A brand story is the narrative that encapsulates the essence, values, and mission of a brand. It is the tale that a brand tells about its origins, its journey, and its purpose. This story is crafted to resonate emotionally with the audience, creating a connection that goes beyond the product or service being offered. The brand story is foundational, serving as the backbone for all other brand elements and communications.1.
"Every remarkable design emerges from a persuasive story."
- Lorinda Mamo 2.

In every intriguing design, you'll find the heart of an engaging narrative.
- Lorinda Mamo
3.
"A profound narrative forms the core of all outstanding designs."
- Lorinda Mamo\Design is the silent ambassador of your brand.\ - Paul Rand. This quote underscores the role of design in communicating a brand's identity. In the context of architecture, this means that the design of a building or space can reflect and reinforce the brand's values, personality, and message.\Design is the silent ambassador of your brand.\ - Paul Rand. This quote underscores the role of design in communicating a brand's identity. In the context of architecture, this means that the design of a building or space can reflect and reinforce the brand's values, personality, and message.

- Lorinda Mamo

- Lorinda Mamo

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A fresh understanding of your surroundings can dramatically enhance your brand's presence. By taking an existing space and transforming it through design and innovation, you create a stage for your brand's story to unfold.

Innovation Through Design: Re-envisioning Hockaday's Branded Environment

Revamping the Hockaday center gave a new dimension to branding. It's not merely a change of aesthetic; it’s a reinvention. The opulence of originality merged seamlessly with structural functionality evokes a powerful brand narrative that resonates with every visitor, visually articulating Hockaday's integrity and commitment to its mission.

Installation Phase: Crafting Hockaday's Branded Experience

Bringing a branded experience to life requires meticulous planning and execution. Throughout the installation phase of the Hockaday project, every element was carefully considered to uphold the brand's image and mission. The result? A space that not only looks fantastic but serves as an embodiment of Hockaday's values and goals, driving brand recognition and cultivating loyalty.

The Revelry: Unveiling Hockaday's Redesigned Branded Space

The unveiling of a newly branded space is a moment of celebration and pride. At this juncture, the architectural metamorphosis materializes into a physically present brand, thrilling every onlooker. The revelry post the unveiling of the Hockaday project was a testament to the effective synchronization of design, architecture, and branding aligning perfectly with the institution's venerated legacy.

Crafting tomorrow while remembering our heritage.

Rooted in Legacy, Designing for the future

The Cisco Atlanta Collaboration Center revolutionizes the traditional office environment by merging state-of-the-art connectivity, sustainable technology, and dynamic design elements. Conceptualized by CRTKL, the center emphasizes natural lighting, recycled materials, and flexible workspaces to enhance both productivity and employee well-being. Featuring advanced camera technology, noise suppression, language translation, and real-time monitoring with 8,000 data points, the facility ensures seamless remote communication and efficient energy consumption through low-voltage DC power systems. Located in Midtown Atlanta, a strategic hub for business, technology, and education, the center collaborates with Georgia Tech to cultivate future talent, emphasizing inclusivity and expanding possibilities.

Cisco’s Customer Experience Centers (CXCs) offer an innovative, branded experience that enriches customer interactions through focused and productive visits. These centers underscore Cisco’s technology's pivotal role in transforming businesses, meticulously curated for each customer. Customers enjoy interactive demonstrations tailored to their specific business objectives, crafted by sales teams and experts based on comprehensive feedback. This ensures each visit meets customer needs both strategically and operationally.

To create an experiential, branded environment for Cisco employees and customers, our team engaged in extensive workplace experience research to understand the needs and aspirations of the stakeholders. We aligned the project with Cisco’s vision, particularly its goal to “Empower an Inclusive Future for All.” Leveraging prior experiences with CRTKL and Cisco, we integrated key sustainability and transformation insights, and by studying global industry trends, we infused cutting-edge ideas into the design. The new workplace experiences were rigorously tested, iterated upon, and refined through agile prototyping and constant user feedback, aligning everything with human-centric and business KPIs. The outcome was a comprehensive classification system for all Cisco workplaces and brand guidelines for implementing this new system.

Provide final recommendations for any adjustments or changes to improve the workplace experience.
Document the end-to-end process and its outcomes for use in future projects.

Gather insights from stakeholders on key experiences and uses.
Understand stakeholder and user perceptions, needs, and expectations for authentic storytelling.
Understand user pain points and challenges.
Foster a sense of ownership through early stakeholder and user involvement.
Identify gaps between the intended brand image and actual perception.
Understand the relationship between experience and core values, mission, and vision.

Goal: Unite on a vision for the brand experience within the building. Agree upon the foundational elements of the experience storyline and how those elements will begin to translate into the built environment.

- What specific elements of the built environment do you feel most strongly represent the UT McCombs School of Business brand?
- Can you recall a memorable interaction or moments within the building? What space were you in?
- From your point of view, what are the most important stories to tell?
- Tell us about your daily experience in the building.
- Tell us about unique experiences or events you have within the building.
Dear Team,

Thank you for swiftly coordinating everyone. If we can meet on the 25th or 26th, it will allow our team to provide better input on the design presentation scheduled for July 10th and 11th. If these dates don’t work, the week of July 8th can also be considered.

Attached is a draft agenda for both days. The first day is flexible, and we can adjust times to accommodate more interviews or group meetings. Based on our discussion, we aim to meet with BBA, Innovation, Career Center, and a student group. Please advise on the most relevant groups to meet. If certain groups are essential but cannot fit into the schedule, we'll find an alternative time.

