas”:

Homage to hardware

Like overlapping windows in an on-screen application, five individual panels of art float in front of largest backdrop mural.

World presented as singular idea The word “Ideas” translated into major languages of world including computer code

Radiused corners create ‘out-of-the-box’ ideas reference

Artwork includes visible light as a sub-theme, with reflection, refraction, and color spectrum purposefully added to individual art murals

The transmission of ideas at ‘webspeed’ Blue-sky-thinking made visible, as well as continuing reference to dominate corporate blue color

Brief History Of Cave Painting | Page 45

Full Scale Storytelling V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

“Shares” Mural Tied to the Enterprise’s Position Slogan “How The World Shares Ideas”: Visible light spectrum used as a vehicle to tie together multicultural thinking

23'-5 1/2"

Focus on eyes is a visual reference to the enterprise’s leadership in optical internet transmission

Eyes as windows into individual ideas while multiple faces represent collective ideas

11'-11"

Broadband and narrowcast references offered in art layout

As color wavelengths change, the band of faces stretches or compresses, respectively, to represent technology of dense wavelength division multiplexing

Infrared end of light spectrum

Leaving visible light spectrum

Ultraviolet end of light spectrum

Point of subdivision for conference room

“Shares” mural is installed in subdividable room so it too becomes a shared artifact

Page 46 | Modern Cave Painting

Arcs pay homage to the same visual device used in corporate identity

Leaving visible light spectrum

Ultraviolet side of subdividable meeting room

Wavelengths made tactile for optical networks tribe

Infrared side of subdividable meeting room Brief History Of Cave Painting | Page 47

Full Scale Storytelling V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

. ... . . .

.... ....

. ... . . .

...

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...

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“World” Mural Tied to the Enterprise’s Positioning Slogan “How The World Shares Ideas”: Artfully enhanced presentation of the traditional timezone clock wall. Six individual panels of visually rich network art float in front of a one piece collage of humanistic content behind. Global culture is represented by the ethnicity of various human faces presented in collage each revealed between techno time zone panels. Panels cut to resemble world time zones; physical ‘wire’ transcends time zones and connects urban centers selected to represent major geographical markets. Visually rich art allows for discovery Page 48 | Modern Cave Painting

Blue and green color scheme mimics earth-from-space palette, while blue reinforces prime corporate identity color.

Dimensional layering evidences intelligence behind the network

Greens and blues mimic planet and hint at global and ecological attributes of enterprise

Copper pipe connects the major geographic sites of the organization Brief History Of Cave Painting | Page 49

Full Scale Storytelling V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

7 Phased Illustration of 24 Hours: Symbol Logic

Large Scale Array

1 Through 7 (Days) in Binary Code

Business Constellations Permanence Over Time

Object Language

Networked Stars

Navigation Writ Large with Sun Compass

Peak Loads Over Time

Complexity of Data Storage

(Big) Blue Sky

Coded Object

1 Through 24 Hours

Scalability Illustrated

The environmental graphics were conceived as a marriage between the competencies being offered and the geographic context they were being offered in: a scaleable computing landscape presented in this mountainous desert setting. The dominant graphic is an end-to-end wall display that tells a story of idea transfer via a pictorial ‘bit’ stream of square (pixel like) images. The bitstream’s red to violet transition emulates this client's full spectrum offering. The bitstream intersects with a full 8 band mural in a cutaway cove that represents the site’s mass storage server competency. The story line happens to turn client blue as it intersects this floor to ceiling cove cut from the architectural interior. All other elements play to the scaleable computing landscape theme with extensive use of digital output for custom created murals printed to various media. One wall in each room displays a custom mural. Digital output was used on fabric banners and as glass vision screens. Each graphic effort attempts an integration of computing competency and desert context using original artistic collage and visual metaphor. The artifacts create storytelling opportunities between staff and customer-building interpersonal chemistry and fostering memorable visitor experience.

Page 50 | Modern Cave Painting

Geocultural art and artifact interplay with machine finishes and digitally produced imagery

Dawn to dawn (24hr) day in the life of mountainscape divided into 7 panels.

Paints mountain as analogy to cycles of peak usage in mass storage solutions Brief History Of Cave Painting | Page 51

Full Scale Storytelling V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

Dot art of ticker origins, mimics sweat beads of exercise.

People photography can reflect demographics (employee or customer demographics).

Cardio chart echoes financial markets chart.

“Kinetic” imagery suggests dynamic worklife.

23'-5 1/2" Corporate storytelling via muralistic art: Graphic arts can be used to immediately create visual downloads of an intended corporate culture. Optically rich, yet economically fabricated, brand colors and communicates cultural attribute words, phrases, and quotes. The environment becomes messenger

11'-11"

this “Press Print” media easily replicates

of desired worklife style and intended corporate culture. Corporate colors can be easily evidenced, and reinforce an on-brand environment (either exact color replication or subdued echo)

Subtle complexities in layered art allow visual discovery over time.

Page 52 | Modern Cave Painting

Look, it’s the brand’s Power Path art on a treadmill!

Triple word score % Change= Marketspace phrase % Change= Results of exercise regimen % Change= Name for Fitness Center

Dynamic art enhances the wellness mindscape

Creativity evidenced as an attribute of culture.

Complexity allows for visual discovery over time Brief History Of Cave Painting | Page 53

Electronically Defined Environments V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

Opportunities for media wall content:

6 5

Human Human Energy Energy Stories Stories

4 3

Picture in picture format so each floor sees the image.

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eiusmod tempor eiusmod incididunt tempor incididunt Learning Learning Moments Moments ut labore et ut dolore labore magna et dolore magna aliqua. Ut enim aliqua. ad minim Ut enim ad minim veniam, quisveniam, nostrudquis nostrud exercitation exercitation ullamco ullamco

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Learning Learning Moments Moments

Detail information about the diagram

The stratified sight lines of the 6 levels will influence content

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“Lorem ipsum “Lorem dolor ipsus elit, sed do elit, eiusmod sed do dolore magna dolore aliqua. magn

aliqua. Ut enim aliqua. ad minim Ut enim ad minim veniam, quisveniam, nostrudquis nostrud exercitation exercitation ullamco ullamco

Human Human Energy Energy Stories Stories

Humans Displayed with Energy

Page 54 | Modern Cave Painting

“Lorem ipsum “Lorem dolor ipsus elit, sed do elit, eiusmod sed do dolore magna dolore aliqua. magn

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Human Human Energy Energy Stories Stories

2 1

Human energy imagery as main theme of 6 story landmark

Other content can be interspersed but main show on 6 story wall is your international diverse multi talented workforce in all functional settings of all Business Units

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eiusmod tempor eiusmod incididunt tempor incididunt Learning Learning Moments Moments ut labore et ut dolore labore magna et dolore magna

“

aliqua. Ut enim aliqua. ad minim Ut enim ad minim veniam, quisveniam, nostrudquis nostrud exercitation exercitation ullamco ullamco

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eiusmod tempor eiusmod incididunt tempor incididunt Learning Learning Moments Moments ut labore et ut dolore labore magna et dolore magna

“Lorem ipsum “Lorem dolor ipsus elit, sed do elit, eiusmod sed do dolore magna dolore aliqua. magn

aliqua. Ut enim aliqua. ad minim Ut enim ad minim veniam, quisveniam, nostrudquis nostrud exercitation exercitation ullamco ullamco

Empowering words fade in to image

Learning Learning Moments Moments

Learning Moments

Base of six story video wall

“

Safety Moment “Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco. “

Safety moments paired with submitter

Safety moments could also be submitted via twitter

TRUST

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Images reflect the time of the day Description about value

HIGH PERFORMANCE

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INGENUITY

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Images and text scroll up in the morning Safety Moment “Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco. “

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Images and text scroll down in the afternoon

DIVERSITY

PARTNERSHIP

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Active Dee Producing Assets Major Capital Projects Discoveries

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Planned Exploration Drills Chevron Leases

INTEGRITY

Lower Tertiary Trend

Guadalupe

Perdido

Moccasin

Buckskin

Safety Moments

Values Visualized Brief History Of Cave Painting | Page 55

Electronically Defined Environments OPP ORT U NITIES FOR MEDIA WA L L CON T EN T

Opportunities for media wall content:

Houston Houston 56º 56º

10:21 10:21AM AM

TYPE:

Clock tower on your campus

Tuesday, Tuesday, 25 Nov, 25 Nov, 20142014

Shows live feed from top of tower

CVX CVX

Learning Learning Moments Moments

116.20 116.20

Prev Close

00.00Prev Close High

00.00

00.00 High

00.00

Open

00.00Open Low

00.00

00.00 Low

00.00

Volume

00.00Volume52 Wk High 00.00

00.00 52 Wk High

00.00

Mkt Cap

00.00Mkt Cap 52 Wk Low 00.00

00.00 52 Wk Low

00.00

Avg Vol

00.00Avg VolP/E

00.00

00.00 P/E

00.00

1Y Target Est

00.001Y Target EPS Est

00.00

00.00 EPS

00.00

Beta

00.00Beta

00.00 Div & Yield

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Stock chart information

Blind Blind Faith Faith LOCATION:

LOCATION:

New Orleans, New Orleans, Louisiana Louisiana

History History 2001 - The Blind 2001 Faith - The discovery Blind Faith welldiscovery was drilled well was drilled 2005 - Aker awarded 2005 - Aker platform awarded contract platform contract 2006 - Subsea2006 equipment - Subsea contracts equipment awarded contracts awarded

OFFSHORE PLATFORM: OFFSHORE PLATFORM:

Blind Faith Blind Faith

LOCATION: LOCATION:

NewNew Orleans, Orleans, Louisiana Louisiana TYPE:

TYPE:

Oil & Gas Oil & Gas

Tuesday, Tuesday, 25 Nov, 25 Nov, 20142014

Twitter feed

Description Description Blind Faith utilizes BlindaFaith deep-draft utilizessemisubmersible a deep-draft semisubmersible hull located hull located about 160 miles about (250160 kilometers) miles (250 southeast kilometers) of New southeast Orleans, of New La., Orleans, La., on Mississippion Canyon Mississippi block Canyon 650. block 650.

Houston Houston 56º 56º

10:21 10:21AM AM

LOCATION:

New Orleans, New Orleans, Louisiana Louisiana

TYPE: TYPE:

Oil &Oil Gas & Gas TYPE:

Tuesday, Tuesday, 25 Nov, 25 Nov, 20142014

TYPE:

Oil & Gas Oil & Gas

Active Active Deepwater Deepwater Exploration Exploration & Development & Development Producing Assets

Information about the platform

2008 - First oil2008 produced - First oil produced

10:21 10:21AM AM

OFFSHORE OFFSHORE PLATFORM: PLATFORM:

2003 - Chevron 2003 acquires - Chevron a larger acquires stakeaand larger becomes stake and operator becomes operator

Houston Houston 56º 56º

TYPE:

Oil & Gas Oil & Gas

Producing Assets

Major Capital Projects

Discoveries

Planned Exploration Drills

Chevron Leases

Lower Tertiary Trend

Bay Marchand Eugene Island

South Timbalier

Tahiti

Bay Marchand

Mad Dog

Caesar Tonga Guadalupe

Moccasin Perdido

Miocene Trend

Caesar Tonga

St. Malo

Jack

St. Malo

Buckskin

Daily Feed Content Page 56 | Modern Cave Painting

Stampede

   

Mad Dog

Big Foot

Moccasin Jack

Buckskin

Tubular Bells

Genesis

Tahiti

Largest leaseholder  Largest leaseholder Net production  Net >200 production MBOED* >200 MBOED*

Major Capital Major Projects Capital Projects

South Timbalier Tubular Bells

Stampede

Big Foot

Perdido

Main Pass

 

Eugene Island

Genesis

Guadalupe

Leading Position Leading Position

Main Pass

Tubular Bells  Tubular Bells Jack / St. Malo  Jack / St. Malo Big Foot  Big Foot Miocene Trend Stampede  Stampede

Times Square-like news bulletin flashes

DepthDepth Blind Faith is located Blind Faith in 6,500 is located feet (1,981 in 6,500 meters) feet (1,981 of water, meters) and of water, and with subsea systems with subsea located systems in 7,000 located feet (2,134 in 7,000 meters) feet (2,134 of water meters) of water in Mississippi Canyon in Mississippi blocksCanyon 695 and blocks 696.695 and 696.

ExplorationExploration & Appraisal& Appraisal   

Guadalupe discovery Guadalupe discovery Buckskin / Moccasin  Buckskin appraisal / Moccasin appraisal 2 of 5 drill ships  2 dedicated of 5 drill ships to exploration dedicated to exploration

Parade of Assets

Top of six story video wall

5:04 5:04 PMPM Houston Houston

| 10, December WednesdayWednesday | December 2014 10, 2014

5:04 5:04 PMPM

China

China Angola

Angola Netherlands

7:04 AM

7:04AM AM 12:04

12:04AM AM 12:04

Angola

Angola Netherlands

Netherlands Poland San Poland Ramon

San Ramon Brazil

United Brazil Kingdom

United Kingdom

12:04 AM 12:04 AM

12:04 3:04 PMAM

3:04 9:04 PMPM

9:04PM PM 11:04

11:04 PM

San Ramon Brazil

United Brazil Kingdom

United Kingdom Australia

Australia

3:04 9:04 PMPM

9:04 PM 11:04 PM

11:04 PM 10:04 AM

10:04 AM

Background image is of different cities in which we are located. Image shown corresponds to the highlighted location, time, and weather. Fades in and out

Houston Houston

10:00 10:00 AM AM Wednesday December 10, 2014 Wednesday | December 10, |2014

Houston Houston

| 10, December WednesdayWednesday | December 2014 10, 2014

12:04 AM

12:04AM AM 12:04

Netherlands Poland San Poland Ramon 12:04AM AM 12:04

12:04 3:04 PMAM

10:00 10:00 AM AM

Wednesday December 10, 2014 Wednesday | December 10, |2014

At the hour this floor acts as a clock tower. A blue band appears, displaying Houston weather, time, and date. Blue band disappears past the top of the hour On all other floors, a smaller blue band appears with scrolling info

Hightlighted location, time, and weather

5:04 5:04 PMPM Houston Houston

| 10, December WednesdayWednesday | December 2014 10, 2014

5:04 5:04 PMPM

Netherlands 12:04 AM

Netherlands Poland 12:04AM AM 12:04

SanPoland Ramon 12:04PM AM 3:04

San Ramon Brazil

United Brazil Kingdom

United Kingdom Australia

Australia Azerbaijan

3:04 PM 9:04 PM

9:04PM PM 11:04

11:04 10:04 AMPM

10:04 3:04 AMAM

5:04 5:04 PMPM

Poland 12:04 AM

SanPoland Ramon 12:04 3:04 PMAM

San Ramon Brazil

United Brazil Kingdom

United Kingdom Australia

3:04PM PM 9:04

9:04PM PM 11:04

11:04 PM 10:04 AM

Australia Bangladesh Azerbaijan Azerbaijan 10:04 3:04 AMAM

3:04 AM 5:04 AM

Bangladesh 5:04 AM

5:04 5:04 PMPM

San Ramon 3:04 PM

San Ramon Brazil

United Brazil Kingdom

United Kingdom Australia

3:04PM PM 9:04

9:04 PM PM 11:04

11:04 PM 10:04 AM

Australia Bangladesh Azerbaijan Cambodia Bangladesh Azerbaijan 10:04 3:04 AMAM

3:04 5:04 AMAM

5:04 AM 6:04 AM

Cambodia

Brazil

United Brazil Kingdom

United Kingdom Australia

Australia Azerbaijan

9:04 PM

9:04PM PM 11:04

11:04AM PM 10:04

10:04 3:04 AMAM

Azerbaijan Cambodia Bangladesh Kazakhstan Cambodia Bangladesh 3:04 AM 5:04 AM

5:04 6:04 AMAM

6:04 AM 5:04 AM

Kazakhstan 5:04 AM

Time and Weather Around the Organizational Globe

10:00 10:00 AM AM

Wednesday December 10, 2014 Wednesday | December 10, |2014

10:00 10:00 AM AM

Wednesday December 10, 2014 Wednesday | December 10, |2014

6:04 AM

Houston Houston

| 10, December WednesdayWednesday | December 2014 10, 2014

When image changes, the list of locations scroll to the left, highlighting a new location Houston time, date, and weather always part of background

Houston Houston

| 10, December WednesdayWednesday | December 2014 10, 2014

Wednesday December 10, 2014 Wednesday | December 10, |2014

3:04 AM

Houston Houston

| 10, December WednesdayWednesday | December 2014 10, 2014

10:00 10:00 AM AM

Azerbaijan

Image shown also reflects the time at that highlighted location

10:00 10:00 AM AM

Wednesday December 10, 2014 Wednesday | December 10, |2014

Scrolling info and blue band disappear past the top of the hour

21st Century Clock Tower Brief History Of Cave Painting | Page 57

Electronically Enhanced Environments V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

1975

2001

1995

Corporate storytelling via muralistic art and motion graphics: The digital History Wall invites passersby to experience a timeline of the

1980

companyâ&#x20AC;&#x2122;s origins and historical milestones. The high resolution tablets offer an up-close intimate telling of the experience.

Add the years

Years fade as the data points flatten

Lines fade when data points are completely flat. Color dotted line and gray bars stays in movement (moving opposite direction)

1975

2001

1975

1995

2001

1995

1980 Gray boxes represent the photos. Photos move to the left of the screen

1975

Photos get bigger

Eventually one photo occupies the whole screen â&#x20AC;&#x201D; smooth transition among photos

The letters bounce and eventually align

We can also add more squares and move them around (the pink squares are example)

2001

1995

The letters drop down and follow the contour of the flow of squares

Removable face enclosures are divided

Scene A: Milestone in TD Ameritrade History

into five sections, which provide access to monitors and hide all internal wiring. iPad mounting brackets allow monitors to dismount for maintenance.

Scene B: Branded Graphic Arts from Finance Sector

Scene C: Journal Photography of Associates Page 58 | Modern Cave Painting

2001

Digital media allows history to march on

Dynamic art echoes the enterprise mindscape

Linear presentation of time coincides with tracking of marketplace Brief History Of Cave Painting | Page 59

Electronically Enhanced Environments V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

This animation sequence visually expresses the concept of “Yesterday”, “Today”, and “Tomorrow”. Archival, framed client photos fade in and out with subtle movement to convey past history. The present is represented by people photos used in the installed artwork that mix together utilizing a custom effect that appears to be floating molecules. For the future, a stylized DNA strand rotates in and becomes a complex molecule expressing the transition from research to development that leads to new products.

Visitors entering the building are greeted with a short animation that graphically presents organizational past, present, and future. The animation is presented on 16 monitors in seamless fashion just above the reception lobby. The modernist presentation of the display is a tribute to the innovative characteristic of the culture.

Rhythm and tempo of change varies with time of day Page 60 | Modern Cave Painting

Customization of messages is easily accomplished for special events

Dynamic content integrates and activates the architectural environment Brief Brief History History Of Of Cave Cave Painting Painting || Page Page 61 61

Origins of Organizational Myth and Lore V I S U A L LY C R E A T I V E I N T E R P R E T A T I O N S O F E N T E R P R I S E

Re-telling a short story with a small insightful glimpse into the origins of organizational myth and lore. “As I walked into the lobby, I showed the security guard at the reception desk my camera pass and told him I was here to photograph some of the installed graphics. His interest dials up somewhat and he has a few things to say about the sign elements installed on ‘our’ site. After signing in, I ask where’s the washroom and he points around the corner, telling me this is everyone’s favorite sign. ‘They were made by the folks in the lab...see...they use our circuit boards for the figures. And they have names, too... this one’s Chip and that’s Bitsy’. This contract employee from the outsourced security firm demonstrated pride of (work)place on a site that did not directly employ him. He furthered their myth of authorship (a sign fabricator had actually made the sign), and retold the local cultural lore of the naming this community had given these artifacts.” And isn’t this the goal of our work: to create the myth and lore that support the feeling we call community. Instilling the sense of pride and ownership in worklife expressed by this individual, all facilitated by well placed artful messages presented in the native (circuit board competency) language. This is a micro example of using art and artifact to visualize desired cultural attributes and seed the shared experiences that equate to community.

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Meeting “Chip and Bitsy”

Offering a global perspective on data storage Brief Brief History History Of Of Cave Cave Painting Painting || Page Page 63 63

chapter

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jumping on the brand wagon an accelerating evolution â&#x20AC;&#x201D; in parallel to some revolutions

with environments as the message medium, the opportunity becomes: make competencies visible, culture tour-able, and workscape promotional

Jumping On The Brand Wagon | Page 65

Experiential environments are now expected Page 66 | Modern Cave Painting

Experience Enhanced Environments O U R D ES I R E IS TO O P EN M I N DS TO N E W WAYS O F T H I N K I N G : S PAC E AS A M ES SAG E — FACI L I T I ES AS A M ED I A V EH IC L E

Retailing and merchandising concepts migrate to knowledge work and a brave new workscape. The merchandising of intellectual property: part museum exhibit, part art gallery, part factory field trip.

