BR AND INVESTMENT A C O H E S I V E V I S U A L J O U R N E Y D E S I G N E D F O R R E TA I L A U D I E N C E S A N D W O R K P L A C E A S S O C I AT E S
OMAHA | NEBR ASK A | USA
Making vision visible, mission actionable, customer personal, and culture tangible Scripting the associate and visitor experience in three dimensions. Migrating the vocabulary of creative visual content authored for external audiences to the internal associates environment. Migrate the vocabulary of creative visual content authored for the workscape to on-screen and in-print media used to communicate with both associates and clients. In this way, the cycle is completed: foot fall, click through, read through and mind set are aligned. Investor relations messages to visiting investment community; corporate communications messages to resident and visiting associates; public citizenship messages to the drive-by citizen. In the TD Ameritrade environment, all are made visible in an orchestrated design and speak with a cohesive voice.
A Visual Journey at TD Ameritrade 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
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
A Unified TD Ameritrade Community: Ultimate Goal is a Unified Community: External, virtual, and internal participation External, Virtual and Internal Audience Participation OVERALL TD AMERITRADE COMMUNITY “THE EXPERIENCE CLICKS�
Brand umbrella covering trading community Technology tools and apps (from blogs to telepresence to stock tweets) will further infiltrate both branch and workplace and provide the bridge between and to clients.
External Marketing to Retail Environment 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
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
Branded Environments as Extension of Cave Painting st
The new branch can fill a 21 century void: social community. It can become the gathering place for the TD Ameritrade community.
The goal of the evolved branch is to house a community of like-minded clients and associates. Historical Shift from “Identifying of” to “Identifying with”
Historical Shift from "Identifying of" to "Identifying with"
STORY TELLING
TRIBAL LORE
IDENTITY HERALDRY
CORPORATE IDENTITY
NEW NEXT: EVOLUTION TO COMMERCIAL COMMUNITY The branch can fill a 21st century void: social community. It can become the gathering place for the TD Ameritrade community.
Retail Environment to Associate Workscape A BRANDED ECOSYSTEM
Retail displays create content for workplace displays
External marketing creates content for retail displays
External Marketing
Workplace displays create context for internal communications messages
Internal Communications
R E TA I L
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
Worplace: much larger footprint than retail
Retail motifs scale up to compliment volumes present in workscape
Ability to promote distinct components of enterprise
Ability to badge individual competencies so retail assets are morphed in scale and hybridized in content
Colorful creative vocabulary visually activates the workscape
Workplace amenities echo the needs of the original retail design brief
Associate Workscape to Internal Communications 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
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
Workscape Photo Shoot
Intranet Media Content
Brand enhanced workplace becomes stage sets for internal communications
“We are what we repeatedly do. Excellence, therefore, is not an act but a habit.” —
A R I S T O T L E
Environments as backdrop for webinars and art assets repurposed for communications collateral
Visually enhanced backdrops play the role of stageset
Visual arts support this-is-who-we-are messages
Internal Communications to Associate Workscape A BRANDED ECOSYSTEM
Retail displays create content for workplace displays
External marketing creates content for retail displays
External Marketing
Workplace displays create context for internal communications messages
Internal Communications
R E TA I L
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
Graphics for sales event migrate to workplace display
Internal communications writ large as exhibitry becomes workplace connections to clients
Headquarters environment benefits from four turns of brand asset accumulation
Integrating financial charts and graphs with trading heatmaps results in a matrixfinancial of graphical representation of data. Real Integrating charts and graphs with trading heatmaps time financial market as artful interpretations. results in a matrixinformation of graphical representation of data. Real time financial market information as artful interpretations.