Included with this email is an interview guide. Typically, we start with opening questions and allow the conversation to develop naturally. Our goal is to gain a deeper understanding of the McCombs brand and experience from various perspectives.

The second day will be a focused brand experience visioning session, an interactive and participatory session with targeted discussions and activities. Ideally, this group should consist of no more than 15 key decision-makers, but we can adapt as needed.

I am available to discuss the agenda in more detail at your convenience.

Best regards,

[Your Name]

Dear [Recipient’s Name],

We’re thrilled to invite you to a Visioning Workshop that will shape the future of our brand experience! Set for the second day of our meetings, this interactive session will cover key objectives:

Review benchmarks.
Agreement on key themes, moments, and stories.
Collaboratively defining our brand story and vision for the built environment. Establishing the foundational elements of the experience storyline, including storytelling, donor recognition, art, signage & wayfinding, and graphics.
Mapping out story locations and determining their importance.

Your participation is crucial, and we eagerly await your valuable contributions. Please let us know if you can attend or have any questions about the agenda.

Best regards,

We’re thrilled to invite you to a Visioning Workshop that will shape the future of our brand experience at McCombs!

This interactive session will help us define our brand story and vision for the built environment, establishing the foundational elements of the experience storyline, including storytelling, donor recognition, art, signage & wayfinding, and graphics.

Additionally, we will map out story locations and determine their importance in the context of our overall design and user experience. Your participation is crucial, and we eagerly await your valuable contributions. Please let us know if you can attend or have any questions about the agenda.

[Your Name]

A brand story is the narrative that encapsulates the essence, values, and mission of a brand. It is the tale that a brand tells about its origins, its journey, and its purpose. This story is crafted to resonate emotionally with the audience, creating a connection that goes beyond the product or service being offered. The brand story is foundational, serving as the backbone for all other brand elements and communications.

Brand experience refers to the holistic perception and interaction that consumers have with a brand across various touchpoints. This encompasses everything from the sensory and emotional responses elicited by a brand to the practical aspects of customer service and product usage. A well-crafted brand experience ensures that every interaction, whether online or offline, consistently reflects the brand's values and promises, thereby fostering loyalty and engagement.

Brand style, on the other hand, is the visual and aesthetic expression of a brand. This includes the logo, color schemes, typography, imagery, and overall design language that a brand employs. The brand style is crucial in creating a recognizable and cohesive identity that can be easily identified by consumers. It serves as the visual shorthand for the brand's personality and values, making it an essential component of the brand's overall strategy.

A brand story is the emotionally resonant narrative that details a brand's origins, journey, and mission, forming the foundation for all its communications.

Brand experience is the comprehensive perception and interactions consumers have with a brand, ensuring consistent reflections of the brand's values across all touchpoints.

The visual and aesthetic representation of a brand, including elements like materials, graphics, colors, and typography.

Integrating technology and art into exhibits to enhance storytelling and create engaging experiences (BE Workshop: Session Three). Speakers discussed using a combination of digital elements like light installations, interactive displays, and traditional art forms like photography to honor history and create impactful moments.
Designing flexible, multi-purpose spaces that cater to different user needs and learning styles (BE Workshop: Session Three). The speakers emphasized creating personalized experiences through a mix of digital and physical elements, allowing different groups like students, alumni, and faculty to feel inspired and engaged.
Incorporating the building's surroundings and views into the design to connect with Austin's culture and landscape (Note). The speakers highlighted the importance of the building's visual interlock with iconic Austin landmarks like the UT Tower and the city skyline in enhancing the overall experience.
Showcasing student and alumni success stories to inspire current students and foster a sense of pride and belonging (BE Workshop - UTA McCombs - First Session). The speakers discussed using interactive displays, personalized welcome experiences, and highlighting historical milestones to celebrate the university's legacy and impact.
Creating a collaborative and inclusive environment that fosters teamwork, networking, and career exploration (BE Workshop - UTA McCombs - First Session). The speakers emphasized the importance of designing spaces that encourage collaboration, provide opportunities for career development, and make students feel welcomed and equipped for their future endeavors.

Enhancing Storytelling through Technology and Art: Utilize digital elements like light installations and interactive displays alongside traditional art forms to create impactful and engaging experiences.
Enhancing Multi-purpose Spaces: Enhance adaptable environments that cater to various user needs and learning styles, crafting personalized experiences with a blend of digital and physical elements.
Incorporating Local Culture and Landscape: Integrate the building’s surroundings and views to connect with Austin’s culture and iconic landmarks, enhancing the overall branded experience.
Showcasing Achievements to Inspire and Engage: Highlight student and alumni success stories through interactive displays and personalized experiences to foster pride and a sense of belonging.
Fostering Collaboration and Career Development: Create inclusive spaces that encourage teamwork, networking, and career exploration, making students feel welcomed and prepared for future opportunities.

Experiential

Human-Centered

Holistic

Passionate, human-centered designers dedicated to bringing your brand to life within its environment. We design moments and experiences that embody your brand's unique identity and create profound, meaningful connections with your users.

Branded environments are more than just physical spaces; they are thoughtful, engaging experiences that differentiate your brand and inspire lasting memories. By integrating our expertise with your vision, we ensure every design decision resonates with your audience on a deeper, more impactful level.