Design that addresses:

Imagery-based communications:

Workscapes designed for scripted, choreographed touring

The retailing of knowledge work: Part point of purchase, part shop front,

The science of communication is increasingly expanding to new dimensions. We are rapidly moving from the centuries old paradigm of written word understanding to a world of imagery-based communications. Visually rich environments:

Translating brand attributes to workscape personality Retailing of R+D: segregating proprietary IP from promotional PR Merchandising strategies applied to knowledge work metrics

Like the retail environments, we see photographic murals and on-screen imagery

Visually shared representations of a collective vision

in the workscape to hook into employee imaginations, engage their aspirations

Story ownership across distributed locations over time

and facilitate their ambitions living out opportunities in a branded work world. Putting the “show” in showcase: To succeed in magnetically attracting a broad new definition of work, the environment will need to speak for itself. It must explain the Ferrari hidden behind the wall, the invisible signals in the air, the agility of the work settings, as well as the evolved difference in the mindset of the people utilizing these tools. Offering literal cues and lyrical clues: Visually illustrate the protocols and behaviors associated with a desired culture and spirit. Help people to understand how to use their space on a micro scale

3D storytelling: using space as a message Furniture tools as exhibit and display vehicles Positioning the project for internal acceptance Packaging the project for post-project PR These projects are answering the question: How will we make technology visible, footprint tour-able, and workscape promotional? We articulate enterprise vision architecturally. Clients market the ROI commercially: in attraction, in retention, as e-sat, as pride of place.

and how to live their work on a macro scale. Do this with wit, humor, and surprise.

Jumping On The Brand Wagon | Page 67

Our Desired Outcome O P E N M I N D S T O N E W W AY S O F T H I N K I N G : S P A C E A S A M E S S A G E — F A C I L I T I E S A S A M E D I A V E H I C L E

Storytelling backdrops as stage sets

Macro, micro and mobile theatre settings

An evolved approach to storytelling:

A revolution in media and proliferation of channels:

Our focus is environments and the stories they tell us – either directly or

At this same moment, in parallel, two channels of visual communication are

implicitly. Man has been telling stories in environments since the first cave

having their own evolution — though it often appears to observers to be more

painting. The stained glass windowed cathedral offered a visual story to those

akin to revolution. On-screen display technologies now enable us to serve up,

participating with the space – a necessity in times of illiteracy. Today Nike

project out, walk thru, interact with, a kaleidoscope of electronic media whose

Town is the cathedral of retail, telling stories throughout its environment to an

size in itself can often be building scale. The other revolution, digitally printed

audience that has learned how to read but now thinks visually — after just a

imagery, allows us to print on a vast array of materials from silk to steel and

generation or two of 24 frames a second entertainment, music video camera

as well print visual imagery at a scale that can blanket whole skylines. While

cuts, GPS visualization of the path to work, and a business day of PowerPoint

these two thrusts are the news, other progress in media asset management

and surfing web links. We have become visually astute (visually anticipatory)

(content storage and retrieval) and visual arts software (content restoration

and at the same time proficient at ‘reading’ environments. What we have

and recombination) feed our creative capabilities and provision vast new

experienced as a design consultancy is the underserviced desire to apply the

content options.

storytelling in human nature and visual merchandising techniques of retail to the enterprise workplace. At first we provisioned the company store and the visitors center and then headquarters lobby and the briefing center; today we can imagine every aspect, R+D to factory floor, now prototyped with visual messages and display media.

An Evolved Approach to Storytelling A Revolution in Media and Proliferation of Channels A Generational Shift in Communicative Style + The Accelerating Brand Wagon = The Brave New Workscape

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Worklifestyle: the co-mingling of commerce and amenity

Strategizing everything as experiential

A generational shift in communicative style:

The accelerating brand wagon:

And just in time because the workplace is about to experience a sea

Finally, there is the recent planetary alignment around the word ‘Brand’ to

change in generations. The black and white TV generation that watched

add to this mix. Brand has saturated public life. Its advocates tell us that

John Wayne without special effects is giving way to the Xbox generation

everything an enterprise does contributes to its brand perception. But

playing interactive HALO — followed by the new millennium where it is now

historically that expression was broadcast outward and used advertising and

commonplace to post one’s self to YouTube. There will be an expectation for

merchandising and packaging tools to accomplish ‘brand recognition’. It is only

an info-tainment worklife, and as Facebook teaches us, it is one in which you

now, when brand is being looked at holistically, that we see brand strategy

expect to participate in authoring the messages. Or as Farmville, Second Life,

include the everyday worklife experience of internal audiences (employees

Pinterest, Vine, Instagram all illustrated, you will gravitate to media in which

who manifest the enterprise — and visitors who might visit and observe them)

you share in the authoring of messages and commentary on brands.

inside the big media vehicle you own (facilities). We see the logic behind this evolution — it really is an extension of cave painting amped up by technology and enhanced by experience economy precedents.

Art, messaging, and visual communications: reinforcing of desired collective change and supportive of strategized cultural endstates. Jumping On The Brand Wagon | Page 69

The New Visual Workscape A N E X P E C T A T I O N F O R V I S U A L LY R I C H E N V I R O N M E N T S

The workscape is the next experience economy venue. The culturally optimized 21st century workplace will foster the creativity of knowledge workers, aid in the recruitment from today’s sellers market of creative thinkers, and enhance the retainment of invested knowledge and intellectual capital by impacting employee satisfaction. We have come to realize that the workplace is now a sales tool. But not just the ‘customer presentation center’ of yesterday. The entire facility will now be a strategized and scripted experience used to position positive messages in the minds of employees, customers, partners and community. The type of unique and exceptional messages that will differentiate your enterprise from your competitors.

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Space Reflecting Spirit E N V I R O N M E N T A S T O O L A N D V E H I C L E F O R S U C C E S S C U LT U R E

There’s a magical aura about success: done it, seen it, doing it. It includes a “what we’ve done” track record; “what we’re doing” promotional messages; and some “peek behind the curtain” intrigue of the future we’re creating here. To the dismay of our competitors, great things happen here and our facilities are both tool and vehicle for this success. Perhaps we can offer this to the project stakeholders in a way that will get them to sign up for a facilities initiative (and a future) that is visually tangible and appears culturally do-able and reinforcing of the workscape endstates desired by workworld leadership. At the same time, our approach allows diversity of thought to be exhibited and celebrated through orchestrated displays along strategized visit paths. In many ways, we want to employ the new art of merchandising knowledge work.

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Experience Enhanced Workscape T H E C O N V E R G E N C E O F E N T E R TA I N M E N T A N D E N T E R P R I S E

359

361 361

361

381 361 358 359 360 361

361

It really is about convergence…info-tainment, edu-tainment, retail-tainment, techno-tainment, marketecture, mediatechture, The workplace already cross-pollinates the trade show with lifestyle amenities. So, what’s next? We seem to be trending toward the convergence of enterprise and entertainment. All the work’s a stage: requires the physical setting (and it is becoming very much like a theatre set – mobile furniture props and display scenery that changes with each improvisational act of commerce) that accommodates the new experience economy – where everything must engage, amuse, entertain, inform – including the new workscape. These concepts can be used by the 21st century enterprise to communicate ongoing internal evolution...and materialize a desired cultural endstate that reflects new models for communication, collaboration, and creativity.

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362

41'-6 1/4" 3'-6 1/2"

3" 3'-6 1/2"

Branding in Three Dimensions FACI L I T I ES A S A M ED I A V EH I C L E FO R O N - B R A N D M ES S AG ES

8'-0"

Open to corridor

Interior Elevation 1 Scale: 3/16" = 1'-0" (field verify all measurements)

The environment can cause the facility visitor and workscape users to download a style and feel about an organization. The reverse effect is also true: Facilities can also disconnect from enterprise promoted brand (or corporate culture). Efforts by an organization outside of corporate real estate (such as marketing, branding, advertising, public relations, product design) can create expectations for facility attributes. Facility attributes can also create expectations that the rest of corporate culture must live up to. The new work environment can use a mix of corporate values, naming word play, retail trade show, entertainment quality displays to cause employees and visitors alike to download a sense of creativity and innovation. The new workscape also plays a part in recruitment and retention of next generation employees and partners. This is a pride-of-place concept that migrates to the future.

Jumping On The Brand Wagon | Page 73

Placemaking and Community O N - B R A N D , O N - M I S S I O N , I N - C U L T U R E , I N - P L A N , O F - C O M P E T E N C Y, O F - C O M M U N I T Y

Accurate definitions are fundamental to solving the right design problem. 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.

Culture

Brand

Customer Focused Expression

LOB Members Community Analysts Investors Industry Media Focused Expression

LOB

Customer Focused Expression

LOB

Site Brand Shared Image and Identity

ADMIN

LOB LOB

Customer Focused Expression

Competency LOB

Identity and Metrics

Site Culture Shared Vision and Values

LOB

Identity and Metrics

Client Focused Expression

LOB

Colleague Focused Expression

Identity and Metrics

LOB

Community Site Community

LOB

Identity and Metrics

LOB

Realty Development Physical Site

Enterprise Competencies Shared Synergy Supporting Collaboration

LOB

ADMIN

Identity and Metrics

LOB

Individual Cultural Expression

Collective Campus

Internal Neighborhoods

Corporate Identity Resulting in Personality of Place

Cultural Identity Resulting in Pride of Place

Competencies Identified and Tied to Marketplace

Community Identity Resulting in Place Making

“We are . . .”

“We live our work this way . ..”

“I do this at . . .”

“This place is . . . This way to . . .”

The attributes of brand personality can be

Culture has been best described as “how

Competency is the organizing element for

Macro community will be evident in the

expressed in the environment. Downloading

we live what we do.” At many enterprises,

business process. Each competency can

overall site while micro community will be

on-brand expectation into the workplace

culture is deep with many points of pride.

use graphics as a tool to identify themselves

evidenced through valuable space planning,

can help express a desired personality or

Culture is an internal evolving reality. The

(“we are here”) and communicate their

groupings, and adjacencies. Wayfinding is

process or behavior. As well, it can help

positive aspects can be celebrated and

value (“we do this”) and commercial metrics

the tool that helps you traverse these macro

extinguish undesired personality, process,

showcased in the naming, addressing, and

(“we’ve done this lately”).

and micro increments of community — both

or behavior at either the competency level or

thematic art and display that enhances the

the individual level.

experience of the environment.

Manifestation

Provide vehicles for personality and

Provide vehicles for line of business

Provide vehicles for graphics and way

atmosphere that reinforce brand and

values that reinforce culture and promote

identity and team metrics that reinforce

finding that support community and

promote desired behaviors.

desired behaviors.

competencies and promote the cross-

promote pride of place.

Provide vehicles for image and

evidenced and virtual.

pollination of expertise, ideas, success.

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Distinctive Destination Within Collective Enterprise O N - B R A N D , O N - M I S S I O N , I N - C U L T U R E , I N - P L A N , O F - C O M P E T E N C Y, O F - C O M M U N I T Y

We are this part of the whole. We contribute to an overall commercial competitive advantage in this distinct way. We share enterprise strategyâ&#x20AC;&#x2030;â&#x20AC;&#x201D; yet we create advantage in a site specific, unique way. The collective campus is part of a larger aligned critical mass that is employed by the local collective to leverage the market perception and position of the global whole.

Campus Campus Collective Message of Competitive Advantage through Critical Mass

Shared Enterprise Strategy Campus

Campus Campus

Message of Uniqueness Among Many

Campus

Co-Located Alliance or Joint Venture

Geographically Separated Support

Jumping On The Brand Wagon | Page 75

Identity as an Experience EMBEDDED MESSAGES REINFORCING OF BELIEF SYSTEMS

How brand, culture, competency and community can strategically converge around workplace: 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.

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 Place Making

Supportive of Belief Systems

Supportive of Optimal Behaviors

Supportive of Business Synergy

Supportive of Collective Experience

Design Tools and Terminology

Tour scripts and tour stops tied to people, product and process

Individual values

Success metrics

Self visualization

Group and/or personal identity

Urban planning strategies imported to workscape

Collective values

Group and/or personal expression

Group visualization

Retailing R+D

Enterprise mission

Merchandising knowledge work

Work lifestyle reinforcements

Displayplace thinking

Cultural DNA

Line of business identity

Brand atmosphere Display vehicles for belief systems Strategized downloads and embedded impressions Mirroring brand attributes On-brand experience 3 Dimensional symbolism

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Cultural anthropology displays Lore-preserving displays

Infrastructure for collaboration Infrastructure for interaction Naming and addressing logic Wayfinding tools and logics Thematic environments

Conceptual Strategy O N - B R A N D A S S U R A N C E : A V I S U A L W O R K P L A C E S C H E M AT I C

Scripting a consistent organizational personality in three dimensions: We can employ a thematic story that

Industry Awards

verbally and visually ties up diverse

Charitable Displays

Community Interaction

Extracurricular Teaming

human activities into a sense of place. We also want multi-site clients to experience a consistent organizational personality in their environments. What

Neighborhood Naming

Functional Naming

Destination Naming

Team Identity

Amenity Naming

Fine Art Program

Visible Customer

Inspirational Motivational

Thrust Statements

Competency Badging

On-Screen Messages

Displaying Metrics

Vision Visible

Mission Visible

Plans Visible

Business News

we are offering is environment design that supports any number of scripted and strategized experiences that result in visitors downloading specific and overall on-brand knowledge about a commercial culture. The take-away message of your facilities can now be dimensionally scripted to support

Informed by Enterprise Guidelines Regarding Signage, Safety and Security

Heritage Signals

Competencies Visible

Secure Escort Public Visitor

Information Portals

Hospitality Signals

the marketing, sales, recruitment, retainment, and partnering related

Security Signals

endstates desired by the enterprise.

Building Name

Facilities Interiors Campus Exterior

Facilities Interiors

Interior Wayfinding

Arrival Greeting

Thematic Sculpture

Building Entry Signals

Property Definition

Property Definition Exterior Wayleading

Campus Exterior

Metaphor Art

Heraldry Property Entry

Jumping On The Brand Wagon | Page 77

Aligning Culture, Product and Environment D E S I G N T I E D T O T H E D E S I R E D C O A L E S C E N C E O F P R O D U C T, E N V I R O N M E N T A N D C U LT U R E

Desired culture visually expressed: What message and imagery can be threaded throughout the workscape? This is about envisioning the future and creating visual

How can we leverage the environment to migrate the culture? To evolve product, we can evolve culture; to evolve culture we can evolve the workscape it lives in.

interpretations of a desired culture and

Functionality

mirroring umbrella brand attributes inside these facilities. This effort could be the thread of continuity

Productivity

Agility

that ties teams together as well as all buildings. The ability to honor success culture can take place, through exhibit,

Competitor B

display, mural, and imagery.

Competitor S

Badging space with proofs of culture: How can we preemptively orchestrate the ad hoc visual postings usually found throughout

Culture Product

Conservative

these environments?

Progressive

Environment

Competitor H

Most express “What I do...”, “What we do...”,

Desired Position

“What the collective enterprise does....” The driver is expressing one’s individuality

Competitor T

and pride in competency. The visual tools

Competitor K

used to illuminate a desired culture would be threaded evenly throughout the workscape — strategized and owned by enterprise

Luxury

Cool

leadership. Successfully orchestrating display vehicles for these topics can limit visual clutter and actually stage crosspollination of learnings across competencies.

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Competitor M

Image + Style

Aligned Brand Experience D E S I G N T I E D T O T H E D E S I R E D C O A L E S C E N C E O F P R O D U C T, E N V I R O N M E N T A N D C U LT U R E

Aligned Experiences + Brand Clarity = Desired Endstate. The desired result will explain the building, celebrate the site, leverage workplace, promote the enterprise, facilitate leadership, and co-star the audience. Brand Experience

Experience Channels

Facilities Experience

CLICK THRU

On-screen presentations, multi-media, web portals

Instant on connectivity and speed

CALL IN

Sales voice, call center, voice mail system

Voice of reception, concierge

READ THRU

Ad copy, marketing collateral, user manual, annual report

Directions, agendas, presentations

POWER ON

Product design, usability, performance

Accessible, intuitive work tools

FOOT FA LL

Trade show, workplace, conference center, EBC

HQ site and environ

HAND SHAKE

Corporate DNA, partnering culture, personal chemistry

Inspiring, genuine, trusted leaders

CLICK THRU

This is a philosophical diagram as well as an experience script for your facilities: We understand that the foot fall through your halls is but one aspect of the brand experience. This process leverages your brand success in other experience channels and converge those

READ THRU

with your approach to facilities and workscape. Our process includes co-authoring with you a conceptual strategy that is enterprise specific. Yet more imperative is

ALIGNED BRAND EXPERIENCE

that the strategy is enterprise do-able. On-brand consensus yes, but also inclusive of right price point perceptions along side alignment with corporate culture.

CALL IN

POWER ON

Thesis:

Question?

Answer:

If we are

... how can facilities

By surfacing the ideal outcome

currently

advance an aligned

By identifying the contributing factors

here...

brand experience?

By engaging owners of the contributing factors By orchestrating collaboration among the owners By aligning individuated missions with yet newer goal

FOOT FA LL

HAND SHAKE

Jumping On The Brand Wagon | Page 79

Building Content ™ N E W R O L E S A N D P E R H A P S U N FA M I L I A R C O L L A B O R AT I O N S

Division of responsibility: authorship at initial creation and ownership of follow-on curation. Inside the enterprise, the ownership of branded environments happens at two levels of responsibility: strategic and logistical. Strategic Responsibility to Envision

Patronage

Funding

Timing

Vision

Scheduling

Orchestration

Key to Success Identifying the new responsibilities for creation and curation of a facility’s embedded messages and refreshing the building’s branded content. Logistical Responsibility to Execute

Man Power

Expenses

Clarity of roles: establish responsibilities for each strategized message.

CRE

There will be tasks newly created and skills newly learned. Both will require buy-in

CXO ’ S HR

newly solicited and protocols newly communicated. This type of initiative is unique in its strategy. As logical as it may be to have brand attributes evolve to internal

MARKETING

audiences and then broadcast via workplace, the mechanics and ownership will be an invented process for most any enterprise. An initiative that commingles facilities brand management, communications and HR would require new levels of interaction BUILDING

among these entities at leadership and execution levels.

CONTENT™

These projects treat branded environments like an advertising campaign that requires funding, creative content, media channels, and strategized rollout. We propose thinking of brand as an asset that must be managed. And we approach

BRAND

brand as a facilities standard that is posted, referenced, executed and replicated from facility to facility. In tying the strategy back to the competencies of the stakeholders, we align with each one of the competencies — HR, Marketing, Facilities, Communications — that will need to participate in the success of the on-brand workplace. Page 80 | Modern Cave Painting

LOB’S

Cultural Wayfinding PRIDE IN BOTH TIME AND PL ACE

These project outcomes explain the building, celebrate the site, promote the enterprise, and co-star the audience. Imagine walking up to a large display in the new workscape. Its clearly on-brand in its design. The headline reads, “You Are Here @ Corporate Headquarters” and in an expectant way, the display offers you a large wayfinding floor plan. You’ll offer these because they are time savers for busy people and educational tools as to who and whom lives where. Down the hall you see a identical sized display in a similar media. But upon approach, you see it is a collage of historical imagery with a brief text about the great milestones in geologic discoveries and exploration engineering that have taken place here: a promotion of pride in our inherited legacy. There are actually multiple variations of “You Are Here in Rich History”. And in that variety you don’t become blind to them after first viewing because they are presented to the wall in a way that allows for easy rotation and or relocation over time. Shortly all will be exhibited on-screen. As you travel to another area, you see another very similar display but its message has morphed to “You Are Here at Global Leader” and the display offers the values. On another is the corporate vision. Or mission. Two or three of similar look so we recognize them by topic, but the variety allows these a longer life via rotation and relocation. In another area, “You Are Here @ Enterprise.com” offers content specific to your campus and its uniqueness within the enterprise. There are a variety of these as well. Each with distinct claiming statements and pride points. Perhaps one is a heroic vision message from the site executive. One more series of displays touts “You Are Here @ Tomorrow” with a exploration version, production version, shipping version, pipeline version, and so on. Each is a rich visual image specific to that enterprise competency with a few “future holds this” adjectives artfully displayed. Ad campaigns are repurposed as well. Again, rotatable and repositionable.