A finance and investments backstory unfolds as visitors are greeted with a graphic sculpture in the two story building lobby
2D becomes 3D in two story lobby
Data mapping of trading algorithms meets engraving art of financial instruments
Pattern color and motif code spatial purpose and intended usage of rooms
Connection to local community exhibited
Connection to planetary community depicted
Evidence of the creative culture living here. Taurus and Ursa Major constellation patterns in artwork become corporate lore
Kinetic work life, creative culture, and corporate sponsorship intermingle in fitness center
Cafeteria thematic celebrates competencies while promoting creative culture
Pithy station naming ties back to the vocabulary of trading, finance and investments
Competitive mindset meets creative culture in artful game room
Workscapes so creative, associates bring families to see their cool workplace
Visually constructing corporate culture via creativity
Visual vocabulary of passive exhibitry migrates to interactive pixels and bits
Archival imagery is joined with visual motifs and graphic patterns to storytell on screen
Visual advances executed for workplace will eventually cycle into retail centers
Associate Workscape to Retail Environment A BRANDED ECOSYSTEM
Retail displays create content for workplace displays
External marketing creates content for retail displays
External Marketing
Workplace displays create context for internal communications messages
Internal Communications
R E TA I L
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
Prototype for Retail Refresh
Employs the kit of art created by headquarters workplace
Passive graphics of workplace become activated media of retail
Retail Environment to External Marketing A BRANDED ECOSYSTEM
Retail displays create content for workplace displays
External marketing creates content for retail displays
External Marketing
Workplace displays create context for internal communications messages
Internal Communications
R E TA I L
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
Airport kiosk extends retail environ
Conference tradeshow exhibit
Displaying community connections
Local Connection
National Connection
Planetary Connection
Promoting a local connection through sponsorship
SOCHI SOCHI 2014 2014
EMBRACE EMBRACEIT’S ALL ABOUT THE THE OLYMPIC OLYMPIC THE SPIRIT SPIRIT JOURNEY
# itaddsup # itaddsup
# itaddsup # itaddsup
GOGO TEAM TEAM
USA USA
Danelle
Ums
tead
Danelle | Alpin
e Skiin
g
IT’S IT’S THE ALL ALL ABOUT ABOUT QUEST THE THE FOR JOURNEY JOURNEY SUCCESS
THE THE EMBRACE IT’S ALL QUEST QUEST THE ABOUT FOR FOR THE OLYMPIC SUCCESS SUCCESS SPIRIT JOURNEY
EMBRACE EMBRACE GOTHE FOR THE THE QUEST THE GOLD OLYMPIC OLYMPIC INFOR YOUR SPIRIT SPIRIT SUCCESS LIFE
EMBRACE GO GOFOR FOR THE THE THEGOLD GOLD OLYMPIC ININYOUR YOUR LIFE LIFESPIRIT
Ums
tead
| Alpin
e Skiin
g
# itaddsup
Noelle Pikus-Pace Noelle | Skeleton Pikus-Pace Race | Skeleton Race
Promoting a national connection through sponsorship
Ryan Callahan Ryan | Ice Hockey Callahan | Ice Hockey
GO FO THE G IN YO LIFE
Full cycle within branded ecosystem: External marketing assets repurposed on headquarters skyline
The Value Achieved from Visual Cross Pollination COLLECTED KNOWLEDGE AS VISUAL GUIDELINES
Campus Connectivity Master Plan
Visual Identity Compendium for Retail Stores
Visual Identity Compendium for Workscapes
VISUAL ENVIRONMENTS AS 3D EXPERIENCES
Retail Store Identity Enhancements
Executive Workscape Displays
Operations Workscape Displays
Contact Center Workscape Displays
Headquarters Workscape Displays
EXTENDED IMPACT AS ADDED VALUE
Retail Self Service Kiosk Design
Impact on Broadcast Advertising Sets
Sport Park Naming and Visual Identity
ROI: Cascading influence of the initial retail design brief
Internal Communications Collateral
Project Contributors
TD Ameritrade
HOK
Katrina Becker
Christina Hui
Julie Boilesen
Hal Kantner
Lorne Hurov
Melissa Schmitz
Russ Korins
Adry Suryadi
Neal Obermeyer Greg Quick
Renze Display
Xibitz
Doug Buchanan
Tara Chandler
Stephanie Magers
Chuck Plockmeyer Lloyd Siebelink
H O K V IS UA L C O M M U N I C AT I O N S Ser vices include HOK Visual Communications can strategically plan and design the appropriate vehicle to convey your message, package your information, position your image, or promote your product. Our client experience is broad in scope and international in reach. We offer deep, knowledgeable expertise in communicating about all aspects of the built environment. We seek functional, aesthetic, and economic solutions that are flexible and durable and we fully understand the business implications of good design. +1 713 407 7700 | hok.com | viscomm@hok.com
IDENTITY PL ANNING MEDIA DESIGN BRANDED ENVIRONMENTS PL ACEMAKING STRATEGIES WAYFINDING SYSTEMS