Here are the most commonly used words in the provided statements:

1. Brand/Brand's

2. Experiences

Environments

Design

Engagement

Meaningful

Human

Hey Juan, Here are my thoughts:

I substituted "Brand/Branded Environments" with "Experiential Design."
It's not an issue if the design team hires another consultant to design these pieces, but the design style must align with the campus's look and feel. We're assisting HKS with multiple donor mock-ups for the exterior that are not included in the proposal, so our time and fee for this conceptual phase remain unchanged. The language now reflects design coordination rather than the full-system approach.
1. Should we cancel our meeting with PHMS about donor team needs?
The visual listening session was completed successfully during the visioning session, so I removed the related language.Regarding the fee, we cannot adjust it. We're dedicating significant time to support the HKS teams on various initiatives, including PFAN Town Halls and interior session renderings. We do not need to explain this to PHMS, but cutting the fee under these circumstances is unreasonable.

Hey Brian,

Our internal signage/wayfinding team, with over 25 years of experience, reviewed the FocusEGD/Square Peg proposal. We suggest collaborating with them but handling more of the upfront design to ensure better integration.

Our team, operating between Dallas and Chicago and managed by me in Dallas, proposes:

100% Schematic Phase
100% DD Phase
30% CD Phase (70% FocusEGD)
20% CA Phase (80% FocusEGD)

Their fees align with market rates and our own. I’ll also send our healthcare signage qualifications this week.

Alternatively, we could retain the FocusEGD proposal as is and add a fee for managing their design process more closely for better integration. Open to either option.

Hey Tom/Jordan/Ron,

I've been involved with the SMU - Masters in Design Innovation program for about the past ten years. This semester, they've invited me to be their Designer in Residence. Essentially, this role means I'll mentor the program, dedicating 3-5 hours per week to meeting with students on their projects and advising the program overall. The focus is on human-centered design, and the cohort typically includes students from architecture, engineering, and design disciplines.

Before I commit (which I’m inclined to do), I want to ensure there's no conflict or reason not to. Additionally, they usually host a fall event to kick off the school year, including an interview session with the current Designer in Residence (which would be me). I'd love to host this event at PW. They'd handle the drinks/food expenses, but we'd provide the space.

Hey Jen,

To finalize our concept design phase for activations—graphics, history walls, interactive moments, etc.—we're planning a mapping session with the small PHMS working group. The goal of this session is to walk through each of the core spaces and typical IPU floors to agree on the recommended activation types, whether 2D graphic, dimensional, or digital/interactive. We don’t need to determine the exact look or messaging just yet (that will come in our SD phase), but we do need to make decisions that could impact structure or power requirements. It is crucial that art coordination and marketing are part of this conversation, as we will also be mapping campaign moments and art elements to discuss.

Before our session with you, the design teams will have had working sessions to ensure everything is coordinated with interiors and planning. We also have a session next week with the PHMS donor team, which should be valuable for understanding the placement of history walls and donor moments that may require power or lighting.

Would Wednesday, 9/18, or Thursday, 9/19, work for a two-hour session? We're open on both days.

Thank you!
Sarah

Dear Mohammad,

Thank you for the opportunity to present our proposal for your upcoming Customer Experience Center and Design Thinking Lab for Innovation. We greatly valued our discussions about elevating the Brinks experience and highlighting your products, vision, and stories.

This proposal includes the case studies we reviewed together, our understanding of your project, and our tailored strategy for creating a unique, inspiring experience that can be rolled out to multiple locations and markets. We invite you to review our approach to ensure it aligns with your vision. The proposal begins with a visioning session to unite stakeholders in the desired experience, followed by a conceptual design phase where we will present options for how the experience comes to life. Upon approval of a concept, we can provide a detailed proposal for schematic design through construction.

Drawing from our rich expertise in creating dynamic workplaces and experience centers, our collaborative team includes expertise in design thinking, branding, workplace strategy, and furniture design. This ensures we can deliver a cohesive Brinks brand experience that resonates with your organizational culture and connects meaningfully with all employees and visitors.

We are enthusiastic about the possibility of contributing our expertise, insights, and creativity to bring your vision to life. We look forward to demonstrating our capabilities and collaborating on this remarkable project.

Best regards,

Updated map design for Renown Healthcare system

Update the masterplan map to include dimensional buildings

Update the site map

Utilize brand standards

Provide native, digital files

Scope of Work for Renown Healthcare System Marketing Team:

Updated Map Design for Renown Healthcare System

For the Renown Healthcare system, the scope of work involves several key tasks. First, we'll utilize the most current site plan to redesign the master plan map, incorporating dimensional buildings to create a detailed and engaging visual representation. Next, we'll refresh the site map to accurately reflect current layouts and destinations, ensuring it remains coherent and easy to navigate. Adhering strictly to existing brand standards, we'll maintain consistency across all materials. Finally, we'll provide native, digital files for all updated maps and design elements, facilitating seamless integration and future use.

How do you see market opportunities for your discipline evolving in 2025?

Our market opportunities remain relatively stable, primarily revolving around the higher education and healthcare sectors, although in 2025 we will also be undertaking two major civic projects (Dallas Convention Center and TX High-Speed Rail). With the Dallas-Fort Worth (DFW) metroplex experiencing consistent economic growth, I also anticipate a rise in workplace projects next year, although these tend to be smaller projects with challenging margins for us.

Strengthen our global practice by increasing collaboration and sharing, rather than operating in isolated silos. Embrace cross-studio mentorship and leverage lessons learned. Establish a crit system/practice to enhance/reinforce design excellence.

Expand our reach and enhance our expertise in new markets by providing better support to offices that do not have a dedicated BE studio. Establish clear guidelines on who to contact for potential projects and distribute these projects based on expertise.