In our daily worklife, we will have experienced: “You Are Here” spatial wayfinding displays “You Are Here” amidst rich history messages “You Are Here” in the midst of today’s global leader “You Are Here” on the cusp of great tomorrows

All so similar they feel like a campaign (and in that approach can be economically mass produced). All so cohesive that the sum is greater than the parts. Sprinkled strategically across the floor plates with a locational database that keeps track of their play sequence and rotated histories. The result would explain the building, celebrate the site, promote the enterprise, and co-star the audiences. Pride in both time and place.

Jumping On The Brand Wagon | Page 81

Resources for Message Content THE ROLE FOR EXISTING HARD FOUGHT MESSAGE CONTENT

Well strategized, hard earned media content can be harvested from what we say about ourselves in existing enterprise publishings. Most successful brands have existing marketing messages and well strategized packaging of their competencies. Those are hard fought words and imagery

Brand Assets: Sources for Image and Brand Display Content All contribute to a brand and enterprise personality that can be expressed in the facility Corporate Identity

Annual Report

Outdoor Advertising

Print Advertising

Direct Mail

Product Literature

TV and Radio Ads

External Website

that can play a role in the everyday architecture of workplace. The goal of our proven and repeatable process focuses on harvesting your assets and having them inform the spatial design solution. Utilizing brand analysis, we are able to connect with client stories and immerse in the desired marketplace

Facilities as a Ready Vehicle for On-Brand Messages

position(s). This connection to your existing assets encourages cross pollination with and repurposing of any and all media channel content. A thorough brand analysis will align spatial projects with the successes of existing brand assets in other media. The trick is to harvest content and translate it into a clear exhibit and informative display that reduces audience sacrifice and enhances

Content Creation Loop: Displays Become Content for Other Media Vehicles

audience understanding.

And the installed exhibit and display successes create visual content and corporate lore for inclusion in the next Annual Report, Website, Advertising Campaign...

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Translating Brand Assets to Place THE ROLE FOR EXISTING HARD FOUGHT MESSAGE CONTENT

How workplace thinks about brand:

· It would be media rich

▲

· It would have a promotional voice

If the Ad Campaign contributed to the building

▲

If the building were an Ad Campaign

· It would provide headlines and messages · It would offer product and customer imagery

· It would embrace crafted copy

· It would offer campaign thinking

· It would embrace quality photography

· It would target audiences

· It would refresh

· It would be culturally agile

If the building were an Annual Report

If the Annual Report contributed to the building

· It would reveal detail

· It would flag sensitive issues

· It would offer imagery

▲

· It would provide strategic messages

▲

· It would be holistic

· It would offer impressive text

· It would offer metrics

· It would offer significant imagery

· It would anticipate the future

· It would alleviate legalities

If the building were a Trade Show

If the Trade Show contributed to the building · It would teach product display

· It would be product rich

▲

· It might offer fixtures and exhibits

· It would be informative

▲

· It would be accessible

· It would exemplify exhibit curation

· It would have agile displays

· It would personify experience scripting

· It would support focused expos

· It would teach storytelling environments

If the building were a Website

If the Website contributed to the building · It would offer storylines

· It would offer choice

· It would offer text and imagery

· It would offer site map · It would structure information

▲

· It would link topics

▲

· It would be holistic

· It would exemplify accessibility · It would exemplify 24/7/360˚ · It would translate language with agility

Workplace design mirroring brand attributes. The purpose of brand is to create expectations about the products and services which your client then fulfills. Those brand expectations carry through the facilities that house the enterprise. Distilling personality of place from brand attributes requires new skills and broadened thinking in the workplace and facilities design. Jumping On The Brand Wagon | Page 83

Mapping Messages Across Time + Space A W E L L D E F I N E D , R E A D I LY A C C E S S I B L E T O U C H S T O N E V I S I O N

New head office as a vehicle for brand immersion: An opportunity to live our brand in our daily execution of commerce. A magical brand and an unprecedented opportunity to express it in a skyline, in an edifice, in our workscape, on the desktop. This project has the ability to extend these strategies to the facilities and work places that support the people that in turn materialise the brand.

Vision Vision

The project vision consists of the all encompassing themes that straddle and give direction to a project. These example documents served as a tool with which to test all the various solutions for the building that have been proposed to date â&#x20AC;&#x201D; against these clearly defined image and brand objectives. The audiences for these documents were the Business Committee, the design teams, and later on, it was used as a communications tool to the wider group of tenants. The Image and Brand brief is but one of five briefing documents that made up the overall vision for this project. A building contains key constituent elements that define the following: how it looks and feels, how we are supported, how it enables us to work more effectively, the business environment within it, and how technology ties it all together. Each of these elements is covered by its own briefing document quite similar to the Image and Brand document.

These five documents establish the high level objectives, goals, aspirations and philosophy for the design and use of the environment within our new building. This vision will form the foundation and guidelines for subsequent and ongoing briefs that are being developed for different parts of the project, ensuring that each meets the needs of the occupier as well as supporting the overall goals and strategy of the business.

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Mapping Brand Across Time + Space D I S T R I B U T I O N O F B R A N D AT M O S P H E R E

Power

What is brand atmosphere? Creating the right atmosphere for Barclays involves managing the interactive human experience: for example, the retail environment experience, the

Skyline Edifice Empowered Staff Leadership Zones

website experience, the call centre experience, the head office experience.

Access

Pause for customer consideration Choice of ways to engage services Services and competencies

Pulse

Power

Brandsâ&#x20AC;&#x2122; authority and distinguishing characteristics

Expertise Work Life Learning Zone Leadership Zones

Interface

Lift Cars Reception Meeting Areas Learning Zone Social Life

Pulse

Expertise Engagement Think Space The atmosphere experience: Defining these levels helps us tune the atmosphere to different needs. These can be represented in the form of a concentric model. Atmospheres are made

Think Space Approach Entrance Lift Lobbies Atriums Social Life

up of a myriad of sensory inputs and behaviors which work together to feed our emotions and engage us. We can orchestrate these elements to create the desired atmosphere.

Access

Jumping On The Brand Wagon | Page 85

Mapping Experience Across Time + Space T H E E X T E N S I O N O F A N O V E R A L L T H E M E A C R O S S A P R O J E C T: M A C R O T O M I C R O

COMMUNITY CONSUMERS CLIENTS

Facility exterior: we have the ability to influence perceptions.

Facility interior: we have the ability to control perceptions.

MACRO ENVIRONMENT

CITYSCAPE Industry Repositioning A strong, solid presence on the skyline. Up there with the major financial institutions—but setting itself apart. Barclays is different. There is a freshness that stands out from the crowd. A confidence in itself that is not afraid to go out of the ordinary. The building waves the flag high for Barclays.

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EDIFICE

APPROACH

Community Position Blue light shines bright from the building — from the powerful heart of the organisation (and yes ok, we could have the Barclays name at the top of the building — but that wouldn’t be out of the ordinary would it?).

Financial District Good, clear directional signage starts the moment you approach the building and it is easy for you to navigate your way to the building. The message is clear: ‘This is Barclays and you want to go this way’.

Anticipation rises as the pulse from the building draws you closer. It is clear that this is a place of knowledge and authority.

The approach is solid, crisp and purposeful. You are being welcomed into a world class organisation.

GREETING Barclays Culture With Barclays you are given space. The entry is expansive, cool and fresh allowing you to think and pause. The welcome is friendly and calm. Directions are clear and effortless. Smooth, solid, long-lasting materials provide reassurance. There is a foundation of rich heritage and an anticipation of future innovations. The energy is engaging with a buzz of movement in and out of the building.

The journey from cityscape to desktop has an overarching demanding experience: to successfully strategize with you a distribution of your brand attributes across your architecture. There is a desired audience response to each component within the strategized experience script.

C U LT U R E COLLEAGUES MICRO ENVIRONMENT

COMMON AREAS

WORKLIFE

Facility Synergy The building consistently reflects a single inclusive brand, which brings people together and creates synergy.

Seamless Attitude As you step out onto the office floors, you are stimulated by the expertise around you.

Shared spaces provide a variety and choice of settings in which to meet, socialise, learn and have fun. These areas are uplifting and create the corporate glue which binds the organisation together.

Energy is focused and inspiring. Cross-pollination across teams is effortless. This is a place where knowledge travels fast through agile team areas and accessible meeting areas.

Colour and texture are strong to create rich, stimulating environments.

Atriums provide expansive volumes of think space and provide forums for discussion and knowledge transfer.

T E A M S PA C E

DESKTOP

Sense of Community At Barclays people are visible and business is visible. The Brand is a unifying factor and sets a common goal.

E-Enabled, Empowered You have the technology and process tools so can do your best and be most productive. The work environment is open, light and natural.

The process of attaining those goals is flexible and respects the diversity of its groups. It strives to learn from these differences and continually evolve. Work is fun and stimulating.

Colour is played softly. Your coffee mug brings the brand to your desk. Connection to the corporate website as you sit down at your desk in the morning connects you to the wider Barclays community and reminds you of the organisational reach and the power you have to contribute. Jumping On The Brand Wagon | Page 87

Promotional Tour Experience V I S I T C H O R E O G R A P H Y W I T H A N O P T I O N A L L O O K B E H I N D T H E C U R TA I N

PROMOTIONAL

P R O P R I E TA R Y

Site identity

Site arrival

Workplace

Showcase

Research

Lab

Facilities

Showing off while keeping secrets: In R+D environments the visitor experience is a journey from outdoor to indoor, from promotional to proprietary, from greeting to guarded. Defining these levels helps us tune hospitality and security to different environments. These are represented in the form of a concentric model.

Strategized

Structure visits such that safety,

Collaborative

hazard and contaminant sensitivity

Cross-Pollinating

is always located behind the

WorkLife

proprietary line.

Experience

proprietary

Protecting Intellectual Property

promotional

Research

Strategized

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Development

Promoting Capability and Capacity Promoting Process Innovation

Visitor

Marketing

Promoting Commercial Offering

Experience

Showcase

Promoting Enterprise Position

controlled

Site Arrival

Promoting Brand Personality

public

Site Identity

Promoting Brand Recognition

Promoting Proprietary Environments I N V I T I N G V ERS U S E XC L U D I N G , P R O M OT I N G V ERS U S P R OT EC T I N G

There will always be the promotional visit whose goal is to showcase the commercial product or monetized competencies — where transaction now or in the near future is the desired outcome. These are orchestrated, scripted, formal, hospitality infused. At the other end of the spectrum is the confidential engagement that leads to investment or partnership o r ideation — where unscripted informality can facilitate the desired outcome of exchanged insight.

Informality

proprietary promotional

Hospitality

controlled public

Activity

Audiences

engage

thought leaders

Prototypes + Possibilities

Futurists

Incubating Ideas

Internal Collaborators

Enterprise Pipeline

Specialist Recruiting

Early Trials

Development Partners

Alpha Test

Venture Partners

demonstrate

opinion framers

Unreleased Products

Focus Groups

Pilot Products

Co-Marketers

Enterprise Innovation

License Buyers

Late Trials

Market Analysts

Beta Test

Selective Media

showcase

opinion leaders

Released Products

Clients + Customers

Product Spectrum

CXO Suite

Enterprise Offering

Purchasing Channels

Regulatory Approval

Financial Analysts

Product Launch

General Media

Protected

Promotional

Site Arrival Jumping On The Brand Wagon | Page 89

Internal and External Audiences Inventoried U N D E R S TA N D I N G A U D I E N C E S A N D M E D I A P R E F E R E N C E S

A good deal of our efforts are often focused internally. Some topics are hopefully so positive that osmosis will occur to external audiences. Some topics such as societal and sustainable initiatives may actually capture external PR and media attention. Some of that media attention should be actively strategized and solicited.

Resident Employee

Visiting Employees

Partners and Clients

Families of Employee

Recruits to Enterprise

Primary Audience

Secondary Audience

Internal audience

Media Solicited to Engage with Story

Greater Community and its Visitors

Secondary Audience

Tertiary Audience

External audience

Attracting XYZ to INC: North America’s XYZ generations have grown up in western culture’s Entertainment Economy. They have also grown up digital: consuming digitized entertainment, co-authoring network content, and visibly contributing opinions that then become broadcasts. The XYZ worklifestyle comes with expectations: meetings are edu-taining, presentations will be info-taining, the amenities retail-taining. To get a Like, the workplace will need to be engaging. The setting social. The art kinetic. The screens interactive. The day digital. The moment multi-tasked. The work game-like. The workteam multi-player. The traditions of nose-to-the-grindstone are being replaced by XYZ’s digit-to-the-touchscreen, and eye-to-the-play button. Add: gesture-to-the sensors, swipe-to-the-scanner, and link-to-the-upload. Tech savvy yes, but also anticipatory and expectant of visually activated, sensory-filling workdays. Distraction becomes an attraction. Options are desired, choices required. Self-navigated exploration — learned on-screen — now applies to the day spent in the workplace. The workplace now requires Likes, an app, and a hash tag. It needs to be Pintresting. Bloggable. Stumbled. A formula for XYZ retention: atoms activated, pixels plentiful, bits bountiful. Page 90 | Modern Cave Painting

Economy of Attention and Generational Preferences for Media U N D E R S TA N D I N G A U D I E N C E S A N D M E D I A P R E F E R E N C E S

Profiling is project-specific however after an initial pilot these profiles can be culturally adapted to east coast, west coast, Korea, England, Saudi Arabia, etc. As in any generalization, exaggeration occurs and there are certainly mixed profiles (30 year old PhDs who read print and 60 year olds who text and tweet). Spectrum mapping helps determine attributes of the audience experience. Establish target areas on the generational spectrum depicted below. Read Paper

Watch Screen

Media

50 Study

40 Attention

20 Scan

Environments that you See, Skim, Study: An environment dedicated to the present moment — absorption of content as an in-place experience. Offer of messaging and content is accepted and consumed by you on the spot, in the space. Tradition is now undone by technology. The new media acronym: BYOD (Bring Your Own Device). There is now a receding sea of separation around the islands of digital devices, which will arrive at one continuous landmass of digital experience: device agnostic. The traditional See, Skim, Study progression of audience interest now evolves to include Scan, Swipe and Sense. Environments that Scan, Swipe, Sense you: Scan: Your device collects links to data for future attention — or display will pick up proximity scan if you subscribed to that topic on enterprise or facility app. Swipe: Interact with pass-by, topical screens by swiping smart badge or personal digital device and get an uplink or download about that topic. Sense: Sensors in your device (or eventually in you) detect your environment and selects — from data offered by your pathway — the types of information you have included in your self-administered filters and settings. You enjoy an at-a-distance, at-your-leisure, absorption of the offered content— remote from the environment that originally offered the interaction. The offer of messaging and content is accepted simply by your proximity via protocols you decide to select. Jumping On The Brand Wagon | Page 91

Unified Beliefs BR AND PERSONA AND SHARED BELIEF SYSTEMS

Brand beliefs and corporate persona are evidenced in the visual design of every facetof enterprise communications and collateral. Industrial design and graphic design meet and marry across a multi-faceted array of corporate identity. A branded environment is successfully represented in print and pixel, in foreground and backdrop, in sponsorship and philanthropy. These visual designs package the mission-critical and the mundane with one unifying look and feel. The spectrum of critical communications to complementary collateral all offer consistency in their visual positioning of the brand. Permanent facilities and temporal tradeshows received the same design rigor and reflect the same personality of place. Typography and color values are consistent but so are the less tangible attributes of voice, attitude, and approachability. It is in this mix of specific fonts and philosophic positioning that brand develops a personality that can be shared and experienced by its audiences. The audiences for these projects have been both internal employee and external client. The goal has been to allow each audience to successfully overlap with the brand, and eventually with one another: external clients and internal associates intangibly sharing tangible beliefs.

Authentic and meaningful interaction between persona and personality of place.

Objective: a unique and valuable brand persona, based on belief systems that attract associate and customer alike.

BUY

BELIEVE

INTO

We use environment projects to optimize and enhance these desired overlaps of internal and external brand perceptions.

Shared values are recognized and facilitated via storytelling environments.

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Unified Messaging BR AND PERSONA AND PERSONALIT Y OF PL ACE

Unified messages for both internal and external audiences: The challenge: manifesting brand persona across both retail and workplace environments through visual communications. Internal communications are informed by external marketing and each is made tangible visual arts and purposeful artifacts. This client asked for an experience enhanced workplace that evidenced brand attributes, advertising imagery, and identity colors. The visual solution used framed ad art, floor to ceiling digital output, translucent glass story walls, and custom imaged furniture fabrics. The artwork was heavily influenced by the visual vocabulary of financial instruments and electronic trading. A secondary theme tied the art to the geographic locale. This initiative undertakes to visually connect associates to both internal enterprise and external customer. A BRANDED ECOSYSTEM

External marketing creates content for retail displays

External Marketing

Retail displays create content for workplace displays

Workplace displays create context for internal communications messages

Internal Communications

R E TA I L

WORKPL ACE Desired outcome: Engage colleagues with enterprise

Desired outcome: Attract clients from market space

Retail displays create context for external marketing

Workplace displays create content for retail displays

Internal communications messages create content for workplace displays Jumping On The Brand Wagon | Page 93

Designing Experiences R E P E ATA B L E O V E R A L L P R O C E S S A D A P TA B L E T O P R O J E C T S P E C I F I C P R I O R I T I E S

Start

End

Time (+)

Time: Fixed or flexible? Phased or fully funded? Independent of, or integrated with, other activity? Cost: Established budget or to be determined? Funding allocated or are we positioning to fund? What is desired price point perception?

100

Experience

Message: Who owns messaging? Who authors content? What media assets exist today? What content requires creation?

Cost

Message 40

Audience

Environment

(-)

Spirit

Audience: Internal audience, external, or both? Arriving with expectations, or setting them? Passive or participatory in the experience? Spirit: Amplifying success or extinguishing dysfunction? Is current reality also the desired end state? What does success look like? Feel like? Environment: Renovating or innovating? Building new or making do? Long-term investment or short-term success? Experience: Are click-thru, read-thru and walk-thru aligned? Are there downloads for each audience? Meaningful? Memorable? Magical?

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An exterior glimpse of the iconic totem creates anticipation for the experience Jumping On The Brand Wagon | Page 95

chapter

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visualizing enterprise culture cultural wayfinding and tribal placemaking

3D scripting of storytelling environments: a feng shui for information, paired with visual haiku, while adapting facilities to act as the media vehicle

Visualizing Enterprise Culture | Page 97

Cultural Wayfinding M E S S A G I N G A N D C O M M U N I C AT I O N S I N S U P P O R T O F C U LT U R A L I D E N T I T Y

The multimedia now appearing in facilities allows collective vision to be depicted and cultural values to be evidenced with increased vitality, agility, and saturation. The highly potent tools of pixels and bits can project a future and engage the present. New channels of communication allow us to better define the ‘Here’ in ‘You-Are-Here’. Cultural wayfinding now has a more versatile global positioning system — and the positioning refers to where we stand behaviorally, philosophically, collectively — in lieu of geographically. These outcomes may require definition or redefinition or invention. These visual totems and signals of cultural direction add a new mantra to architecture and workscape: Culture Follows Experience.

YOU

When we employ these marks on spatial maps, ‘Here’ has always been a physical place. This is the elementary answer

ARE

to “Where Am I?” You-Are-Here can also be used in a timeline. Across time, you are currently here — benefactor of

HERE

a storied past and on the cusp of an anticipated future. You-Are-Here, temporally in time, is now as easy to map as ‘You-Are-Here’ spatially.

Perhaps more evolved thinking would employ the plural: ‘We-Are-Here’. Multi-generational, yes. Diverse humanity, yes,

ARE

but in workplace this pronoun is more importantly thought of as multi-player and multi-site. Collective teams — whose

HERE

connections ebb and flow — and whose interactions result in co-authored and co-produced value.

A richer, more informative marker would offer an explanation of where you are experientially. What 'here' is possible,

WE HERE (

ARE

promoted, prohibited, anticipated, accepted, applauded. The cultural wayfinding totems and organizational direction )

messages would fill in the blank of ‘We-Here-Are'. Those answers would visually lead the way to maximizing organizational performance, optimizing collective culture, crystallizing cultural vision, actualizing brand personality. Culture Follows Experience Here: Stage set and spatial setting, but also the experience of the environment.

We: Embraceable culture that is increasingly akin to multi-player,

multi-locational gaming with collective tribe-like lore and character.

HERE (

ARE

)

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

(Fill In Cultural Blanks): The success attributes, the endorsed behaviors, the encouraged mindset, the collective outlook.