Let's streamline our internal processes to focus more on impactful work. We need to establish a single library of materials/case studies, simplify our marketing materials, and clarify our budgeting and finance procedures. These simple tasks are taking up way too much time.

This past year has been really incredible for Lauren:

She initiated the launch of Branded Environments in Dallas.
Lauren built strong relationships with the Education team, generating the revenue that enabled team expansion and recruitment.
Her unique skill set in designing, leading, and managing projects sets her up to be a future leader of this team.
She is already performing at the associate principal level, she deserves the recognition for her significant contributions.
We discussed continuing her growth/learning in brand strategy and developing her unique approach to brand research and strategy within the built environment.
Overall, she is doing a really amazing job. I'm looking forward to seeing her grow as a leader of people, and grow in her development of branding in the built environment.

Travis has had a really strong year leading our startup creative team.

He established a creative team.

He built and launched new creative processes.

He worked on many large, complicated projects, including the ongoing work with NPC.

He developed strong working relationships with teams from different sectors and mentored individual team members on the BE team.

We discussed opportunities for him to further develop junior team members. We also discussed him having a stronger creative point of view at times.

We discussed now that we have a better idea of individual skillsets, it's a good time to upskill and push the design excellence overall of the team. We also discussed becoming a stronger design leader in the firm overall. We discussed exploring the Indigo program. We discussed his leadership path and nominating him to an Associate in 2025.

This past year has been really incredible for Lauren:

She initiated the launch of Branded Environments in Dallas. She helped developed the strategic plan with led to a profitable year for the startup. She helped to hire multiple roles.

She developed new team processes and role descriptions and integrated a new service into interiors and planning. Changing the way PW is working in Dallas.

She built a profitable startup.
She manages and leads 6 people.
She manages and leads multiple signrificant large projects on her own, like UTD and UT.
Lauren built strong relationships with the Education team, generating the revenue that enabled team expansion and recruitment.
Her unique skill set in designing, leading, and managing projects sets her up to be a future leader of this team.
She is already performing at the associate principal level, she deserves the recognition for her significant contributions.
She has significantly grown in brand strategy and developing her unique approach to brand research and strategy within the built environment.
Overall, she is doing a really amazing job. I'm looking forward to seeing her grow as a leader of people, and grow in her development of branding in the built environment.

Exhibits significant influence on high performance teams, leading people on high impact projects and initiatives that help advance the firm.

Recognized as a role model, developing others in advancing innovative design, techniques, tools, and delivery.

Holds profit/loss responsibility in meeting studio and financial objectives for a particular market or area of the firm, by making projects successful through strategic vision, design, effective execution, and team management.

Has a major role in marketing through: developing new business; promoting design and/or expertise via speaking or publishing; and/or developing and maintaining healthy long-term client relationships.

Participates in strategic planning activities, providing valuable contributions that influence successful outcomes.

Champions exchange of ideas, successfully managing team dynamics while uniting individuals for a common purpose.

I have only had the pleasure of working with Lauren over the past year, but her contributions to Perkins&Will seamlessly align with the core leadership criteria of influence, design excellence, strategy, and collaboration.

Lauren was instrumental in getting Branded Environments started in Dallas - championing integration over the service over the past few years, and proactively asking to start a team here in Dallas. She was a key team member in launching the startup in 2024, and was essential in developing a highliy functional, highly profitable team within the first year.

As a design leader of this profitable startup, Lauren exhibits significant influence on high-performance teams and effectively leads impactful projects like UTD, UT McCombs School of Business, and multiple K12 projects.
Lauren's ability to cultivate strong relationships, notably within the Education team, shows her proficiency in developing others and expanding innovative design. Her efforts have enabled team growth and recruitment through revenue generation.
She has the rare ability to be a strong designer and a strong project designer - she has completed both the Indigo program and Project Management training. She participates in financial and strategic planning and ensures projects meet financial and studio objectives.
Lauren has several independent client relationships she manages, she feels comfortable preparing and leading meetings on her own, she facilitates workshops and strategic reviews on her own. Clients trust her and her relationships with several education clients helped us build our BE discipline this year.
Lauren has a major role in strategic initiatives on the team. She led the design review in our 2025 Strategic Planning session, and she has participated in our quarterly strategic planning sessions with leadership.
Lauren successfully manages individuals based on who they are and how they work, builds out teams to work on projects based on skillsets and champions the exchange of innovative ideas. She's constantly pushing our team to be better, more thoughtful designers.

Overall, Lauren performs at the associate principal level, deserving recognition for her huge contributions to Perkins&Will. Her continuous growth in brand strategy and expertise in interior design along with her project management skills provides a promising future as a leader in Branded Environments.

Team Goals

We leave 2025 with a reputation for excelllent/thoughtful creative.

Become desired by outside people.

There is little confusion about expectations at every step of the project.

Modeling/rendering without the help of interiors.

Being trusted by design studio and sector leads.

Win a design award!

Submit for more design awards!

Do one innovative thing on every project. Something we've never seen or done before.

A more streamlined design process.

Create more buzz about BE to where we are more common place on conversation on project work and collaboration.

Develop more internal relationships in Dallas, but also in firm (regionally and globally).

Be so strong in our working process that it's easy for new people to hit the ground running.

Develop close fabricator relationships.

Develop a reputation of excellent work & positive collaboration.

Design for impact!

Design to do a good job!

Get some built work!

Get lots of client approvals!

Develop a clear roadmap/BE System developed (SD, DD, CD)

Internal recognition for our design excellence.

Elevate BE design excellence through unique contributions to the industry.

Help inform internal build concept/interview/pitch

Expand types of activations, new vendors, tech collaborations

Creative Excellence and Innovation

Do one innovative thing on every project. Something we've never seen or done before.
Win a design award!
Submit for more design awards!
Internal recognition for our design excellence.
Elevate BE design excellence through unique contributions to the industry.
Design for impact!

Streamlined Processes and Communication

A more streamlined design process.
There is little confusion about expectations at every step of the project.
Modeling/rendering without the help of interiors.
Be so strong in our working process that it's easy for new people to hit the ground running.
Develop a clear roadmap/BE System developed (SD, DD, CD)
Help inform internal build concept/interview/pitch.

Reputation and External Engagement

We leave 2025 with a reputation for excellent/thoughtful creative.
Become desired by outside people.
Develop a reputation of excellent work & positive collaboration.
Create more buzz about BE to where we are more commonplace in conversation on project work and collaboration.

Client Relations and Approvals

Being trusted by design studio and sector leads.
Get lots of client approvals!

Relationships and Collaboration

Develop more internal relationships in Dallas, but also in the firm (regionally and globally).
Develop close fabricator relationships.
Expand types of activations, new vendors, tech collaborations.

Project Outcomes

Design to do a good job!
Get some built work!

Individual Goals

If members of the team feel like they have expanded their knowledge familiarizing with diverse design and thought styles or practicing pushing expectations.

A feeling of being organized and not overworked or burnt out.

Be able to spec materials.

Leading a project & visioning, presenting with the client.

Learn more fundamentals about brand strategy.

Develop more internal relationships in Dallas, but also in firm (regionally and globally).

Be involved in interviews to help BE win more work.

Develop close relationships within Perkins&Will.

Beginning to develop my own personal design brand & starting some projects.

Have a meaningful contribution from every task completed.

Get a mentor!

Grow knowledge of BE in general

See all phases of the process through close

Learn lots of program, arch/interior, markets, client diversity, user diversity, internal PW Dallas

Creative Excellence and Innovation

Do one innovative thing on every project. Something we've never seen or done before.
Win a design award!
Submit for more design awards!
Internal recognition for our design excellence.
Elevate BE design excellence through unique contributions to the industry.
Design for impact!

Streamlined Processes and Communication

A more streamlined design process.
There is little confusion about expectations at every step of the project.
Modeling/rendering without the help of interiors.
Be so strong in our working process that it's easy for new people to hit the ground running.
Develop a clear roadmap/BE System developed (SD, DD, CD)
Help inform internal build concept/interview/pitch.

Reputation and External Engagement

We leave 2025 with a reputation for excellent/thoughtful creative.
Become desired by outside people.
Develop a reputation of excellent work & positive collaboration.
Create more buzz about BE to where we are more commonplace in conversation on project work and collaboration.

Client Relations and Approvals

Being trusted by design studio and sector leads.
Get lots of client approvals!

Relationships and Collaboration

Develop more internal relationships in Dallas, but also in the firm (regionally and globally).
Develop close fabricator relationships.
Expand types of activations, new vendors, tech collaborations.

Project Outcomes

Design to do a good job!
Get some built work!

Individual Skills

Theme: Professional Development & Learning

Expand knowledge familiarizing with diverse design and thought styles.
Learn more fundamentals about brand strategy.
Grow knowledge of BE in general.
Learn lots of program, architecture/interior, markets, client diversity, user diversity, internal PW Dallas.
Get a mentor!

Theme: Project Leadership & Contribution

Leading a project & visioning, presenting with the client.
See all phases of the process through close.
Have a meaningful contribution from every task completed.

Theme: Networking & Relationship Building

Develop more internal relationships in Dallas, but also in firm (regionally and globally).
Be involved in interviews to help BE win more work.
Develop close relationships within Perkins&Will.

Theme: Skill Enhancement

Be able to spec materials.
Beginning to develop my own personal design brand & starting some projects.

Theme: Work-Life Balance & Well-Being

A feeling of being organized and not overworked or burnt out.

Global BE Communications & Education Committee

Role:

coordinate meetings where each office shares work

coordinate education applicable to all BE studios

Develop a list of skillsets/presentations that individual BE team members can give on team calls

Understand interest in skills or education from the group

Represent your office

Share back to your office - liason with other offices and internally

About TRAVIS

Travis has had a really strong year leading our startup creative team.

He established a creative team.

He built and launched new creative processes.

He worked on many large, complicated projects, including the ongoing work with NPC.

He ran the OAS project for ARE on his own

He has mentored five junior designers

He has developed a creative process for our team

He has collaborated with lots of teams across the office.

He developed strong working relationships with teams from different sectors and mentored individual team members on the BE team.

Leadership Qualities

Takes self-directed action, exhibiting leadership while inspiring teams and colleagues to achieve high performance.
Is recognized forinnovative design ortechnical expertisethroughout the studio,demonstratesintellectual curiosity andproduces high caliberwork. Demonstrates an understanding of financial impact and objectives, with successful application to a project, initiative, or process. Effective at articulating ideas with confidence, which contributes to successful relationships with clients.

Understands the concept of risk taking and explores strategic ideas with others to advance positive outcomes.

Respectful, trustworthy, and congenial in activities andinteractions with colleagues.

About Travis: Leadership Qualities for Promotion

Travis has had a remarkably strong year leading our startup creative team, demonstrating both initiative and exceptional leadership qualities. He's organized and launched new creative processes, establishing a strong foundation for future growth and success. Notably, Travis has led several large, complex projects, including ongoing work with NPC and running the OAS project for ARE independently.