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Perspective is offered in the imagery and in the messaging Visualizing Enterprise Culture | Page 99

Personas and Personalities V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Clients and customers, employees and associates, partners and stakeholders: each can be made more tangible, more approachable, better known. The representation may be literal and true to life or lyrical and metaphoric. These exhibits and displays are portraits and their portraiture paints the workplace with the hues of humanity.

Waiting patients

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Photojournalistic style

Annotated biographies

Collective creativity

Big as life consumers

Fellows celebrated

Stand amidst predecessors

Client profiles

Storied statue

Customer friendly portrait

Visualizing Enterprise Culture | Page 101

Workgroup Identity V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

The desire for identity goes beyond badging and heraldry, though each plays a role in visual culture. Every workgroup is bent on identifying their uniqueness. They are a part of team, service-line, business unit, division: yet each has a distinct and differentiating story to tell. A story of roles, responsibilities, metrics and most importantly, meaning. All desire to display the substance of their work and its rewards â&#x20AC;&#x201D; to themselves and to their colleagues.

Geographic affiliates

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Visible mindset

Leadership personified

Depicting attributes

Illustrated mates

Promoting competencies

Lines of business

Systemshouse stations

Campus components

Overview of team personality

Visualizing Visualizing Enterprise Enterprise Culture Culture || Page Page 103

Products and Services Displays V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Annual report art, product photography, services literature, and advertising campaigns are harvested, repurposed and extended. 3D artifacts and 2D stories present the products and services of the enterprise via exhibit and display. Brand, message and architecture are blended to offer strategically formulated downloads. Form and finish, light and path, all play a role in design success.

Educational displays

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Exhibited expectations

Posterized campaigns

Products illuminated

Products showcased

Visual haiku

Storytelling exhibit

Distant assets made visible

Production metaphor

Options visualized

Visualizing Enterprise Culture | Page 105

Exhibited Artifact V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Product, prototypes, models, memorabilia: these are often the three dimensional evidence of success, culture and team accomplishment. Those successes can represent incremental progress or monumental breakthrough â&#x20AC;&#x201D; and the attendant stage for exhibiting these artifacts will likely reflect that standing. Dimensional objects can serve as either star or supporting prop in the choreographed experience.

Legacy interpreted

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Tools of exploration

Waste management

Initial capitalization

Artful metaphor

Historical preservation

Benchmark brands

Historic reference

Large scale storytelling

Magnified competency

Visualizing Enterprise Culture | Page 107

Geographic Context V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

To define the where in somewhere, we often turn to the clues of geographic context — that which is recognized and nearby. Contextual circumstances might include landmarks or community names and their associated imagery. These visual reference points may be within the region or just across the street. Their inclusion intends to turn generic space into familiar place.

Historical reference

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Skylines interpreted

Landmarks referenced

Community collaged

Ephemeral marketplace

GPS positioned

Homebase celebrated

Legendary location

Geologic tables

Mapping abstracted

Visualizing Visualizing Enterprise Enterprise Culture Culture || Page Page 109

Global References V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Most every act of commerce includes a â&#x20AC;&#x153;whereâ&#x20AC;?: locations of the buyer, the product, the resource, the asset or the facility. We expect to display locations specifically and collectively on maps. We also want to visually exhibit markets and time zones and commercial territories. To master time and space, it helps to first visualize and annotate it.

Continent by continent

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Geographic reach

Investment sites

Sites offshore

State by state

Ephemeral geography

Zone by zone

Webwide world

Scientific worldview

Worldwide network

Visualizing Enterprise Culture | Page 111

Interpretive Murals V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Likely to be large in scale and visually dominant, this medium has presence and creates perception. These are storytelling moments in the workscape. Often subtle, sometimes overt, their pass-by impressions remind us of key attributes and desired outcomes. They take the form of digital output onto fabric banner, canvas mural, plots on walls, film on glass. Often complex and layered, the art can offer visual elements with cloaked meaning that can be discovered over time.

Hard science

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Data storage and retrieval

Geologic sciences

Computational science

Financial performance

Personalized pharmaceuticals

Industrial marketing

Investment marketplace

Bioscience biography

Shared interests

Visualizing Enterprise Culture | Page 113

Glowing Screens V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Our workscapes are increasingly composed of media. Small screens reserve rooms, control lighting, lower shades, operate meeting tools. Large screens present data, display video, augment reality, become art. The broadcast of content is increasingly being eclipsed by the expectation for interaction with â&#x20AC;&#x201D; and co-creation of â&#x20AC;&#x201D; on-screen content. The balanced environment will embrace media immersion yet avoid overload.

Upscale texting

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Supersized messaging

Choreographed screen sequence

Sequential screen story

Rows x columns

Screensaver art

Immersive environment

Motion graphics anchor

Mixing media

Custom configuration

Visualizing Enterprise Culture | Page 115

Pattern Language V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

A repeatable pattern serves as an economical graphic tool. The patterns used in workscape design can be visually artful, with a motif that reflects the context of its setting. Pattern can mark a path, screen a sightline, or denote a territory. Customized pattern art offers the ability to employ organizational color and character in a unique, visual formula that includes subtlety and variation.

Familiar phrases

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Spheres of influence

Waves of words

Genomic graphics

Optical network

Portraiture patterns

Gps coordinates

Complex arithmetic

Active matrix

Custom fabrics

Visualizing Enterprise Culture | Page 117

Embedded Wordplay V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Large, bold, and colorful â&#x20AC;&#x201D; or small, discreet, and discovered â&#x20AC;&#x201D; words of wisdom are readily found in successful communities. These quoted thoughts can be attributed to voices the world knows (and whom we wish to emulate) or voices the organization knows (which we wish to align with). These typographic constructs inside the architecture help frame the cultural conversation inside the enterprise.

Immersive green room

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Motivational touchstone

Petite and discovered

Collective focus

Speaking naturally

Large embedded

Juxtaposed thinking

Whimsical injection

Timely content

Thoughtful furnishings

Visualizing Enterprise Culture | Page 119

Clever Sign Design V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Retail-tainment, edu-tainment, info-tainment: each has become a hybrid construct tying workplace to marketplace. Small gestures act as lasting signals of: creativity-lives-here, wit-is-welcomed-here, charm-has-a-place-here. Wordplay and visual metaphor are often combined to create economical vehicles for signaling personality of place and a collective culture of invention.

Competitive salesforce

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Information technology

Optical networks

Internet technologists

International finance

Computational cafe

Literal metaphors

Networks enterprise

Telephony manufacturing

Software enterprise

Visualizing Visualizing Enterprise Enterprise Culture Culture || Page Page 121

Nature Motifs V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Not surprisingly, links to nature are increasingly found inside manâ&#x20AC;&#x2122;s built environments. The heightened awareness of ecology is introducing the topics of sustainability and natural resources to the workplace. Nature motifs are also desired as a counterbalance to the saturation of ever-new workplace technology. These representations of nature can be universal and abstract or locational and specific to geographic locations in which they are exhibited.

Ecological echo

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Ambient retreat

Metaphoric art

Topographic references

Plant science writ large

Geography reflected

Natural selections

Immersive thematic

Site recycled

Poetic totem

Visualizing Visualizing Enterprise Enterprise Culture Culture || Page Page 123

Art Selection V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Fine art programs are giving way to commercial art — or better said — competency art, contextual art, customized art. Visual design and digital media now allow for the creation of referential artwork that reinforces a specific worklife setting and worklife style. Art curation still plays its role: skill, craft, patience, and creativity are the cultural downloads from traditional commissioned art. The design brief and the backstory behind the art can ensure each commission is highly relevant to the workscape it enhances. Rotating installations across strategized locations extends the value of these amenities.

Strategized scrapbook

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Ephemeral representation

Lyrical interpretation

Geographic context

Site homage

Computer aided art

Cultural context

Regional context

Competency tie-in

Enterprise as art patron

Visualizing Visualizing Enterprise Enterprise Culture Culture || Page Page 125

Creative Naming V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Motherboardâ&#x20AC;&#x2122;s Cafe â&#x20AC;&#x201D; a technology themed food event: Network vocabulary and IP speak are visually morphed to the language of food service for a cafeteria inside a networks switching and routing enterprise producing serving stations with comp.sci and elec.eng wordplay.

C R E AT I V E N A M E

FOOD FUNCTION

C R E AT I V E N A M E

FOOD FUNCTION

Transport Protocol

Tray Pick-Up

Megahurts Desserts

Dessert Station

Gooey In Your Face

Breakfast Baked Goods

Fudge Factor

Dessert Baked Goods

Java Command

Coffee Bar

Techno Culture

Frozen Yogurt

Refresh Display

Salad Bar

Splash Screen

Fountain Drinks

Hot Currents

Soups

Floating Point Unit

Beverages

Deli Ware

Sandwiches

Fast Packets

Pre-Packaged To-Go

Firewall Pizza

Pizza Menu

Significant Bits

Condiment Bar

Sort Order Grill

Grilled Cooking

Cache Processor

Cashier

Switching Station

Theme Cuisine

Hard Disc Processor

Tray Drop

.it address

Italian Cuisine

Hard Disc Controller

Dish Conveyor

Main Program

Full Entrees

Batch Processing

Kitchen Access

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wit and surprise crossed with burger and fries: inventive word handles for amenities and destinations, spoken with accents in the language native to local commerce...

Options Market â&#x20AC;&#x201D; a financially themed food event: Trading vocabulary and brokerage speak are visually morphed to the language of food service for a cafeteria inside a financial services enterprise producing serving stations with creative dividends and return on imagination.

...naming wordplay, retail quality displays, and an entertainment mindset offer the resident culture a download of creativity and innovation.

C R E AT I V E N A M E

FOOD FUNCTION

C R E AT I V E N A M E

FOOD FUNCTION

Hungry Investors

Food and Beverage Program

Round Lot Trading

Pizza Bar

Options Market

Cafeteria Name

Block Transaction

Sandwich Bar

Healthy Outlook

Smoothie Bar

Over-The-Counter-Trading

Grill Station

Market Jitters

Coffee Bar Name

Large Acquisition

EntrĂŠe Station

Nest Egg

Breakfast Bar

Hot Issue Soup Station

Extra Green

Salad Bar

Liquidity Beverages

Cyclical Market

Rotisserie Cooking

Frozen Assets

Macro Economics

Pasta Bar

Reserved Amount Desserts

Frozen Confections

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Vehicles For Visualizing Enterprise Culture V I S U A L T O T E M S A N D G R A P H I C S I G N A L S F O R D E S I R E D E N T E R P R I S E C U LT U R E

Visual Motifs

Brand Lens

Alignment Filter

Personas and Personalities

Photographic style, videographic style,

aligned with storyline

Workgroup Identity

usage, narrative style, narrative voice...

illustrative style, color palette, typography

with brand attributes

Products and Services

with stated mission

Exhibited Artifact

with published values

Geographic Context

with offered vision

Global References

with enterprise personality

Interpretive Murals

with organizational culture

Glowing Screens

with business objectives

Pattern Language

with parallel initiatives

Embedded Word Play

with desired outcomes

Clever Sign Design

with appropriate pricepoint

Nature Motifs

with spatial environment

Art Selection

with interior architecture

Creative Naming

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Audience Filter

Assets Filter

Storytelling Environment

filter for demographics

filter for ready content

The focus of our efforts:

for language translation

for depth of content

visualize and evidence the

for slang and shorthand

for sophisticated strategy

for available attention

for content authorship

for expectant experience

for content ownership

and entertainment culture...

for anticipated participation

for content curatorship

The emerging opportunity: your “spaces”

for co-authoring ability

for lifecycle duration

or intangible, ad hoc or strategized —

for editorial contribution

for visual quality

for gender specificity

for narrative quality

step for architecture, and we are showing

for generational specificity

for media compatibility

canvas, offering both tools and process to

for cost expectation

for creation cost

for media affinity

for media readiness

and visual communications conveyed by

for temporal sacrifice

for media appropriateness

contextual timing at a perceptually right

convergence of facilities strategy and visual technology with communication intent

deliver messages — whether they be visible we have all learned to read ‘environment’. Our premise: this is a logical evolutionary what’s possible within a three dimensional achieve these experience enriched spaces. Our projects: goldilocks-right messaging timely media in expectant settings with pricepoint of cost and attention. Welcome...

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chapter

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modern cave painting amidst the pixilated campfires

scripted experiences and strategized message downloads tied to desired cultural behaviors, enterprise vision and brand values

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Geo-Cultural Themeing Atop An On-Brand Showroom R E G I O N A L S H O W R O O M S T R AT E G Y

This new furniture showroom conveys a Midwestern image “dressed appropriately” for the cultural climate of LA.

The visual component we will use to express regional culture and geographic context requires sophistication. It will serve us best if it offers an immediate “ah ha” moment as well as reveals a lightbulb insight over time. The existing baseline environments require us to offer wit, surprise and discovery. The artifacts and art must be rich enough to offer cues that invite inquiry into the story.

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Culturally Correct Place Setting R E G I O N A L S H O W R O O M S T R AT E G Y

This new furniture showroom conveys a Midwestern image “dressed appropriately” for the cultural climate of Atlanta.

This thematic showroom offers an immediate “ah ha” moment as well as reveal a light bulb insight over time. The graphic arts in these environments offer wit, surprise and discovery. The artifacts and art are rich and offer cues that invite inquiry into the story. That storytelling exchange (repeatable myth and lore) between the brand and its audience creates an interpersonal chemistry supportive of sales. It is in this way that personality of place sets the stage for internal staff to express personality of enterprise. The come-away download is pride of (show) place, pride of region and pride of enterprise. These showroom graphics set the stage, position the props, seed the story, all the while aligning with the brand personality.

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Corporate Voice, Chicago Accent R E G I O N A L S H O W R O O M S T R AT E G Y

This new furniture showroom conveys a Midwestern image â&#x20AC;&#x153;dressed appropriatelyâ&#x20AC;? for the cultural climate of Chicago.

There exists today a critical mass of showrooms (paired with a head office environment) that present us with a formulamatic approach to personality of place. The experience of these existing investments represents the baseline for experiencing organizational culture via environment. These are the minimum expectations which, should we ignore, we would be celebrating the difference in design firms rather than reinforcing a consistency across Allsteel personality of place.

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Corporate Content Within a Boston Context R E G I O N A L S H O W R O O M S T R AT E G Y

This new furniture showroom conveys a Midwestern image “dressed appropriately” for the cultural climate of Boston.

In opening the showroom design door, we are entrusted to get the formula: match the existing baseline, and clone a brand voice with an Atlanta accent and an corporate personality bred in Boston. We succeed by offering a version of Boston (or Atlanta or LA) as if seen through the brand lens of the client. To match the existing baseline we will need to: balance corporate marketing image with regional metaphor imagery; offer on-brand ad copy alongside regional wordplay; accommodate regionally expressive art alongside the client’s commercial art.

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Learning Experience LEARNING CENTER

A hands-on learning solution for a global wells institute employs both art and artifact.

This learning center’s initial course dependency on physical artifacts will drive kit selections required in the displays. Students in steel-toed shoes expect hands-on displays — so we want design that says approachable — more accessible than the hands-off feel of a museum exhibit. As we are executing the build-out of a long held master plan, these displays are continually tied into the existing visual vocabulary of the center. Mobile carts will be used to transport kit into classrooms for study and then wheeled out to storage until needed again. All alterations are repurposable as this client has a building exit strategy in the future. All displays are mobile and modular, able to morph and adapt to ever newer digs.

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B BP P C CO OR RPPO OR RA ATTEE LLEEA AR RN NIIN NG GC CEEN NTTEER R Houston, Houston, Texas, Texas, USA USA

Exploring Education LEARNING CENTER

A A learning learning center center that that explores explores exploration exploration and and production production aided aided by by graphic graphic arts arts and and visual visual artifacts. artifacts.

A learning center that explores exploration and production aided by graphic arts and visual artifacts.

The learning that takes place throughout this environment is enhanced by the displays distributed throughout the floor plate. The science of geology and the geography of the enterprise are evidenced in a wide ranging scale of subtly and super graphic. Lyrical references to plate tectonics are used to screen meeting room glass. Literal core drill imagery wraps two-story structural columns. The visual displays reinforce this clientâ&#x20AC;&#x2122;s competencies and make the userâ&#x20AC;&#x2122;s education continuous. All displays were designed specific to this site yet documented in a way that allows them to be exported to a network of learning centers.

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The The learning learning that that takes takes place place throughout throughout this this environment environment is is enhanced enhanced by by the the displays displays distributed distributed

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Financial Lessons Plan EXPERIENCE ENHANCED WORKSCAPE

Spotlight the unique and quasi in quasi-governmental pension fund administrator for educators.

We have undertaken to strategize and script oneâ&#x20AC;&#x2122;s experience of the building and use it to position positive messages in the minds of three distinct audiences: state employees, California teachers, and international investment partners. Those messages intentionally honor the teaching profession and connect the employees of the stateâ&#x20AC;&#x2122;s retirement system with the educators benefitting from this investments enterprise. All content is executed with a California accent. Parallel with this script is an exercise to correctly position the client as a significant investor in world markets. Those messages include investment acumen, financial stewardship, social responsibility and green investing.

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Visible Energy EXPERIENCE ENHANCED WORKSCAPE

A communications initiative labeled “Visible Energy” uses graphic arts to enhance a client’s New Orleans operations center.

The linear progression of time is evidenced in exhibit walls celebrating historical milestones; mission and value displays informing today; and vision statements depicting tomorrow. The vertical progression of the four story building acts as a vehicle for more lyrical art tied to geology and the layered four strata of sky, shore, sea and sands.

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Visible Energy EXPERIENCE ENHANCED WORKSCAPE

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Marketing Machine FACI L I T I ES A S A M ED I A V EH I C L E

The engine manufacturerâ&#x20AC;&#x2122;s lobby is transformed into a storytelling experience via bold messaging and exhibit solutions.

Visitors are engaged by a mixed-media presentation of words, pictures and artifacts that transform the landmark lobby space into a visually rich, branded environment. These immersive displays also provide an educational perspective for associates, recounting the companyâ&#x20AC;&#x2122;s long history and depicting the evolution of their brand's storied success.

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Kinetic Worklife NEW VISUAL WORKSCAPE

Health enhancement solutions for consumers depicts vibrant and energetic graphics in their workplace.

The clients focus is promoting a healthy lifestyle: encouraging users to set a goal, subscribe to a challenge and, track their individual progress. Brightly colored, active silhouettes shown throughout the space help to convey the health incentive programs, such as vitality age. The silhouettes also serve as a guide on the walking trail through the middle of the workspace.

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Innovation and Environ EXECUTIVE BRIEFING CENTER

The experiential graphics for this briefing center visually illustrate software characteristics of agile, scalable, pervasive and embedded.

The art reflects this thrust while displaying a uniquely Californian appreciation for the natural campus setting. All briefing rooms are named for both a California ecology steward and a code development function: John Muir (Resource), Ansel Adams (Development) and John Steinbeck (Research). The graphic art mixes the lives of these individuals in layered, windowed, iconic visuals and C++ coded narrative. Relating to the ephemeral nature of software, graphics are translucent and, in some cases, backlit.

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Contextual and Computational EXECUTIVE BRIEFING CENTER

This briefing center design illustrates the behind the scenes aspect of “middleware” and integrates a strong local site connection.

Using a grid based on the “powers of 2” throughout the space provides a scalable, structured element for visual interconnectivity between graphics. Three murals represent the technological aspect of “middleware” with layered, dynamic imagery and references to icons and brand terminology. Mounted under glass, the art becomes a window into the world of interconnected software. The three main conference rooms are named for the cities that make up Research Triangle Park, and the photographic murals in each room reflect iconic aspects of each city.

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Scaleable Computing Landscape EXECUTIVE BRIEFING CENTER

An integration of computing competency and desert context using original artistic collage and visual metaphor.

The environmental graphics for this executive briefing center marry the business machine competencies being offered and the geographic context they are being offered in. The clientâ&#x20AC;&#x2122;s scalable computing landscape is presented in the three mountain ranges that define this regional desert landscape. Extensive use of digital output for custom-created murals printed to various media supports the scalable computing landscape theme. Each graphic effort uses original artistic collage and visual metaphor to integrate computing competency and desert context. This creates the types of storytelling opportunities between staff and customer that build interpersonal chemistry and foster memorable visitor experiences.

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Big Blue, Local Color EXECUTIVE BRIEFING CENTER

Massachusetts location presents software competencies intertwined with regional context.

Engaging use of lighting and muralistic displays depict the five color codes of the client’s software lines. Messaging continues with scalable grid-like vision screens and industry specific icons on glass. Continuing with previous cultural themes, the briefing rooms are named for regional enterprise sites. Imagery weaved into each room mural reflects the “visual DNA” of the selected cities.