His ability to take self-directed action and inspire teams is evident as he has mentored five junior designers, developing their skills and building a pipeline for future leaders. His leadership is further reflected in the collaborative environments he fosters, as he has worked with various teams across the office, forming strong working relationships, and mentoring team members on the BE team.

Travis's innovative design and technical expertise have earned him recognition throughout the studio. His intellectual curiosity ensures the production of high-caliber work, while his understanding of financial impacts and objectives translates into successful application across projects, initiatives, and processes. He articulates ideas with confidence, building successful client relationships and exploring strategic ideas to drive positive outcomes.

In addition, Travis embodies respect, trustworthiness, and congeniality in all interactions with colleagues, underscoring his readiness for a leadership promotion.

Global BE Communications & Education Committee

Role:

coordinate meetings where each office shares work

coordinate education applicable to all BE studios

Develop a list of skillsets/presentations that individual BE team members can give on team calls

Understand interest in skills or education from the group

Represent your office

Share back to your office - liason with other offices and internally

The Global BE Committee is an internal committee made up of two members from each studio. Its purpose is to strengthen the connections between individual studios and elevate the knowledge and skills of our practice.

As a member of the Global BE Committee, your role is essential to creating an environment of continuous learning and collaboration for the Perkins&Will Branded Environments Practice. It is a unique opportunity to connect with others and promote innovation, knowledge sharing, and skill development. By coordinating and leading meetings, developing educational resources, and acting as a liaison between offices, you contribute to the goal of creating unforgettable branded experiences.

Below are essential guidelines to help you excel in your role.

Coordinate Meetings: Schedule, lead, and facilitate global sessions where each office can showcase its latest work and initiatives. Determine how often the global group meets and the purpose of each session.
Organize Education Initiatives: Identify and implement learning programs or sessions applicable across all BE studios to ensure consistent knowledge base and skill growth. This could be organizing speakers, listening to a TED talk, bringing in a fabricator to discuss a new product, or having someone share a recap from a design conference.
Create Skillset Matrix: Develop and manage a list of individual team members' specialized skill sets. These skill sets could be used for learning presentations or internal resources for project needs.
Gauge Interest: Continuously assess the skills and educational interests of the group to tailor learning materials.
Act as Studio Representative: Serve as the link between your studio and the committee, ensuring local concerns and achievements are communicated.
Internal Communication: Share insights and developments from committee meetings to your studio to keep everyone informed and engaged.

Research & Trends
Review Existing Research, Site Context, Market Understanding, User Profiles
Our team will initiate the process with a background research and reconnaissance effort to establish a baseline understanding of any work done to date, of the market context, and of your goals for the development. To understand the defined customer, we will also conduct brief desk research and review available market studies provided, including current demographic / psychographic information and customer segmentation. We'll also put together a localized trend analasis appropriate to your market and user.

Research & Trends

Our dedicated team will dive into detailed research and analysis. We'll start by looking at past projects, getting a sense of market trends, and understanding your growth goals. To learn more about your target customers, we'll dig into market studies that show who they are and what they like. Plus, we'll create a trend analysis just for your market and customer types.

Research & Trends

Review Existing Research, Site Context, Market Understanding, User Profiles

Our team will kick-start the process with comprehensive background research to establish a solid understanding of Country Club Plaza and the Kansas City Market. We will thoroughly explore work previously conducted, the current market landscape, competitors, and individual sector market analysis. We will review available market studies, including updated demographic and psychographic data and insights into customer segmentation. Additionally, we will compile a tailored trend analysis that aligns with your specific market and user base.

Task 2.2: Visioning Workshop

Based on the information collected and refined in Phase 1, we will conduct a preliminary brainstorming workshop with the client and design teams to create alignment among the various client and consultant team members. We will focus on a clear vision, goals, and storyline for the project, based on defined target customers.

Co-creation of a vision is a collaborative effort, where imagery plays a pivotal role in painting a vivid picture of the desired branded environment. Using vibrant visuals, you can project ideas and concepts that words alone cannot convey, sparking inspiration and deeper understanding across the team. Visual tools, such as mood boards or digital renderings, allow you to explore different design elements and themes that resonate with the brand's identity.

Additionally, empathy mapping acts as a cornerstone in this process. By stepping into the shoes of your target audience, you can more effectively predict their emotional response to the branded space. This approach doesn't just shape the design; it builds a bridge between the brand's narrative and the customer's experience. Through empathy mapping exercises, you identify what the audience sees, thinks, feels, and hears, crafting a space that aligns meaningfully with their expectations and desires.

Engaging in this multi-faceted, visual, and empathetic co-creation approach can lead to a more grounded and innovative vision—one that sets a solid foundation for the development of an impeccable branded environment.

Visioning Workshop (Main)

Co-Creating the Future (Secondary)

This one-day, in-person session aims to align everyone's ideas around the project's vision, goals, and storyline. We will kick off the workshop by presenting the key data and trends to set the context. Using visuals like mood boards or digital renderings helps everyone imagine what the branded environment could look like, making it easier to see how each element reflects the brand’s identity.

Empathy mapping is another crucial step, as it allows us to better understand the target audience. By predicting how users will feel, we can connect the future Poet's Alley story with their experience. This thoughtful approach helps us design a space that meets audience expectations and stays innovative, providing a solid foundation for the project's development. In the end, we'll walk away with concensus and conviction in a vision moving forward.

Vision & Experience Plan (Main)

Creating a Guide for the Future. (Secondary)

From the ideas generated in the visioning workshop, we will refine the strategy for the project. We will focus on a distinct customer journey that builds on the unique attributes of the property while adding contemporary elements that respond to the specific market. The new storyline will provide a unified direction for the various design work to follow.

We will create a preliminary brand storyline for the project that will inform the stylistic, programmatic, and experiential content of the development. The brand storyline will help to unify all the various site components, creating a thread that ties the project together over the length of its development.

Members from the various design disciplines will collaborate to create the customer journey as it applies to the plan. We will connect the storyline to the design, districting, and programming strategies. This Experience Masterplan overlay will define areas by their intended user experiences and their functional characteristics.

Hey Brian,

Great to meet you today at the conference! It sounds like you have a really exciting project on the horizon, and we would love to hear more about it and have the opportunity to share more about Perkins&Will with you and your team.

Let me know some days/times next week that work best for you. Looking forward to it!

Hi Brian,

What a pleasure it was meeting you at the conference today! We are genuinely excited about your upcoming project and thrilled at the prospect of working together to achieve something remarkable. At Perkins&Will, we're eager to share the innovative solutions we can offer to support your venture's success.

Could you let us know when you might be available next week? We would love to continue this conversation. Looking forward to the possibility of partnering with you!

We're thrilled to hear about your upcoming project and would be eager to learn more about it. We'd also love the chance to introduce you to Perkins&Will and our team.

Your project sounds amazing, and we're keen to discover more about it. We also look forward to sharing insights about Perkins&Will with you and your group.

We are excited about your upcoming venture and would appreciate the opportunity to hear about it. We would also like to tell you more about Perkins&Will and engage with your team.

We are a living brand lab. We build emotional human connections through strategy, identity and environments, crafting experiences that reflect the unique DNA of each of our clients.
Our experts in brand strategy, user-experience, and research-based design, engage clients and lead them in a collaborative process to create design solutions tailored to their unique cultures, brands, and organizational missions.
Whether crafting an identity from scratch, or building on an existing, well-established brand like Google, we look for traits that define who you are and where you’re going – helping you convey your future vision. Because the spaces we design are bespoke and purpose-built for each client, our solutions match the user, they are not a cookie-cutter predetermined design solution.
Over a period of 25 years, we helped Haworth reimagine their products, spaces, and services to reflect the evolving nature of their business. We crafted stories about the attributes and benefits of their products and services. We helped shape their strategies that helped them realize a new, strengthened market position. Through multiple spaces and locations, we evolved their spaces as their brand evolved. While there is a foundation to every brand, there is growth and opportunity that reshapes the vision while staying true to your brand foundation.
Even though Google will be conducting a separate procurement process for environmental graphics design & signage consultancy services, our integrated design approach includes members of our Branded Environments team. We believe that an integrated approach that includes multiple points of view is critical for Google to obtain the most optimum outcomes for this project.

Describe your experience branding a space to match a user. Describe how you have reflected on current designs but further them.

At Perkins&Will, we firmly believe that a brand is a promise and this promise should be expressed consistently at every point of contact to maximize a brand’s clarity, relevance, and power.

We also believe the physical presence and experience are the strongest representation of your brand for your employees. The brand voice of an organization shows up in every design decision, from lighting to color to planning to graphics.

This is why we always engage with members of our Branded Environments team, and our process always begins with a deep dive into a client's culture, values, mission, and vision—not just who they are as an organization but how those values come to life in the behaviors and attitudes of their employees.

When designing a branded space for a company like Google, it's essential to recognize that every brand is a unique promise. This promise should be communicated clearly and effectively at every interaction point to amplify its impact and enhance its clarity and strength.

At Perkins&Will, we emphasize that a physical space is a vital representation of a brand's identity for its employees. Every element, from the choice of lighting to the color scheme, spatial arrangement, and graphic elements, come together harmoniously to reflect the brand's voice and values.

Our partnership with our Branded Environments team is crucial. We begin our process by diving into Google's culture, core values, mission, and vision. It's about more than just understanding Google’s identity; it's about recognizing how these elements manifest in everyday interactions and the perceptions of their employees.

To craft a space that elevates your brand experience, our Branded Environments specialists work hand-in-hand with you, beginning with an immersive dive into your company's culture, principles, mission, and vision. We prioritize understanding the organization's identity alongside how these core values illuminate team behaviors and influence their interaction with the space.

To create a space that enhances your brand experience, our Branded Environments team partners closely with you, starting with a deep dive into your organization's essence, values, mission, and vision. We emphasize the significance of your company's identity and how these ideals are embodied in team behaviors and integrated into the use of the space.

To develop a space that refines your brand experience, we work collaboratively with our Branded Environments team, launching our journey with a thorough understanding of your enterprise's culture, values, mission, and vision. We engage with your organization’s identity, focusing on how these values are embodied by employees and reflected in their space utilization.

Describe your experience branding a space to match a user. Describe how you have reflected on current designs but further them.

At Perkins&Will, we firmly believe that a brand is a promise and this promise should be expressed consistently at every point of contact to maximize a brand’s clarity, relevance, and impact. We also believe that your in-office experience is the strongest point of brand contact for your employees. From seating arrangements to lighting and materials to color and graphics, every design choice is a reflection of your organization's brand.