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Living the Life Sciences HEAD OFFICE EXHIBIT PROGRAM

Competency and brand comes alive as visitors step through the front door of this corporate center.

Here visitors are greeted by a dramatic, mixed-media presentation of words, pictures and images that transform the lobby into a powerful symbol of the noble client mission and its timeless character. Three-dimensional, largerthan-life exhibits convey the essence of clientâ&#x20AC;&#x2122;s brand. A 12-foot metal sculpture and story table depicting one of the first children treated with clientâ&#x20AC;&#x2122;s insulin create a focal point. The sculpture is the hub from which the Life, Science and Horizons halls extend to evoke different facets of the brand.

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Historical Experience H E A D O F F I C E H E R I T A G E D I S P L AY P R O G R A M

A corporate history environment is extended and brought up to date to include a survey of “today” and a reference to “tomorrows.”

A display design completes a heritage exhibit covering 130 years of corporate history. The additional displays chronicled business acquisitions, evolving company leadership, historical stock ownership, and workplace history. A two-story display penetrates the stairwell leading to the corporate theatre and auditorium. This floor offers messages from today in its focus on employee recognition and training. Messages of tomorrow are represented in the ecology and philanthropic displays that present a long view toward sustainable design and community engagement.

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An Affiliation With Place W O R K S C A P E I N V I G O R AT E D W I T H B R A N D A N D V I S U A L I D E N T I T Y

This workscape readily embraces the metaphors of molecular bonds and elemental connections.

This project fuels the human chemistry of interaction, collaboration, and creativity. In this environment, feeling connected to one’s work and one’s colleagues and one’s enterprise logically leverages the models of scientific chemistry which are client’s life blood and pipeline. In its storyline, this client workscape is rewarded with added dynamism and energy, color and creativity. The personality of place trends away from corporate speak and embraces humanistic bond and collegial connection. The media and messaging is evolutionary — yet the resultant workscape is revolutionary.

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An Affiliation With Place W O R K S C A P E I N V I G O R AT E D W I T H B R A N D A N D V I S U A L I D E N T I T Y

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Re:Discovery Campus C A M P U S P L A N N I N G A S A N A G E N T F O R C U LT U R A L C H A N G E

The high altitude goal of this work has been to lead a historically G+A campus to now think and live R+D.

The goal of this project is to create space reflecting a desired spirit by applying visual merchandizing techniques to knowledge work. This effort is applied both internally and externally across the campus (with an ability to export these ideas to other campuses in the future). We offered placemaking ideas that employ landscape, streetscape, workscape settings to effect an invigorated mindscape. A great deal of this work employs visible marks and symbols, pithy copywriting, and creative imagery to evidence a 21st century version of the client. These visual communications and creative artifacts are by their every evidence intended to enhance the emotional contract between client and the individual employee.

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Cultural DNA Writ Large EXECUTIVE WORKSCAPE

The renovation of these executive offices also afforded an opportunity for a symbolic renovation of corporate culture.

Visitors as well as resident executives are engaged by messages, both pertinent and probing. Displays evidence the product successes of today and the product pipeline of tomorrow. Behind each is a celebration of the waiting patient. The Board of Directors area pays homage to financially successful breakthroughs, yet balances those messages with poignant words and imagery of humanistic patient stories. Several quotations are displayed along with creative graphic enhancements to room signage. The overall visual thematic is reinforcing of an intended evolution in executive culture.

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Cultural DNA Writ Large EXECUTIVE WORKSCAPE

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Artful Science FACI L I T I ES A S A M ED I A V EH I C L E

A workscape that visually celebrates the journey from Point R to Point D.

A new research and development site in Shanghai cultivates visual ties to both a rich history in pharmaceuticals and an anticipation of breakthroughs. Prior successes in workscape branding and messaging benefitted the Shanghai laboratories. Existing media assets were successfully adapted to these facilities. Yet the context drove adaptations and additions to clientâ&#x20AC;&#x2122;s branded workscape portfolio. The absence of century old corporations in China made heritage a differentiator and historical imagery played a large role in that positioning. The competitive recruitment environment also tilted the installation toward large scale, colorful science imagery that included Chinese translations and imagery that was decidedly youthful and ethnocentric.

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Prescriptive Brand Delivered PHARMACY TOUR EXHIBITS AND MESSAGE ENHANCED WORKSCAPES

A strategized facility tour engages audiences using a variety of graphic displays and interactive experiences.

Visual elements are designed to tell the story of highly skilled people teamed with cutting edge technology. Team members are recognized and appreciated in large scale graphics. Interactive video displays immerse the audience into typical client scenarios. Industrial machinery is reimagined as fine art photography. Complex industrial processes presented in creative and lyrical ways are entertaining as well as informative. Although all graphics were designed specific to this site, they are easily exportable for use in other locations.

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Surfacing Competencies WORKPL ACE MIRRORING MARKETPL ACE

The lobby and its exhibitry offered these joint venture partners the opportunity to visually communicate their strengths and to establish a unified culture.

The lobby design evokes the pipeline and nautical nature of undersea energy exploration and production. The exhibits evoke the pipe column and turnbuckle vocabulary in nautical gray. The blade signs honor the ship’s hull shape and display product descriptions below the “waterline.” Custom banners highlight individual offerings while depicting an interconnected competency. Lobby exhibits immerse visitors in the enterprise, and the theme carries that mind-set through an environmental graphics program in which workplace mirrors marketplace.

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Growth Markets HEADQUARTERS WORKSCAPE

The evolved DNA for a 100 year old life sciences start up is made visible via a vocabulary of on-culture displays and graphics.

Our task: a supporting thematic which would present an effective design solution without compromising the clientâ&#x20AC;&#x2122;s desired creativity. Seed the workplace with innovative graphics while presenting a meaningful interpretation of a new identity and its signal of cultural reinvention. The new executive workscape reflected this in the use of recycled materials, handcraft, and whimsical design for the environmental graphics. Most legends are presented with translations to major languages of the world to reinforce global thinking. These graphics and displays download a sense of creativity and innovation, thus aligning them with their new creative corporate image.

Designed and delivered in collaboration with the marvelously talented Christine Fullgraf of Tempus Fugit.

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Brave New World Headquarters C R E AT I N G C O M M U N I T Y I N A R E N O VAT E D M A N U FA C T U R I N G FA C I L I T Y

Messages regarding changing enterprise markets and evolving corporate culture are layered into a thematic environment.

This project is a conversion of an 800,000 square foot facility from an underutilized manufacturing plant to a 21st century world headquarters. The city planning concept employed indoors allows the huge floor plate to be broken down into plazas, parks, monuments, and neighborhoods. Some neighborhoods are occupied by residents, some by restaurants and shops, others by a corporate museum and conference centers: a city under roof. The three dimensional graphics used on this project replicate the layered diversity and engaging vitality found in urban wayfinding.

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The Networked Workscape FACI L I T I ES A S A M ED I A V EH I C L E

The desire to assimulate into Asian markets drove the thematic experience behind the experiential graphics.

The project reinforces the client’s desire to be perceived as an Internet enterprise having only recently evolved from a telecom-focused manufacturer. Wayfinding is reinforced by compass point displays that are collaged with the client’s Internet product imagery (as well as the URL’s of countries in that geographic direction beyond Hong Kong). Navigation through the workscape literally adapts references from the World Wide Web (search icons, arrow pointers, etc.). The client’s corporate colors and typefaces are used throughout, as are visual references (light, color, wavelength) to its leadership in fibre optic networks.

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Light Makes Vision Possible EXPERIENCE ENHANCED WORKSCAPE

R+D facility houses offices, labs and research supporting the evolving use of light waves to transport data and knowledge.

The experience of optical research is presented with references to the physics of light and color, as well as human sight and intellectual vision. The interior design supports the theme with creative lighting and material finishes that reinforce the attributes of light transmission: transparency, translucency, reflection, polarization and diffusion. Each floor is presented in a dominant wavelength color from the visible light spectrum, with black, white and grays for more generic graphics repeating on all floors.

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Technology Habitat R + D FA C I L I T I E S I N A N AT I O N A L G R E E N B E LT

Campus expansion onto a national greenbelt required an environmentally sensitive plan and resulted in a “Networks in Nature” thematic.

This 800,000 square foot campus was themed around the forest, field, garden and river that once defined this site. Each of the four buildings adopted one habitat in its art, artifact and naming semantics. A wide variety of media were employed to add nature back atop the workplace that had taken its place. Local crafts workers utilized natural materials for much of the art, while local artists created amenity graphics that echoed local heritage. Each habitat is unique in its own way yet echoes the artifice of the others. All four consistently tie into the central theme. These technology sophisticated workscapes also benefitted from an interior design that reinforced the “Technology Habitats” experience.

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Techno Connexions EXPERIENCE ENHANCED WORKSCAPE

This Montreal project connects a multi-building site housing the diverse functionalities of marketing, research, manufacturing, and fulfillment.

On this mega-campus, visitors could tour this client’s end-to-end business capability. Located in Quebec, the design required a decidedly Francophile solution. Accommodating the established French legacy culture, while advancing the techno culture “of the new”, posed a challenge answered in bold, artful, dynamic statements. This project included a full exterior wayfinding and environmental graphics program.

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Navigating Networked Competencies EXECUTIVE BRIEFING CENTER

Market positioning is reinforced through extensive use of digital output and custom-created media.

The design uses fabric, furniture and finishes to communicate the messages of “global” and “creative.” The four briefing rooms were named How, World, Shares and Ideas, echoing the enterprise thrust statement, with Shares being appropriately sub-dividable. One wall in each room displays a custom mural supporting that facet of the theme. Monitor displays and dynamic media content were balanced with more traditional, passive graphics and custom furniture tools that included graphic embellishments.

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Enlightened Workscape WORKPL ACE TIED TO MARKETPL ACE

Energized workscape presents visual evidence of the illuminating competencies that reside within.

Colorful accent walls define internal neighborhoods and align with interior design palette. Each color accent wall claims a portion of the light spectrum as its own. That color tints the muralistic scale imagery harvested from this manufacturerâ&#x20AC;&#x2122;s product catalogue. Vertical spectrographic patterns from the lighting world are paired with pithy headline text from the marketing world. Completing each wall display is the full color photograph printed large and integrated into the exhibit. Lighting products manufactured by the client illuminate these lighting success stories.

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Chromatic Competencies WORKPL ACE TIED TO MINDSET

Nature-themed murals within a colorful habitat reinforce an overall mission of customer â&#x20AC;&#x201D; and workplace â&#x20AC;&#x201D; well-being.

Upon entering the visitor lobby one finds a dimensional logomark in conjunction with the internally illuminated product display wall summarizing commercial competencies. Artful patterns on glass appear around the town square with an additive visual expansion of the vocabulary of the pattern. Glass front meetings rooms use pattern to code room use. Muralistic imagery pursues the color spectrum theme and reinforces a desired focus on nature. Nature-themed murals are installed edge to edge and floor to ceiling throughout the corridors. In the reception lobby, digital output of current advertising imagery reinforces attributes of enterprise personality.

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Illustrated Worklife STORY TELLING WORKPL ACE

Informative market references are transformed into visually inviting art murals that are complimentary to the corporation’s visual identity.

Full-size, scalable, and expressive murals communicate messages ranging from life safety rules to stratification charts to geological maps interpreted in an artful way, yet stylistically aligned with the client’s existing brand vocabulary. These murals introduce vibrancy and energy into the space and serve as the office’s visual focal points for social gatherings while first time visitors are offered a rapid introduction to the team’s competencies. With the purpose of celebrating the highlights and past successes of the regional team in mind, the design and the illustrative art on the murals were created using the team’s own photographic artifacts, thus making the murals more meaningful to their owners.

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Corporate Culture Materialized ON-BR AND WORKSCAPE

A modest workplace is enhanced with a colorful, message-rich workscape that emphasizes brand attributes.

This initiative undertakes to visually connect employees to both internal enterprise and external customer. The enterprise culture is made visible and the brand brought to life within a visually rich, creative interior design. Color and message are intertwined in a complimentary environment reinforcing an entrepreneurial corporate culture. Displays allow for churning campaign messages, award and recognition postings, and vision/mission/promise displays. The colorful interior is accented with large scale black and white photography representative of customer demographics. Floor-to-ceiling wall murals activate the circulation and amenity spaces with layered typographic and illustrative content.

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ROI: Return On Imagery, Inspiration, Intangibles N AT I O N A L H E A D Q U A R T E R S

Workscape becomes a stageset where brand and desired enterprise culture are evidenced for associates.

A new 11-story headquarters consolidates more than 2000 corporate, technology and operations employees into one of the countryâ&#x20AC;&#x2122;s largest LEED platinum buildings. The design focus: create a high energy and fun themed workplace. Geographic context, financial competencies and the history of the company inspire the graphical displays. These efforts articulate the vision architecturally: worklife messages mirroring an enterprise culture. The physical bridge between enterprise and employee is the environment. The result is a new age of financial workplace that put emphasis on boosting employee engagement with the brand.

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ROI: Return On Imagery, Inspiration, Intangibles N AT I O N A L H E A D Q U A R T E R S

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Workplace As Brandscape FACI L I T I ES A S A M ED I A V EH I C L E

An overarching brand refresh leads to a workscape refresh across a national real estate portfolio.

Migrate the vocabulary of creative visual content authored for external retail audiences to the internal associates environment. The client asked for an experience enhanced workplace that evidenced brand attributes, advertising imagery, and identity colors. The visual solution used framed ad art, floor to ceiling digital output, translucent glass story walls, and custom imaged furniture fabrics. The artwork was heavily influenced by the visual vocabulary of financial instruments and electronic trading. A secondary theme tied the art to the geographic locale. This initiative undertakes to visually connect employees to both internal enterprise and external customer.

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Workplace As Brandscape FACI L I T I ES A S A M ED I A V EH I C L E

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Financial Journey O N - B R A N D R E TA I L E N V I R O N M E N T

An overarching brand refresh leads to branch updates across a national network of resource centers.

The evolution of enterprise and itâ&#x20AC;&#x2122;s corporate identity is cascaded across its facilities. Branded print and pixel treatments are evidenced in three dimensions by the retail environment design. Interior and industrial design for these customer facing environments mirrors the brandâ&#x20AC;&#x2122;s promotional and collateral materials, while orchestrating a client experience that is equally aligned with the brand. The retail design is formulated to adapt to a variety of space configurations and provides opportunity for references to the geographic community of each location.

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Financial Journey O N - B R A N D R E TA I L E N V I R O N M E N T

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Insuring Cultural Context EXPERIENCE ENHANCED WORKSCAPES

Scalable thematic concepts for facilities: a logical extension of community planning as well as the evolution of brand to style of work and place of work.

A variety of visual media was employed to orchestrate the rich overlay of messages across this new workscape. Brand and corporate identity were the initial layer. The varied competencies of insurance, banking and investment were layered atop, with distinct line of business expressions. Connections to the customer were evidenced with a mix of military heraldry and patriotic imagery. This media included wall murals, workstation scrims, and amenity graphics. This experience enhanced environment was completed with artful nods to the geographic context of its desert location.

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Innovating Environment S U S TA I N A B I L I T Y C E N T E R

A sustainability center puts the show in showcase by promoting competencies and facilitating hospitality within a “walk-the-talk” facility.

This innovation center offers a menu of collaborative settings, each provisioned to adapt to the subject and scale of events. The interior design includes LEED Gold metrics while offering a neutral stage set for rich, on-screen media. The reception and support spaces offer a sustainable thematic around client’s competencies: exhibits inform and displays invite. Visitors interact with exhibits and leave their mark in an idearich environment.

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New ROI: Return on Imagery I N S TA L L E D B R A N D C O N T E N T C R E AT E S F R E S H C O N T E N T I N O T H E R M E D I A C H A N N E L S

Commercial Backdrop

HQ Lobby Display

Display art that becomes backdrop, stageset, artifact, and lore

3 Storey Lobby Display becomes Broadcast Background

Employee Award

Company Collateral Lobby Focal Point becomes Annual Report Background

Enterprise Website

Press Photo

Multimedia Art Workscape Art becomes Broadcast Background

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These environments become backdrop and stage set: Installed success creates visual content (and corporate lore) for inclusion in the next annual report, ad campaign, home page; this is a tangible return on imagery. Through the visual interpretation of corporate strategy, the enterprise can effectively shape its culture in the minds of its workforce as well as position its competencies in the arenas of the market place. Each hard won success can be catalogued History of Teaming display becomes Employee Engagement

and exported to any worldwide affiliate. Like nodes on a network, each site can offer connected culture via repetitive message and consistent presentation. Read Annual Report with Branded HQ Imagery See Broadcast with Branded HQ Imagery + Visit Branded HQ Environment = Visually (Culturally) Aligned Enterprise Experience

Enterprise Timeline becomes backdrop for Leadership Portraits

Our completed projects supply us with a visually rich toolbox Clients have increasingly asked us to expand our work to highly branded environments, where renewed settings enhance the impression of all who experience them on-screen or in-person. Our project work creates a visual vocabulary that influences tradeshow, annual report, multimedia, employee awards, visitor mementos. We began harvesting existing media and messages to display in environments, and now these projects are creating media opportunities and become messages within themselves. Experience enhanced environments that serve

Workscape becomes Webinar Backdrop

as backdrop and stageset, that become spatial artifacts and destinations, that create enterprise myth and lore.

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Repurposed Exhibit Assets D I S P L AY G R A P H I C S A N D E X H I B I T I M A G E R Y R E M I X E D F O R A D D E D V A L U E

Both passive, off-screen exhibits and dynamic, on-screen electronic displays can play a role in branding and messaging. Each plays its part, and even though this project was focused on off-screen, larger format architectural graphics that impact the perceptions of the work environment, the art files can be equally repurposed to electronic media. Graphical content prepared for the workscape has

Photography of three-dimensional artifacts becomes digital asset

the agility to export into tangential communication initiatives. The graphic content created for the three dimensional exhibits can be adapted to other media channels. In addition, photography of the installed displays creates additional media assets for the enterprise that are employed freely in other communications media. The desired endstate is that all are perceived as one aligned experience: Read annual report with

Photography of installed display becomes digital asset

branded HQ imagery; see broadcast with branded HQ imagery; visit HQ with branded imagery â&#x20AC;&#x201C; these displays become the backdrops, stage sets and emblematic artifacts of enterprise culture.

Digital art used to create exhibitry is repurposed on screen Page 222 | Modern Cave Painting

ALL RACE UT MPIC IT NEY

Repurposed Streetscape Assets LIGHTPOLE BANNER ART IS SUPERSIZED FOR HEAD OFFICE SKYLINE

THE GO FOR QUEST THE GOLD FOR IN YOUR SUCCESS LIFE

EMBRACE THE OLYMPIC SPIRIT

GO FOR THE GOLD IN YOUR LIFE

With this example we move full circle within branded ecosystem: Olympic sponsorship is transformed into art assets and move out onto sponsors campus streetscape. The print ready asset is then supersized and repurposed as a building drape visible on the skyline. Beliefs writ large.

IT’S IT’S ALL ALL ABOUT ABOUT THE THE JOURNEY JOURNEY

THE THE QUEST QUEST FOR FOR SUCCESS SUCCESS

EMBRACE EMBRACE THE THE OLYMPIC OLYMPIC SPIRIT SPIRIT

GO GO FOR FOR THE THE GOLD GOLD IN IN YOUR YOUR LIFE LIFE

Painting outside the cave with tribal art and light Modern Cave Painting | Page 223

Repurposed Exhibit Assets M EDI A AS S E TS WIT H A US EF U L L IF E B E YO N D T H E LOCA L P RO J EC T

This projectâ&#x20AC;&#x2122;s primary goal has been to serve as a guide to brand and messaging a specific set of competencies at a specific facility. This same documentation now offers an added agility regarding the roles for brand, identity and visual messaging in the workplace. These illustrations originally served in a reference document pertaining to the design and deployment of the art across specific floorplates. The pictorial examples illustrated here exist as digital files and valuable media assets. Artwork that has been used in the initial project can now be employed elsewhere in the world.

Digital art used to create displays can catalogued and repurposed in other locations...

Both passive, off-screen exhibits and dynamic, on-screen electronic displays can play a role in branding and messaging. Each plays its part, and even though this document is focused on off-screen, larger format architectural graphics that impact the perceptions of the work environment, the art files can be equally repurposed to electronic media. This may allow new projects to launch with significant advantage. This existing workscape project can be replicated, mirrored and leveraged, and this resultant kit-of-art represents potential cost savings â&#x20AC;&#x201D; and the gift of time.

... and in other media...either in its original form or broken down into component parts Page 224 | Modern Cave Painting

Workers_1

Single Worker

Workers_2

Surveyor

Workers_3

Oil Well

Pipeline

Refinery _1

Refinery _2

Pipeline With Control

Fuel Tank

Tanker Truck

Fuel Station_1

Fuel Station_2

Skyline

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Repurposed Exhibit Assets A R T F R O M T H E M AT I C E N V I R O N M E N T I S E X P O R T E D T O P R I N T C O M M U N I C AT I O N S

Move-in communications and occupancy collateral exported from workscape brand and messaging: Art assets from the installed environment are repurposed as visual content in communications regarding the move-in and occupancy protocols.

Caption

This return on imagery creation extended the value of that creative investment while raising the perceived importance of the communications campaign.

These workplace murals and dimensional art installs were adopted Caption

to PDF and printed page with value added agility. This continuity between art and artifact builds pride of place.

The sophistication of move-in collateral signaled valuation to the recepients, reinforcing spoken enterprise beliefs regarding culture and teamâ&#x20AC;&#x201D; yet was readily accomplished with repurposed Caption Page 226 | Modern Cave Painting

artwork from the environment.

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Repurposed Exhibit Assets A R T F R O M T H E M AT I C E N V I R O N M E N T I S E X P O R T E D T O P R I N T C O M M U N I C AT I O N S

The thematic table top art created for the showroom environment is repurposed for the opening invitation and output as printed paper, establishing the initial precedent in what will become a communications series.

Opening invitation utilizes art created for the community table found within the environment Page 228 | Modern Cave Painting

Repurposed Exhibit Assets A R T F R O M T H E M AT I C E N V I R O N M E N T I S E X P O R T E D T O P R I N T C O M M U N I C AT I O N S

The thematic table top art created for a second showroom environment is again output on printed paper as the opening invitation and extends the campaign series. This strategy is an example of ROI: Return On Imagery.

Opening invitation utilizes art created for the community table found within the environment Modern Cave Painting | Page 229

Repurposed Exhibit Assets A R T F R O M T H E M AT I C E N V I R O N M E N T I S E X P O R T E D T O P R I N T C O M M U N I C AT I O N S

The wrap around wall mural created for the showroom environment is repurposed for the opening invitation and output as printed paper. The third in a series of familiar communications that set creative expectations about both enterprise and environment. Opening invitation utilizes art created for the wallpaper mural found within the environment Page 230 | Modern Cave Painting

Repurposed Exhibit Assets A R T F R O M T H E M AT I C E N V I R O N M E N T I S E X P O R T E D T O P R O J E C T M E M E N T O

The project sponsors and participants in the implementation of the environment receive a team memento that utilizes elements of the key thematic totem found in the environment.

These shapes and colors reproduced in acrylic serve as a frozen memory of the undertaking and would likely fulfill that purpose even without the benefit of the typographic legends Appreciation memento utilizes art and artifacts created for the thematic focal point within the environment Modern Cave Painting | Page 231

Branded Environment Creates Fresh Content in Other Media Channels A R T F R O M T H E M AT I C E N V I R O N M E N T I S E X P O R T E D T O P R I N T C O M M U N I C AT I O N S

Installed brand content creates fresh content in other media channels: Installed success creates visual content (and corporate lore) for inclusion in the next annual report, ad campaign, home page; this is a tangible return on imagery. The storytelling approach we employed was extended to a heritage museum that celebrated the past yet linked the lessons of history to the challenges of today. A further project transformed the board room and executive floors by linking the visual vocabulary of the lobby and the storytelling narrative of the museum to give voice and vision to the tomorrows imagined by leadership. Extending our work to highly branded settings like the broadcast studio, and auditorium, those renewed settings enhanced the impression of all who experienced the enterprise on-screen or pre-recorded.

Visitor guide books connect the dots across an experience scripted environment: repurposed text and imagery extracted and summarized from the exhibits investment offers a beliefs-based storyline in a take-away memento of the visit.

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Branded Environment Creates Fresh Content in Other Media Channels A R T F R O M T H E M AT I C E N V I R O N M E N T I S E X P O R T E D T O P R I N T C O M M U N I C AT I O N S

The investments made in the artwork associated with this project added value beyond the exhibits and displays: Once installed, this environment became the backdrop for executive video messages: key locations provided “through the lens” vistas that included multiple exhibits. The effect presented a “living the work” download that reinforced the brand. Still photography of the installed exhibits was used in print and on the web to promote the center as an enterprise asset. The print publication welcoming visitors repurposed the lyrical art and layouts of the displays. Popular mementos were the writing pencils printed with the same core drilling art used on the two story structural columns. The ultimate return on this project’s imagery investment is the ability to repurpose any and all of the art files in bp’s future learning locations.

Promotional booklets, celebrating the advantages of the completed facility, utilize photography of the environment as the backdrop to messages excerpted from the interior displays.

Tie-In

Memento

Publication A key art totem created for the environment becomes photographic asset and take-away memento.

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Guidance in Exporting Success BRANDED ENVIRONMENTS GUIDELINES

This documentâ&#x20AC;&#x2122;s primary goal is to serve as branding guidelines for the workplace. These pages serve as a reference document pertaining to the deployment of brand and messaging within a client workscape. The documentation gives an overview regarding the roles for the components of corporate identity and visual messaging in the workplace. This document includes the architectural design criteria related to branding and graphics. It provides high level guidance for the branding pieces that effect the architecture. Also included is a decision matrix, or content menu, that lists each branding element, the size, attributes. A visual menu depicts what each scale of space would typically spend and deploy on brand and messaging. Each brand element has an abbreviated reference to relative cost, time to accomplish, scale inside the space, repetition inside the space, and any challenges to maintenance and refresh content. Example content from a branded environments guide:

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Exporting three dimensional success in brand and messaging to a global real estate portfolio

NORTH AMERICA San Juan, Puerto Rico, USA San Diego, California, USA Greenfield, Indiana, USA Gaithersburg, Maryland, USA Cambridge, Massachusetts, USA

EUROPE Helsinki, Finland Cork, Ireland Almaty, Kazakhstan Vilnius, Lithuania Casablanca, Morocco Amsterdam, Netherlands Oslo, Norway Lisbon, Portugal Warsaw, Poland Moscow, Russia Solna, Sweden Geneva, Switzerland

MIDDLE EAST Riyadh, Saudi Arabia Dubai, United Arab Emirates

ASIA Dhaka, Bangladesh Hong Kong, China Guangzhou, China Shanghai, China Shanghai, China Gurgaon, India Jakarta, Indonesia Tokyo, Japan Kobe, Japan Sengalor, Malaysia Bangkok, Thailand Chiang Mai, Thailand Taipei, Taiwan Ho Chi Minh City, Vietnam

AFRICA Cairo, Egypt Johannesburg, South Africa

SOUTH AMERICA Santiago, Chile Bogota, Columbia

OCEANIA Sydney, Australia

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Comprehensive Guidance Regarding Brand and Messaging Across the Workplace A P R O V E N S T R AT E G Y E N C O M PA S S I N G C O M M U N I C AT I O N S A N D C O N T E N T

On-Brand Environments Workplace Guidelines

Why Care

How Much

Chapter 1

Do This

Chapter 2

Chapter 3

Format aligns with and reinforces

Included is a philosophic ‘Why-Care’

The philosophic reasoning behind a

Comprehensive Content Creation

the enterprise brand. The brand

introduction to branded environments

‘Why-Care would best be followed

After ‘Why-Care’ and ‘How-Much’

and messaging documentation is

and the use of facilities as a media

by a conversation that covers

comes the visually rich, example

formatted to model future Real

vehicle for all your valued messages.

‘How-Much’: a discussion about

ﬁlled, ‘Do This’ chapter. This chapter

Estate and Facilities standards for

Messages that reinforce your desired

the intangibles of saved time in

gives example solutions for visual

space use, ﬁnishes and furniture.

corporate culture as well as promote

wayﬁnding and increased synergy

communications in every common

It is this spatial affinity — the three

a desired integration into each local

that comes from larger than life

architectural environment.

dimensional aspect of this effort

community in your global enterprise.

cross-pollinating communications.

amidst the workscape — that drives

But there is also a very deﬁned

the brand and messaging standards

hierarchy of where dollars are best

to be sponsored by (co-authored by)

invested by space type.

Real Estate.

The layout is intended to work as both printed page and on-screen PDF. The format can be a model for,

AND

PDF

and precursor to, other workplace related guidelines that may follow.

the campus exterior, the parking experience, the entry arrival in the lobby and into the various

This narrative would likely prioritize

interior functions of the workscape

customer facing functions followed by

categorized by function. It is this

messaging in the internal workscape

categorization by space type that

and thirdly employee amenities.

makes this document feel most like a

This discussion would set policy for

catalogue. The pilot projects coming

funding offer general rules for scale

up will create the initial pages. The

of investment and lay out the internal

formatting provides for a an interior

customs surrounding funding and

and exterior focused subchapters.

allocation of costs.

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The logical progression is from

What-To-Expect

Good-To-Know

Chapter 4

Order Here

More Info

Chapter 6

Chapter 5

Chapter 7

‘What-To-Expect’ is a very important

‘Good-To-Know’ is the chapter that

We can add an ‘Order Here’ chapter

Close with a ‘More Info’ page that

chapter, which will set expectations on

offers FAQ’s. We could cover topics

— perhaps after all the pilots have

offers exactly that. Where to find

sequence of events and participation

such as: English as the language

seeded a strong catalogue and good

additional linked content; where

required from the requestor. Contents

of enterprise business and when

sources for fabrication have been

to e-mail suggestions; and who to

include: This is a sequential process,

translation is valid; Imperial vs.

identified. The ideal goal would be an

contact regarding authorship and

these are the important steps. And

Metric measure modules; when is

automated process for centralized

ownership of the initiative.

here is a typical schedule for both a

customization warranted; protection

procuring from within the home

messaging upgrade (adding brand

of intellectual property; complying

nation and guidance regarding what

to an existing space) and a new

with non-disclosure agreements;

to look for in suppliers outside the

buildout (the inclusion of messaging

photo release and copyright

domestic sphere.

in a facilities renovation). In need of

issues; life expectancy and cost of

the clearest communication is what

maintenance…more answers can be

will be expected from the requestor:

added as questions are identified.

their involvement in progress reviews, when that will be wanted (and when it won’t). It should also speak to localized messages and the supporting copywriting and imagery to flow into the program’s templates. Here there are helpful hints about tone of writing, style of photography, and resolution of

In a separate follow-on effort the ‘Order-Here’ chapter would ideally be built out to be a media server on the

This would be a likely place to

intranet rich with every successful

discuss the use of screen based

message in all its sizing variations —

messaging and how that involves

employing logical labeling and filing

in-house IT labor and what parallel

— complete with key words to search

initiatives (Brand, Communications,

on and reference tags.

Marketing, IT, and HR) should be

Longterm, the enterprise will have a catalog of brand and messaging that is a living digital document residing on your intranet. One would likely link to it from your Real Estate and Facilities portal, and perhaps Corporate Communications, as well as Brand Management — because the content has components of each discipline.

referenced.

imagery. The messaging worksheets we will offer could reside here. Modern Cave Painting | Page 237

chapter

Page Page 238 238 || Modern Modern Cave Cave Painting Painting

construction vs. invention the unique teaming involved in delivering storyscapes

narrative, diagram and photographic descriptions of the effort â&#x20AC;&#x201D; in time, energy, and capital â&#x20AC;&#x201D; involved in the inventive design and delivery process.

Construction vs. Invention | Page 239

The Inventive Design Process Is Unique SUCCESSFUL DELIVERY OF STORY TELLING ENVIRONMENTS

There is a spirit to Invention projects that is different than Construction projects. Both are rewarding when participants can look back on a “job well done.” Both require hard work and collaboration. It is the challenges that are often the difference. Conventional construction has all the challenges of weather and schedule and coordination. Yet the difference is in its conventions — familiar procurement processes; the purchasing of catalog products from warehouse shelves; a known sequence of trades that is based on successful precedents; precedents that see contractors perform work that is repetitive from project to project. All: hard work done with deliberate quality. In Invention projects, familiarity and catalog products and precedents and repetitive work are rarely the norm. The joy in invention is often balanced by the challenges it creates. The distinct challenges: materials are asked to stretch envelopes; putting a twist on common usage happens often; the commonplace finish is often used in uncommon ways; specialized components may need to be sourced from exotic suppliers; dialogue with specialty craftsmen is part of the design process; eventual builders are enlisted earlier and contribute to establishing the budget. These pages describe in descriptive narrative and photographic example the nature of the Inventive design delivery process.

Small scale mock-up of glass walls

Full size mock-up by fabricator

Installed display

Dialogue is amplified In invention projects we imagine along with our clients. We ask our consultant team to help early. Connect dots and fill in blanks. The stakeholder group is enlarged to include fabricators early on in the design. How we will construct the unusual often raises more questions and requires more dialogue to answer them. Artful decisions require weighting variables and sorting options and choosing directions. Dialogue is also critical to align invention with budget and accurate fabrication costs are best obtained from broad input — including trusted fabricators.

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If we were to simply adorn and decorate, this discussion would not be required. But if we are to create rich experience and distinctive personality in these spaces, this approach will likely apply. Wherever technology, art and identity converge, there will be an added component to the process: invention.

Early mock-up of ring infill and molecule

Hands-on client review of mock-up

Exploring a large scale mock-up

Final assembly reviewed

Budgets require contingency and frequent confirmation Early pricing and iterative confirmations reduces the need for contingency. Early accurate budgets require professional estimates (no guesstimates) procured from knowledgeable professions. The cost to procure these should be budgeted into the project budget. The cost of estimation is paid for in the avoidance of surprise. Contingency has a role as invention projects have an amplified component of uncertainty. Good estimates frequently confirmed will progressively reduce the need for contingency funds across the life of the project. Installed display

Documentation that describes as often as it specifies How something is to appear (“shimmering” not “sparkling”) or how it is to perform (“dimming at random speed” not “fading slowly”) is often hard to draw. Two-dimensional CAD drawings may not be sufficient – descriptive narrative is often supplemented by photography of looks-like-this and video of acts-likethis precedents.

Construction vs. Invention | Page 241

The Inventive Design Process Is Unique S P E C I F Y I N G C O N V E N T I O N V E R S U S C R E AT I N G I N V E N T I O N

Demystification of the process required of storytelling experience design: newer and different process explained and made visible — no black box to it. Mock-ups become pivotal: Invention often requires prototypes. Full size or to scale mock-ups are more common in the inventive design process. Size and shape are mocked up in foam or cardboard sometimes at room size scales. Fit and finish are tested when both are asking a lot of the assembly or seeking out of the ordinary appearances. Initial mock-ups are done by designers in the studio; yet larger mock-ups require fabrication in a shop. The cost of the latter is either injected as an estimate into the reimbursable expenses of the designer or purchased directly by the client. Sampling is more intensive: There is a wider audience for sample approval – not just designer but clients receive these for sign-off. The finish is often

Full scale mock-up

Installed display

Test fit mock-up

Installed display

Full size mock-up

Installed display

custom to the project rather than selected from a sample kit or a catalogue. And samples may cost more because of their inventiveness. Shop drawing reviews are iterative: Shop drawings volley back and forth to align the imagined design with the logistics of execution. Straight forward still happens, simplistic still occurs — but less often. More likely, a shop drawing is well traveled. It works its way back and forth between designer and consultant and fabricator — each occasion optimizing and integrating the intent of the design with the acumen of the assemblers. If client sign-off of shop drawings is desired, these are offered at the end of these exchanges but the process may be expedited by the client’s participation throughout the shop drawing conversation. Shop visits avoid punchlists: There are several reasons warranting visits to the fabricator’s shop. We may want to approve a sample too large to easily ship. We may want to see a mock-up to decide which speakers, which lighting, how activated… operational options worked through in real-time via hands-on. These decisions can be made through in-shop prototyping, all rapidly executed mockups, though these can extend to a number of days at the fabrication site. These travel expenses and scheduled reviews need to be planned for and funded. Page 242 | Modern Cave Painting

Experience design can be likened to additional CAD layers atop the environment — these might be labeled Brand, Vision, Beliefs, Yesterday, Tomorrow... Consultation and research: Latest and greatest technology requires research into products as well as process. There is no quick-ship program for the inventive use of technology; dialogues regarding technology requires speaking with manufacturers and sourcing entities — especially regarding availability, compatibility and warranty.

Inventive design projects require: Amplified dialogue Out-of-the-ordinary research Mock-ups Shop visits Intensive sampling Iterative shop drawings Pay for fabrication estimates — early and often Facilitate designer/fabricator dialogue across the project Qualify bidders for experience in like projects Designers review bid pricing for expectations and exceptions

Inventive design projects avoid: Limited dialogue with stakeholders Few or no mock-ups anticipated No shop visits scheduled Limited engagement in material and finish sampling Limited patience for shop drawing iteration Project budgets established in a vacuum Miniature mock-up sculpture

Shop visit for progress review

Completed sculpture installed

Budget versus Perception of Budget: What is the project’s working budget? As important: what is the desired audience’s perception of the cost? First class investment in educational promotional

Fabricator estimates offered without dialogue with designers Myth: All fabrication expertise can be found locally Rote bidding that can actually cost time and impact quality

experience? or frugal yet informative postings that saved dollars — or somewhere in between? Construction vs. Invention | Page 243

Fee Models for Designing Storytelling Environments CONSTRUCTION PRICING MODELS VS. CONTENT PRICING MODELS

It’s easy for architects and PMs to think of design fees as a fractional percentage of construction costs. Understandable given long careers and context within this model. But it is not as applicable to storytelling strategies and visual communications projects. Let’s imagine the most beautiful architectural rendering of the most articulate building design and imagine the design fees that go along with that effort…now imagine the cost of plotting that color rendering. The cost of the effort before we pressed PRINT and the cost of the effort to press PRINT are illogical to compare. If one were to say, “I don’t want to pay more for the design than the cost of the paper you present it on”, then we are employing the architect’s percentage-of-construction-cost logic to graphic arts — and it won’t buy very much! The effort to create the billboard ad campaign costs a lot more than the billboard rental. The annual report costs more to write than it does to publish (let alone the follow on efforts required in layout design, provisioning of photography, and illustration of charts and graphs). Not dissimilar is the cost of the plasma screen and the cost of the commercial ad displayed on it. Budgeting the commercial as a percentage-of-the-monitor-cost applies construction thinking to authoring communications content. The point is they are distinctly different creation models. Press print murals and messages Our content creation model involves: photo search, photo selection, client approval; copywriting drafts, editing, client approval; art direction, art creation, client approval. And each time we use the words “client approval,” we speak from experience: like any large corporation with many opinionated voices, message approval is a hard-won, time consuming undertaking. It often involves rework and unanticipated redirection. Only when we exit this above process can we ask a fabricator to press PRINT and install the visual media that costs a small fraction of all the labor that was expended in creating it. Designing specialty artifacts In the Construction Specifications Institute’s division structure, everything we are doing is in Division 10: Specialty

Visually rich two dimensional ‘press print’ mural

Products. But even in this catch-all category, you will not find 30-foot 3D molecules as a listing or humanistic mannequins made of willow reed. Little of our work regarding specialty artifacts is catalogue selection. Almost all of our work is custom artifact creation (and much of it would be best labeled commercial art). The standard detail, the familiar often used finish spec, the well known product, are all tools unavailable to us in these projects. We will need to invent, and model, and prototype our way across the finish line; dialoguing heavily with fabricators. The level of shop drawing review and sample approval will all be dialed up way past conventional construction. The cost-per-squarefoot calculation is difficult to apply (how many square feet in a 3D molecule? How is willow reed priced and purchased?) and even if calculated, what similar project would it be compared to?

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Complex three dimensional specialty construct

Cents-per-square-foot and percentage-of-construction cost have diminishing application in storytelling exhibit and display programs. Percentage-of-construction-cost (and cents-per-square-foot) are good for building architecture — bad for creating message-rich muralistic media, large scale commercial art installations, and specialty artifact displays. The standard detail, the familiar and often used specification, the well known product — are all tools unavailable to us in invention projects. Creation requiring intense communication

Craftsman and artisan often require recruitment

This is a new layer but we are finding it to be an expectant layer. It springs from what is possible via AV and digital printing and display innovations all converging. It is very much like merchandising knowledge work and exhibiting cultural DNA for internal as well as external audiences. Brand and messaging projects, where the external brand perceptions are carried into the environment, are high profile projects — often sponsored by the CMO or Corporate Communications VPs as the stakeholders. There is a lot of agonizing over the words and the images and the look and the feel. And the work is custom, instead of step and repeat. Project fees are based on the accessibility to a CXO vision, the intensity and number of stakeholder reviews, and how much content is on hand — versus how much content needs to be created — to make that vision visible in 3-dimensional space.

Three dimensional specialty artifacts in front of dimensional ‘Press Print’ mural

Construction vs. Invention | Page 245

Establishing An Artifact Strategy Q UA N T I T Y O F A R T I FAC T S D ES I R ED V ERS U S S C A L E O F I N V ES T M EN T R EQ U I R ED

How frequently will kit be used to explain competency? How can we learn the expectation for the quantity and condition of the artifacts to be exhibited? Are they all existing and in show condition? Or will they need to be procured? Will historical items need to be harvested from afar? Huge Scale

Large scale

% % of Displays

% Qty of Displays

% of Displays

% Qty of Displays

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AV Screen

adipiscing elit. Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas

Lorem ipsum dolor sit amet. Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Lorem ipsum dolor sit amet,

Lorem ipsum dolor sit amet, consectetur Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas volutpat felis in turpis cursus accumsan. Morbi bibendum lectus non iaculis fringilla. Duis posuere mattis felis, non elementum lacus blandit vel. Nam molestie nulla non nibh suscipit, vel congue ligula accumsan. Fusce lacinia lectus odio, eleifend viverra nisl mollis vitae. Donec pulvinar erat at egestas elementum. Sed sagittis libero id ante

Moderate Scale

consectetur adipiscing elit. Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas volutpat felis in turpis cursus accumsan. Morbi bibendum lectus non iaculis fringilla. Duis posuere mattis felis, non elementum lacus blandit vel. Nam molestie nulla non nibh suscipit, vel congue ligula accumsan. Fusce lacinia lectus odio, eleifend viverra nisl mollis vitae. Donec pulvinar erat at egestas elementum. Sed sagittis libero id ante sollicitudin euismod. Curabitur feugiat lectus ac sapien porta volutpat. Aliquam erat volutpat. Ut eu auctor ipsum, eleifend tempor eros. Fusce non odio viverra, porta risus vel, tempus metus. Nunc turpis orci, aliquet aliquam ligula et, sodales hendrerit mi.

Minute Scale

% of Displays

Qty of Displays

% of Displays

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justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas volutpat felis in turpis cursus accumsan. Morbi bibendum lectus non iaculis fringilla. Duis posuere mattis felis, non elementum lacus blandit vel. Nam molestie nulla non nibh suscipit, vel congue ligula accumsan. Fusce lacinia lectus odio, eleifend viverra nisl mollis vitae. Donec pulvinar erat at egestas elementum. Sed sagittis libero id ante sollicitudin euismod. Curabitur feugiat lectus ac sapien porta volutpat. Aliquam erat volutpat. Ut eu auctor ipsum, eleifend tempor eros. Fusce non odio viverra, porta risus vel, tempus metus. Nunc turpis orci, aliquet aliquam ligula et, sodales hendrerit mi.

Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas volutpat felis in turpis cursus accumsan. non odio viverra, porta risus vel.

Artifact on stands or display structure

Large kit will need plan for openings in building envelope and installation path.

Q: What is load limit for each floor?

Xtra Large sized artifacts can also easily appear reduced on-screen and/or in-print.

Large sized artifacts will limit the quantity of full size displays.

Qty of Displays

Artifacts and parts frozen in acrylic with jewel lighting beneath

Drill string artifacts and parts strung on cable

Moderate sized artifacts extend the quantity of displays.

Xtra Small sized artifacts can also easily appear enlarged on-screen and/or in-print.

What efforts will be required toward artifact restoration? Is there a desire to illustrate how artifacts have worn or have failed in their service life? Are any of the artifacts requiring lockdown security? Is this exhibit to offer temperature and humidity controls for historical preservation? Are UV and light levels of concern? What structural enhancements will be needed to support the weight of larger artifacts? Are any artifacts so large that building accessibility must be overcome?

Page 246 | Modern Cave Painting

Establishing A Content Strategy QUANTIT Y OF TECHNOLOGY DESIRED VERSUS SCALE OF INVESTMENT REQUIRED

What is the desire for technology driven storytelling? The higher entry costs of software, hardware and the likely continual costs of support and maintenance will need to be funded. Which point on the spectrum is most aligned with the budget of the project? Where will future costs of content refresh be budgeted? Entry Level Costs

Increasing Complexity

Increasing Curation

Increasing Content Creation

PROJECT

Specialty Lighting

TREND Continuing investment at this end: Updates to content, maintenance of hardware, tech support for software.

Artifact

Pixels

Lorem ipsum dolor sit amet, adipiscing elit.

Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas

Pixels

Artifact

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas volutpat felis in turpis cursus accumsan. Morbi bibendum lectus non iaculis fringilla. Duis posuere mattis felis, non elementum lacus blandit vel. Nam molestie nulla non nibh suscipit, vel congue ligula accumsan. Fusce lacinia lectus odio, eleifend viverra nisl mollis vitae. Donec pulvinar erat at egestas elementum. Sed sagittis libero id ante sollicitudin euismod. Curabitur feugiat lectus ac sapien porta volutpat. Aliquam erat volutpat. Ut eu auctor ipsum, eleifend tempor eros. Fusce non odio viverra, porta risus vel, tempus metus. Nunc turpis orci, aliquet aliquam ligula et, sodales hendrerit mi.

Lorem ipsum dolor sit amet, consectetur

Lorem ipsum dolor sit amet, adipiscing elit.

Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas

Power & Data Traditional Exhibit: Atoms of products, explained by passive print interpretations.

Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas volutpat felis in turpis cursus accumsan. Morbi bibendum lectus non iaculis fringilla. Duis posuere mattis felis, non elementum lacus blandit vel. Nam molestie nulla non nibh suscipit, vel congue ligula accumsan. Fusce lacinia lectus odio, eleifend viverra nisl mollis vitae. Donec pulvinar erat at egestas elementum. Sed sagittis libero id ante

Bits

Power & Data

On-Screen Media: Pixels of video broadcast at you, and/or bits of data activated via touch screen.

Lorem ipsum dolor sit amet, adipiscing elit.

Bits

Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas

Lorem ipsum dolor sit amet, consectetur adipiscing

elit. Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue.

Power & Data Multi-Media: Print introduces topic, artifact represents topic, screen presents video that you navigated to interactively.

This end of the display spectrum

Video assets, AV hardware and

Media assets, AV hardware,

Media assets, AV hardware and

presents storytelling as sophisticated

controls, are added with broadcast

connectivity and controls, with

controls, with interactive programming,

passive graphics perhaps with 3D

messages â&#x20AC;&#x201D; perhaps with passive

programming for interactivity,

in an exhibit surround that also may

artifacts along with exhibit lighting.

graphics in a surrounding kiosk.

perhaps in an kiosk surround .

include artifacts and passive graphics. Construction vs. Invention | Page 247

Stakeholder Engagement Following Schematic Design C L I E N T PA R T I C I PAT I O N A R R I V I N G AT D I R EC T I O N A N D D EC I S I O N S B EC O M E P I V O TA L

Confirm program via feedback on sketchbook and schematic design Ideally, the next steps for our scripted on-brand experience would be the feedback loop on the sketched and schematic ideas. In the sketchbook itself is a discussion on 3 ways that has happened at other projects. The feedback if directive, and without conflict, would lead us quickly forward and toward the initiation of Design Development. If it is not unanimous, then you could return to the design team to regenerate sketches and schemes that attempt to resolve any surfaced conflicts. Prioritize locations Decide on the locations where you would prioritize the investment of your funds. I don’t think we overlooked spaces so you would determine which of the spaces on the color-highlighted location plan is priority one, and then secondary, and tertiary. This is a helpful step in any scenario. Determine investment level(s) Another way to quickly move forward is to determine an overall budget. Decide you have X or Y amount of dollars for the all-in spend: display construction, AV and computing hardware, lighting enhancements, power and data runs, digital content, copywriting and imagery, design consultants. This allows us to bring in the guard rails rather quickly if the amount is constrained. Determine investment source(s) If the source is singular then the decision making will flow quicker and easier than if the costs are distributed and direction is voiced by a group. Can sourcing of funds be determined now and if it is distributed then we will know to go about decisions in large group settings. Also, is there any phasing to the ability to spend funds, as this could impact scale of undertaking? Determine quality expectations While there may be no doubt that it all is expected to be world class, let’s at least ask is there any aspect that could be “better” instead of “best”. Also consider the warnings voiced about the quality and craft to be found in a very busy Indian city like Pune. Use schedule to determine what’s do-able If the schedule really is 24 months to completion, then we can let what is do-able by the local site in that limited timeframe drive our decisions. Line up procurement method Are the fabricators and av installers needing to be pre-qualified and set-up to bid their roles or can that be negotiated to save schedule time? We would like to also explore the Rough Order of Magnitude budget with someone in country. Also, ask and learn what your prefered multimedia designer charges for participating. Identifying internal resources Are there labor hours (IT and RE and Marketing come to mind) that can come from inside your enterprise and whose costs can be assigned outside the project?

Page 248 | Modern Cave Painting

Assumptions Surrounding Content Creation DELIV ERING A M I X O F R E P L I C AT I O N , E V O L U T I O N , A N D I N V E N T I O N

Test the premise of existing ready-to-go content Test the sourcing of content files (copy, imagery, video, multimedia) from Clientâ&#x20AC;&#x2122;s internal entities and see if it is easy, difficult or somewhere in between. Replication: repurpose 55% of existing design content

Evolution and Invention: 45% new(er) content creation

Concensus exists and there is a limited requirement for

Consensus needs to be built around newer options.

facilitation of stakeholders. Very little need to re-present

Full facilitation of stakeholders opinion required.

previously accepted designs.

Provide all phases of design for new displays including the presentations required for agreement.

40% EXACT DUPLICATION OF CONTENT

15% MINOR EDITING

Replication of Content

15% MAJOR EDITING

Evolution of Content

30% NEW CONTENT CREATION

Invention of Content

Amend existing detailed design to

Insert cursor text

Revisions to text that

Create wholly new options that

changes in size and proportion of

changes.

require new layouts

require full sequence of concept

and refitting copy.

design, design development, and

display without creating new art. Change imperial measure to metric measure. This is lowest cost content yet is is still likely in need of file conversion, re-formatting, re-linking, cropping.

55%

Replication: repurpose 55% of existing media content

Adapt US English to UK English. Update dates and numeric totals. Make changes to business unit nomenclature. Deletions from existing art files.

Newer/updated

detailed design.

photography that

Adopt any changes to client brand

requires recropping

(and the base building design)

and retouching.

that may have taken place or will

Evolve stories and progress messages that were authored years before. Additions to existing art files.

likely take place between now and

45%

installation.

Evolution and invention: 45% new(er) content creation Construction vs. Invention | Page 249

Harvesting Imagery and Artifacts MINING ARCHIVES AND COLLECTING STORY TELLING CONTENT

Provisioning the displays with content: There are many tasks to accomplish in bringing forth the treasures from a historical archive. Most can be categorized into three distinct media. Scanned 2D media, photo capture of 3D artifacts, and conversion of film, audio and video to current digital media. Three models for accomplishing this are offered below. A second major undertaking is digital photography. An in-building effort is described below. The third effort will be the staging and organizing of display case content. A suggested process is available for each. All our efforts are intended to bring to life a media rich history while protecting and preserving the archival assets. Scanning archival 2D art and imagery: The project may need to create high resolution scans of 2D art and imagery residing in the archives. To accomplish this, install a top quality scanner in the Archive. Scan and refile each 2D document as we go. In this scenario, as you discover storytelling imagery across different subjects, we need only batch and scan these locally such that historical files never leave the archive. The files are saved in .jpg format at highest resolution and the categorized folders of digitized files only now leave the archive on a peripheral storage device that duplicates the original scans that can remain within the archive as an added benefit of these project. Now digitized some items may need further restoration and enhancement (touch-up of original, color correction of scan, optimized cropping) as they are employed in assembling the graphical storytelling compositions. Photographing 3D artifacts: Where we are using an image of the artifact in a display layout, the object should be selected for best appearance from among its archival companions. When photographed it should be lit well on a seamless black velvet or seamless white paper background â&#x20AC;&#x201D; perhaps captured on both. Those photos should be high resolution jpgâ&#x20AC;&#x2122;s which allow for a generous surround of background (so photo cropping can be designed instead of dictated). These images should be optimized: re-touched where unavoidable injury is visible, color corrected to live well with its companion photos. This photography can take place in the Archive, with a flat table, photo lamps, tripod, high quality digital camera, black velvet drape, seamless white paper drapes. The objects can also be packed up photographed externally off site, much the same way scanning can be outsourced. The goals are always the same: artifact preservation, quality imagery, right price point. Displaying 3D artifacts: Selecting artifacts for display can be more forgiving of the injuries sustained by the object over time. Dog-eared and torn, UV faded or discolored, would not disqualify an artifact from display: it simply adds to its historical charm. Some will be appear purposefully as relics, others will be pristine and preserved. Stakeholders decide in the end but I mention this to point out the difference in quality standards for photographed artifacts versus displayed artifacts. And artifacts can appear in photos as well as show up in the display cases.

Page 250 | Modern Cave Painting

Global Wells Institute

Cataloging Artifacts Intended for Display Archive of Available Artifacts Archive of Available Artifacts

I nLdEiA vN i dI u C Na Gl lVyEIRdSeUnSt iPfiReEdSKits E R VAT I O N V E R S U S R E S T O R A T I O N

I n d i v i d u a l l y I d e n t i fi e d Kits

Visually cataloging artifacts Physically collect all artifacts and give each LL8

an alpha numeric code. The use of labeling placed on the artifacts with aLL7distinct code LL1

LL8

LL5

on each helps with the logistics of tracking LL2 and allows for reference in the design

LL11

LL9 LL7

LL4

LL1

LL5

LL11 LL9

LL4

LL6 LL10

documents. Individual RFIDLL3 is an alternate

LL6

LL2

LL10

method to generating and maintaining a

LL3

database. Take care to photograph all of the items that will be on display and create a visual reference document. Lessons Learned — LL

Rock Samples — RS Lessons Learned — LL

BT4 BT5 BT7

BT4

BT3

BT3 BT1

BT2 BT1

BT8 BT5

BT6

BT7 BT9 BT6

BT2

Bits — BT

These images are examples from a precedent project which required the cataloging of worn and failed oil field kit. The desired realism required a mix of cleaning Note: Not all kits shown are used

Bits — BT

and preservation — visually preserving their wear. More often the artifacts may require restoration to an original — often historical — condition. The cost for both Note: Not all kits shown are used

processes will be but an estimate until a physical or photographic inventory can be reviewed. A contingency budget is favored in projects with extensive artifact display.

Construction vs. Invention | Page 251

Investment Worksheet for Design and Content Creation E S TA B L I S H I N G A N O R D E R O F M A G N I T U D E B U D G E T

Design and Content Creation Select Project Trend for Design and Content Creation Modest Design Program

Moderate Design Program

Comprehensive Design Program

Messages are predominantly text and imagery

Messages are coauthored equally by designers

Message authoring is led by design team and

supplied by Client

and Client

designers are predominate creator/source of

Design, layout and production is based on an

Design layout and production are part invention

existing Client messaging guidance

and part imitation of an existing Client

Design layout and production fundamentally

messaging guidance; these efforts expand the

evolves Client messaging guidance

most copywriting, photography and illustration

Minimal photo search and photo correction

Client messaging guidance as positive additions

required; no/little illustration required

Photo search and correction is significant effort More intensive photo searches and photo

which adds a royalty-free photo catalogue to

No video production, multi-media or interactive

correction; some illustration labor but not

Client brand tool kit

data authoring required

muralistic in scale Efforts include large scale, muralistic art,

No sound or audio files

No video production or interactive data

which can be repurposed to print and web after

authoring; but some multi-media

installation in facility

Minimal sound files; no audio file creation

Includes some video production, some multi-

Some logo and subset identities for amenities media production, and some initial datasets that Includes logo and sub-identities for most amenities

begin an interactive media strategy Sound files authored to support multi-media and recordings to support video Includes logo and sub-identities for all amenities

Modest Preliminary Budget $ $ $

Page 252 | Modern Cave Painting

Moderate Preliminary Budget $ $ $ $

Comprehensive Preliminary Budget $ $ $ $ $

Investment Worksheet for Fabrication and Installation E S TA B L I S H I N G A N O R D E R O F M A G N I T U D E B U D G E T

Specification, Fabrication and Installation Select Project Trend for Fabrication and Installation Modest Fabrication Program

Moderate Fabrication Program

Comprehensive Fabrication Program

Messages are entirely passive graphics output

Messages also include digital output for large

Messages also include programming, testing

to moderate size static displays (or posted for

scale, muralistic art and enhanced scale displays

and debugging of on-screen content

Displays include backlighting and specialty

Specialty lighting enhancements

looping screen display) No specialty or alternative lighting

lighting Hardware and materiality is cost conscious

Hardware and materiality is cost constrained

Hardware and materiality is cost conservative

AV and IT are all existing in current

specifications for building; but additional

specifications for building

specifications for building but some added

hardware and software are added atop to

software for multi-media and media asset

support interactivity

AV and IT are predominantly in current

Media is murals and signs with some broadcast

management

Media is murals, signs, and broadcast AV with Media is murals and signs with broadcast AV

some initial interactive media

Scale is S, M, L

Occurrence is throughout facility

Scale is: XS, S, M

Scale is S, M, L, XL

Modest Preliminary Budget $ $ $

Moderate Preliminary Budget $ $ $ $

Comprehensive Preliminary Budget $ $ $ $ $

Construction vs. Invention | Page 253

Degree Of Coordination with the Architecture C O N S I D E R AT I O N S T H AT I M PA C T A R C H I T E C T U R E A N D I N T E R I O R D E S I G N D E C I S I O N S

An example report-out of required coordination with both architectural exterior and the interior design tracks. These suggestions are communicated here as coordination activities. These may come to fruition in a mix of price points and phasing. Open exchange and dialogue is desired and welcome. At this moment, the brand and messaging is being budgeted distinctly separate from the architecture and interiors budget. That effort does not contain budget estimates for the suggested architectural and interior responses listed above with the thinking that it is early enough in the building’s construction documentation to integrate these costs rather than add them. Modest Coordination Consider a logo display on south façade parapet. Consider the entry canopy plane with a red edge, perhaps back-lit (or consider entire plane in red). Replicate the red edge (or red plane) at secondary entries in a to-scale mirroring of main entry vocabulary. Logo and dynamic messaging might repeat. Consider a vertical support for the entry canopy that acts as a double sided sign pylon. It would display the logo as a possible sign and LED screen for dynamic messaging. Our naming and addressing schemes offer a wayfinding logic to the floorplates, the lifts, the water closets, and the stairways. If we can adopt these now, early in the building’s documentation, these will be embedded terminology rather than added-on revisions. Our wayfinding schemes also offered color coded compass point logic, which if adopted, would influence interior color palettes. Incorporate the green spine pattern on the exterior of the building’s east hardscape. Evidence it in both plantings, paving, and pool. Page 254 | Modern Cave Painting

Moderate Coordination

Comprehensive Coordination

Consider a safety reinforced window from the

In the lobby, consider a two storey window wall

northeast end of the lobby into the number one test

into the east-west facility length throughway.

cell on ground floor. Surrounding the window could

Additionally, consider secured access. This could

be testing/evaluation displays identical to those

be the portal and path through which equipment

used by engineers.

enters/leaves the lobby.

There is a possibility of a hanging lighting/art

Just inside the throughway there could be a “red

element centered over the three storey space in

zone” area of engine failures on display in an

the lobby. Structural support, power (perhaps data)

airlock-like area (which would not require visitors

required.

to don safety apparel). It would likely require

A big idea is to utilize the four test cell walls along

theatrical lighting and lobby levels of HVAC.

the green spines to tell a story vertically across

There are a number of locations in the interiors

the four floors. Keeping those walls clean of

where brand and messaging are suggested.

architectural clutter (extinguishers/thermostats/

Coordination would be desirable for lighting and

strobes…) would help to facilitate this messaging.

perhaps AV/power/data.

Continuous wall wash of light on those walls.

The plane of the entry canopy could ‘penetrate’

A similar multi-story graphic is proposed for the

the glass façade of the lobby and carry through

walls in the east-west throughway. The same

serving to offer a lower, more intimate ceiling for a

requests around orchestration of clutter and wall

display or seating area.

wash lighting would be a goal

Each green spine may have a ceiling hung lighting/

We imagine engines on display in the lobby at some

graphic/artful element that hangs one and a half

point in its usage. The foundation should support

stories as a wayfinding totem.

this and the paths they travel to arrive/exit there.

Categories of Coordination and Complexity MESSAGES A P P L I E D V E R S U S E X P E R I E N C E I N T E G R AT E D

Modest Coordination

Moderate Coordination

Comprehensive Coordination

Prepare wall with suitable blocking.

Add display track and specialty lighting.

Construct alcove for display.

AV monitor with power and data feed.

Upgrade to AV array with sound capabilities.

Upgrade to media wall.

Predominantly 2D with some 3D layering.

Add kiosk fixtures and artifact displays.

Add rotating content with curation required.

Site Provisioning

AV Provisioning

Display Fixtures

Construction vs. Invention | Page 255

Rough Order Of Magnitude Pricing S TA R T I N G P O I N T S F O R A P R E L I M I N A R Y B U D G E T

Example notes to budget estimate for design There is a great deal of brand and messaging work that we would enjoy contributing to the exhibit and graphic design. Estimating a labor fee for that effort is again a guesstimate at this juncture. We can imagine a role throughout a conventional design process (are we needing to find bidders and orchestrate a bid interview/ review? In US and India?) or we could play a role in a design build model. There may be a need for simply fabricators instructions or the displays might also need content creation: copywriting, photo searches, photo enhancement, illustration and diagram art. The on-screen content might be piped in from trade show servers or might be customized content for local business unit. Telling your story is likely easy if you have great media assets of existing text and hi-res photos and a brand guideline for tech center experiences. Even better if there is an designer or publisher in house who is our main contact, internal shepherd, and approver, rather than a larger group of stakeholders requiring consensus. Please recall that your enterprise owns all designs that come out of this effort and can easily export those assets to other venues as an added valuation resulting from our efforts.

Example notes to the budget estimate for fabrication These are rough order of magnitude budget estimates. We have established an early model of what is fabricated stateside and what is fabricated in-country. The cost estimates are based on what we know through experience about stateside fabrication costs yet also reflect what we donâ&#x20AC;&#x2122;t know about India fabrication costs. We have made a leap of faith that fabrication in -countryis more economical. We currently donâ&#x20AC;&#x2122;t have the experience to know how much less. Our stateside estimates are without shipping or customs or taxes or deliveryâ&#x20AC;Śthe offered estimates assume costs for crating and then a handoff at fabricators loading dock. Customs and shipping are probably in need of logistical help from your internal competencies. We have not included a budget line item for the showcase products. And the pages following this estimate explain the assumptions we have made about what architectural and interiors efforts would support the brand and messaging initiative.

Page 256 | Modern Cave Painting

Rough Order Of Magnitude Pricing S C H E M AT I C D E S I G N C O S T E S T I M AT E

US Mfg India Mfg Cost Est

PRIMARY

Intent at Completion of Schematic Design

$40K

Client logos on building — primary logo display at parapet on east and south elevations internally illuminated.

$30K

Client logo on entry pylon supporting canopy double sided with LED dynamic display each side.

Pylon and electrical is assumed in architectural budget.

$45K

Client logo at three secondary entrances each with LED dynamic display.

$3K

Client flag double sided opaque fabric. Includes two spare flags.

$80K

AV monitors, both broadcast and interactive programming, with kiosk constructs; located in visitor seating/reception area.

$30K

Story telling surrounding the window into North No.8 test cell includes AV monitor with video content of testing —

just in case no testing is underway.

$20K

Thematic art and messaging at northeast conference room; includes AV monitor. Likely topic: Partnering.

$30K

Thematic art and messaging at green wall or green spine in lobby; includes AV monitor. Topic: Ecology and sustainability.

$500K

Thematic art and messaging at visitor experience hall. Includes: passive displays, artifact exhibits, and light boxes;

plus interactive tables and monitor walls.

$30K

Freestanding finished show engines (estimated quantity: 3) and their supporting interpretive display constructs.

Estimate excludes engines.

$12K

Thematic art and messaging — in lobby that explains facility beyond the lobby: Passive map exhibit and dynamic maps on a screen display.

$200K

Ceiling mounted light and/or art fixture over center of three storey visitor lobby.

Mother to the daughter light/art fixtures hanging in each green spine.

$200K

Ceiling mounted light/art fixture in each green spine.

Eleven total: all similar, yet visually unique in color or construct to act as wayfinding totems.

$160K

Ground mounted light/art fixture in each green spine.

Eleven total: all similar, yet visually unique in color or construct to act as wayfinding totems.

$400K

Four storey wall occurs four times with graphic wallpaper on each level installed as if one continuous super mural.

SUPPORTIVE

Construction vs. Invention | Page 257

Investment Priority for Brand and Messaging O P P O R T U N I T I E S A N D T H E I R I M P O R TA N C E T O T H E S T O R Y L I N E A N D T H E E X P E R I E N C E

Investment Priority: One

Arrival and entry experience into Visitor lobby first floor Hospitality, greeting, check-in Messages mapped across environment

Business-to-business persona and voice Invitations up to Visitor lobby second floor Hospitality advanced Messages interactive and in confidence Enterprise-to-executive persona and voice From lobby into Tour-ready test cell(s) or Tour-ready lab(s) or Tour-ready officing Cue cards for messages and metrics Pathways and marks strategized

Investment Priority: Two

Enterprise to employee messages at Secondary entrances Communications campaigns Safety and security messages

Cultivating community in Modern cafe Shared philanthropy accomplishments Shared sustainability messages

Promotion of goals via metrics

Shared patents and innovation

Pride of accomplishment via measurements

Shared creativity in employee authored art

A provisioning of

Innovation writ large

Wayfinding and orientation Maps both passive and interactive Naming and addressing strategized Color codes and referential totems An attitude about Interior design Fixtures and furniture that say innovation Color and fabric and finishes that say creativity Pattern and texture with cultural references

Vistas evidence creativity and innovation

Perceived price points that are on-brand

Opportunities provided for

An expressive modern

Team identity

Art program

Superset, set and subset granularity

Tied together by thematic(s)

Mobile for relocation

References to commercial patron

Agile for updating

Materials and techniques pay homage to culture

Page 258 | Modern Cave Painting

Investment Priority: Three

Four storey stories Engine immersive imagery Competencies celebrated Pride of physics Creativity writ large Throughway stories Engine grit and graffiti Technical art presented via technology Engineering wisdom and war story

Investment Priority for Brand and Messaging R A N K I N G M E S S A G E C O N T E N T A N D L O C AT I O N P R E F E R E N C E S

Investment Priority for Message Content

Investment Priority for Physical Location

Enterprise identified

Visitor lobby

Members empathized Service life honored

TOP PRIORITY

Executive suite

TOP PRIORITY

Auditorium

Enterprise mission exhibited

HR interview suite

Enterprise values visible

Garage experience for VIP guests

Enterprise offering evidenced

Courtyards

Business strategy signaled

Circulation spine

Desired culture heralded

Training areas for new employees

Badging of business units

High traffic circulation

Business products promoted

Secondary amenities

Product launch celebrated

Conferencing and meeting areas

Enterprise success celebrated

Officing environments

Special events accommodated

General workscape

Temporary exhibits anticipated

Work support spaces Secondary circulation Garage environment Construction vs. Invention | Page 259

Traditional Project Delivery vs Design/Build Hybrid DISTINCT DELIVERY MODELS

Fabricating and installation logistics for the eventual design. Is there any existing preferred fabricator of this initiative? How will the design be bid and awarded? Who will own the contract and supervise the fabricator? If the answers to these questions are well known, the traditional project delivery process below is likely familiar and even habitual: Step 1 Vision Buildingâ&#x201E;˘ and Agreement on Selected Options

Concept Design

Step 2 Content Orchestration and Messaging Masterplan Schematic Design

Step 3 Develop Designs for Socialization and Acceptance

Step 4 Detailed Designs for Pricing and Fabrication

Design Development

Bid Documents

Step 5 Project Management Support During Production and Installation

Bid

Build

Alternately, a Design/Build team structure offers multiple options for early pricing topsets, cost containment, and schedule compression. If schedule or budget is compressed, or the fabricator is a trusted preferred provider, either situation can be optimized in the hybrid process illustrated below: Design

Design

Build

Design

Build

Design

Build

Designer leads Schematic Design with assist

Designer and Builder collaborate in developing

Designer and Builder collaborate in Production

of Builder in ROM pricing and coaching on

Detailed Design for Client approval while

decisions and Cost Containment in preparation for

constructability.

establishing Final Cost.

Delivery and Installation.

Concept Development Estimated Duration 20% of Schedule

Detailed Designs Estimated Duration 20% of Schedule

Project Support Estimated Duration 60% of Schedule

Process Option A: After Concept Development (Step 1 and Step 2), turn to an existing preferred provider of graphic displays other than Builder. Process Option B: After Concept Development and Detailed designs (Steps 1 through Step 4), include Builder in a Competitive Bid List. Process Option C: After Concept Development and Detailed designs (Steps 1 through Step 4), negotiate to source fabrication directly from Builder. Option C offers the ability to table a world class design, suitable for an industry leading company in a way that demonstrates a desire to deliver high quality solutions, on schedule and to an agreed budget. Importantly, it also presents an ability to compress schedule through an early engagement and on-going partnership with the Builder.

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After the ribbon cutting, and grand opening speech, the extraordinary efforts â&#x20AC;&#x201D;of the fabricators and installers â&#x20AC;&#x201D; to create these spaces will fade from most memories outside of the project team. The late nights, off hours, and extra miles will become war stories repeated by those who lived through the surprises, roadblocks and workarounds that arise even in the best planned projects.

The art of fabrication is another book entirely

These projects succeed through our partnerships with constructability experts. Construction vs. Invention | Page 261

Communicating Expectations S O L I C I T I N G M U T U A L S U C C E S S F R O M FA B R I C AT I O N PA R T N E R S

What the selected fabricator can expect from the design team All digital files authored by the design team will be made available to the project team. These are predominantly authored in Adobe Creative Suite software within Mac OS and include InDesign, Illustrator and Photoshop files. This is supplemented by digital photography of scale mock-ups and existing site conditions. Digital imagery suitable for all required printed output will be offered as resolution ready files. Logo art and client -specific fonts will be offered as well. Designers would likely be contacted to answer RFIâ&#x20AC;&#x2122;s during the construction process as well as approve samples, shop drawings and mock-ups. It is anticipated that Construction Documents and/or Fabricatorâ&#x20AC;&#x2122;s Instructions will be offered for every element. The possibility exists that selected elements may be singled out for a design build delivery model.

Expectations apply to both designer and fabricator

What will be expected of the selected fabricator Field measurements are the responsibility of fabricator. Use North American products listed or a product that is equal in quality and performance. Material samples for quality review and exact color matching are required for all graphics. Send material samples simultaneously to both Client and Designer for approval. Top quality material, fabrication and installation is expected. Given the quality expectations for this project, the level of communication and collaboration will be demanding. Material sampling will be extensive for each element and across all finishes. Output samples, material samples, finish samples will need to be large and in multiple count to distribute to all involved. Shop drawings by the fabricator will be thorough and completely illustrate assembly and construction techniques. Digital output samples will need to be precise in color rendition. Partial mockups will be expected as part of the fabrication scope. Where necessary, municipal and regulatory permits will be the responsibility of the fabricator to fund and obtain; as are applicable taxes relevant to the fabrication and construction. Client-specific requirements for insurance, bonding, and safety certification should be included in any pricing estimation. Client requirements may include safety training and employee testing; that time and effort should be included in the fabricatorâ&#x20AC;&#x2122;s proposal. Coordination with a General Contractor and related trades is also expected. The fabrication effort will also require field surveys and field measurements prior to fabrication. Client/team visits to fabricators location to review progress of fabrication are also likely.

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Success is founded in mutualism

The process of installation is part marvel, part persistence Construction vs. Invention | Page 263

chapter

Page Page 264 264 || Modern Modern Cave Cave Painting Painting

lessons from the frontier pioneering spirit required

a summary of winning ways and thorny paths... what has worked well â&#x20AC;&#x201D; and what has made for hard work

Lessons Learned | Page 265

Wo r k e d We l l FACI L I T I ES A S A M EDI A V EH I C L E FO R O N - B R A N D M ES S AG ES

Experience enhanced, storytelling environments are outfitted and operated via continuous streams of activity by many different people…skilled in many different disciplines of expertise…who touch the projects in both overlapping and tangential ways. Successful projects provide leadership to an integrated team of specialists focused on pilot and prototype projects then replicate and export that outcome to the broader enterprise workscape. Intelligence and experience are invaluable but equally important are shared vision and open communication. Confidence is contagious — human nature desires an association with triumph — paint a picture of diverse expertise teaming to win the day. Success is in the orchestration.

Reoccurring success stories:

Scripted complexity

Tribal lore is founded in genuine stories worth telling — not corporate speak. Early identity of the overall delivery team can save money and compress schedule. Engage and collaborate with other established customer touch points: tradeshow, factory tour, sponsorship events, sales events to orchestrate a unified on-brand experience — and harvest existing ready to use media assets. Employing preferred fabricators and vendors that know you and your processes saves time which can outweigh the imagined economic advantages of soliciting bids for those services from lesser known entities. Identify the keeper of the concept — whose role is to test the relevance of decisions — against the agreed to touchstones of the design and confirm their contribution to the fulfillment of project goals. The early engagement of experience designers will increase connectivity of the storyline to the architectural space. Lock down the real budget topset, the drop dead deadline(s) and the entirety of scope as early as possible. Patrons and visionaries are welcome as navigators of internal process and interpreters of desired outcome. Ideally someone on the team will filter internal politics, identify land mines, run traps, negotiate bureaucracy. Hear from all stakeholders, search them out, listen for their value, and evidence to them that they were heard and credit their contribution. Continuity of team is favorable to any project but especially true where scale or funding drives phased implementation. An engaged and responsive single point-of-contact empowered to act and decide is invaluable: ideally they appear in the strategy phase, in the design phase, in the construction phase — though it need not be the same person in each phase. Identify the issues and announce intended workarounds: timely communication about difficulties avoids conflict and aligns expectations. Page 266 | Modern Cave Painting

Messaging that embraces order and structure

Lessons Learned | Page 267

Like any network (social or computational) there will likely be fault messages, system errors, and ad hoc reconfigurations: Focus on Solutions Mistakes are made. If something goes wrong, spread solutions, not blame. A smoothly run, successful project doesn’t mean no mistakes are made, just that they are corrected expeditiously and friction is kept to a minimum. Display Commitment H a r d Wo r k Sometimes people get excited. Their money and job may be on the line. accustomed the associated with construction projects. Stay calm and be diplomatic. We’ll all see the job through. Visible FMany A C I L I Tare I E S not AS A M E D I A V E H I to CLE F Okind R O N -of B Rpressure AND MESS AGES commitment and leadership will instill confidence. Success is in the orchestration Like any network (social or computational) there will likely be fault messages, system errors, and ad hoc

reconfigurations: focus on solutions. Mistakes are made. If something goes wrong, spread solutions, not blame. A smoothly run, successful project doesn’t mean no mistakes are made, just that they are corrected expeditiously and friction is kept to a minimum. Display commitment. Sometimes people get excited. Their money and job may be on the line. Many are not accustomed to the kind of pressure associated with construction projects. Stay calm and be diplomatic. We’ll all see the job through. Visible commitment and leadership will instill confidence. Success is in the orchestration. Complexity accommodated

Reoccurring challenges: It’s a networked world — consulting and construction expertise does not need to be entirely sourced locally: recruit the right team. Unfamiliar internal teaming that pairs communication and facilities or marketing and real estate for the first time may require détente . Multiple funding sources adds difficulty to the project process in the form of multiple owners, allocations, accountings, and audit trails. Filtered access and/or limiting engagements with the ultimate decision maker(s) requires too much reliance on team telepathy. Project phasing that isn’t followed disrupts a strategized sequence of decision making and alters spending and outcomes. Failure to invest in ongoing curation of the assets — and refresh of the content — following a successful install and launch. Lots of reviewers but no approvers: command and control organizations are often more expedient than consensus cultures. Project process and deliverables that are too unfamiliar and too different from the everyday duties of marketing and facilities can be derailing. Multiple consultants invested in diverse visions of the goal must be reconciled early with a united allegiance paid to the go-forward direction. Poorly thought through ideas presented via realistic 3D renderings can create client expectations that will require the application of magic or money to accomplish. Few fathers of risk, many fathers of success: once a high profile initiative begins to look successful, more ownership appears — late to the decision making and eager to now engage — including the review of established strategy and the revisiting of prior choices. Where projects are pioneering new ground and pushing envelopes, familiarity and catalog products and precedents and repetitive work will rarely be the norm. The joy in invention is often balanced by the challenges it creates and project management must be adaptive.

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Artful outcomes achieved amidst improvisation

Lessons Learned | Page 269

project designers

Juan Esparza

Jim Alderman

Hal Kantner

Sheri Allan

Hady Khorsheed

Mark Askew

Scott McCombs

Elissa Boedeker

Daniel Meeker

Each of the cave painters listed here,

written and edited

Gerald Callo

Alan Ng

owes a debt to the designers of the caves

Hal Kantner

Jay Dacon

Cindy Richardson

they embellished. Many of these projects

Jeff Ehrlich

Patrick Schmidt

were delivered in tandem with a larger team

Juan Esparza

Melissa Schmitz

of architects, interior designers, lighting

Diana Gonzales

Nurit Shell

designers, and specialty consultants.

Allison Haun

Adry Suryadi

Too extensive to list here, those contributions

Craig Hein

Kelsey Trepka

set the stage and were fundamental to the

Christina Hui

Doug Wilson

success of the projects depicted.

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chapter

publication design

further information cave painters standing by...

clients provide us with the opportunity to craft, create, discover, invent... every project is an appreciation of these opportunities for mutual success

Further Information | Page 271

Integrators of Space and Message, Brand and Culture ALIGNING ON-SITE WITH ON-SCREEN AND IN-PRINT

We are integrators of space and message. Our days are spent scripting and storytelling, illustrating and communicating. Our value is in the ability to visualize the drivers of organization and enterprise. We make them visible, approachable experiences with a sense of place. We employ print and pixel, art and artifact, to create experiential environments that are on-brand and of-culture.

Enterprise Mission

Strategized experiences and scripted message downloads tied to desired cultural behaviors and business vision and values.

Cultural Values

Desired culture is reinforced. Past evidenced and understood. Present delineated and actionable. Future anticipated with known direction. Click-through, read-through, and walk-through...the 2D and 3D experience aligned.

Future Vision Collective Memory Page 272 | Modern Cave Painting

Storytelling Experienceâ&#x201E;˘ C L I C K-T H R O U G H , R E A D -T H R O U G H , A N D W A L K-T H R O U G H A L I G N E D

We develop sensitive design solutions that are stimulating and create a sense of empathy and entertainment. This is achieved through careful interaction with our clients, a focus on value and a dedication to design excellence. Our design solutions consider our clients cultural influences and business traditions. Every organization is unique, and one of the ways this quality is expressed is through its visual image. Our design approach is based on the ability to identify this uniqueness and translate it into responsive planning and design outcomes.

Branded environments

Placemaking strategies

Media design

Identity planning

Further Information | Page 273

Learned Mutualism O U R A P P R E C I AT I O N F O R T H E O P P O R T U N I T Y T O C R E AT E W I T H O U R C L I E N T S

Our reward: co-authoring inventive 3D biographies

Our approach to business is an appreciation for mutual success. Each client’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 – 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.

Storytelling ExperienceTM | hok.com | viscomm@hok.com | +1 713 407 7700

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Visually rich storytelling across a spectrum of scale Further Further Information Information || Page Page 275 275

modern cave painting | amidst the pixelated campfires Messages ‘painted’ inside the enterprise cave that record the origins of the tribe and epic events in tribal history. It also affords the ability to evidence tribal belief systems. These cave paintings serve to educate the young, and the new, more recent arrivals. These messages may also persuade visitors to join the tribe... or perhaps lets other tribes see your strengths... and convince them to ally with you. As a phenomenon, it offers up corporate lore and evolves into corporate myth, each tying enterprise culture together as a community.

Visually rich constructs and artifacts

Layered imagery and meaning to decipher

References and connections discovered

Modern Cave Painting is a useful metaphor for thinking about one’s own cave and what cultural storytelling is passively recorded on the walls; what corporate lore is relayed interactively around pixilated campfire settings; and which treasured artifacts are displayed as evidence of tribal success. We explore the cave painting analogy and review the creative process, reoccurring concepts, delivery tools, and project management techniques used to storytell inside today’s corporate cave.

The

Guide to Storytelling Environments

Identity Planning | Message Masterplanning | Branded Environments | Media Design | Placemaking Strategies