To design a space that optimizes your brand experience, our designers collaborate closely with our Branded Environments team, who has 25+ years of experience connecting brand to place. Together, we initiate our design process with an in-depth exploration of a client's culture, values, mission, and vision. We also work with the client to interview stakeholders to better understand local brand culture, because while Google may have a global brand, the Google New York office brand experience will have it's own unique expression versus Google Austin versus Google Atlanta.

For over two decades, we've collaborated with Haworth to transform their spaces, products, and services into a reflection of their dynamic business evolution. By deeply understanding user needs, we designed environments that matched user expectations while embodying Haworth's core essence. This involved not only recognizing existing design trends but also pushing boundaries to innovate further. Our approach ensured spaces were adaptable and resonant with users, all while strengthening Haworth's market position with stories that encapsulated the unique attributes and benefits of their offerings. With every project, we tailored the environment to the user's journey, promoting growth without compromising the brand's foundational integrity.

Sustainability is a core value for Haworth. The company is committed to reducing its environmental impact through responsible sourcing of materials, efficient manufacturing processes, and the development of products that support sustainable work environments. This commitment is reflected in their numerous certifications and partnerships with environmental organizations.The global reach of Haworth allows it to draw on diverse cultural insights and design trends, enabling the company to offer innovative solutions that resonate on a local level while maintaining a consistent brand ethos. This adaptability is a key component of Haworth's success in creating unforgettable branded experiences.

```json Haworth's brand vision is centered around creating inspiring spaces that enrich lives and businesses. They focus on designing environments that foster creativity, collaboration, and well-being, aiming to enhance the overall experience of the users within these spaces. By integrating design, functionality, and sustainability, Haworth seeks to transform workplaces into dynamic and engaging environments.The mission of Haworth is to provide innovative and adaptable workspace solutions that meet the evolving needs of their clients. They strive to deliver high-quality products and services that support diverse work styles and organizational goals. Haworth emphasizes a customer-centric approach, ensuring that their solutions are tailored to the specific requirements and aspirations of each client.Haworth's commitment to sustainability and responsible business practices is a core aspect of their mission. They aim to minimize environmental impact through sustainable design and manufacturing processes, while also promoting social responsibility. By prioritizing these values, Haworth seeks to contribute positively to the communities they serve and the broader global environment.

We meticulously designed flexible environments and engaging stories, connecting with users to strengthen Haworth's market stance, while showcasing the distinct qualities and advantages of their products.

By thoughtfully creating versatile spaces and captivating narratives, we connected with users and reinforced Haworth's market presence by emphasizing the extraordinary features and benefits of their offerings.

We created flexible spaces and engaging narratives that resonated with users, enhancing Haworth's market position by showcasing the exceptional features and benefits of their products.

At Perkins&Will, we firmly believe that a brand is a promise, and this promise should be expressed consistently at every point of contact to maximize a brand’s clarity, relevance, and impact. We also believe that your in-office experience is the strongest point of brand contact for your employees. From seating arrangements to lighting and materials to color and graphics, every design choice is a reflection of your organization's brand.

To design a space that optimizes your brand experience, our designers collaborate closely with our internal Branded Environments team, which has 25+ years of experience connecting brand to place. Together, we initiate our design process with an in-depth exploration of a client's culture, values, mission, and vision. Collaborating closely with our client, we conduct stakeholder interviews to truly understand the local brand nuances. While Google embodies a worldwide brand identity, each office brings forth its own energy. Google New York mirrors Google's innovation spirit, yet it carries a unique New Yorker personality compared to Google Atlanta or Google Austin.

For over two decades, we have collaborated with Haworth to transform their spaces, products, and services to reflect the evolving nature of their business. By deeply understanding user needs, we designed environments that exceeded expectations while embodying Haworth's core brand values. We included flexible spaces and engaging narratives that resonated with users, enhancing Haworth's market position by showcasing their products' exceptional features and benefits. We tailored the environment to the local market user's journey with each project, promoting individuality without compromising the brand's foundational integrity.

Haworth's brand vision focuses on inspiring spaces that invigorate people and enhance lives, supported by a mission emphasizing adaptable and responsible design. In creating their showroom experience, we committed to encapsulating these principles. Each space became a dynamic narrative of Haworth's essence, seamlessly intertwining their brand vision with every design detail. We crafted experiences highlighting their product versatility and embodied sustainable design principles, ensuring that our materials and construction techniques echoed Haworth's commitment to ecological responsibility.

Our approach was as dynamic as the brand itself. Each showroom responded to the unique identity of its location, reflecting cultural nuances and user preferences while retaining Haworth's core identity. As the company evolved, our design strategy advanced in parallel. This evolution was mirrored in our use of technology, innovative materials, and interactive elements that enhanced user engagement, maintaining Haworth's position at the forefront of mindful, innovative design.

By aligning our designs with the company’s mission and vision, we ensured that every showroom was a personalized experience that resonated deeply with users, creating brand stronger brand preference and elevating brand loyalty.

Haworth's brand vision is all about creating spaces that inspire people and improve lives. Their mission focuses on design that adapts to change and is responsible. In designing their showroom, we stuck to these ideas. Each area tells Haworth's story, blending their brand vision with every design choice. We created experiences that show off their product range and focus on eco-friendly design, using materials and methods that reflect Haworth's dedication to the environment.

Branded Environments

We are a Living Brand Lab. We design new ways to help our clients tell their stories and find their way.

Branded Environments practice is a research-based strategy and creative discipline internationally recognized for leveraging design as an asset for our clients. We create experiences that deliver on your brand promise. We understand that a great experience not only provides informational cues, but also enhances brand interaction to a level of delight.

You, our client, form the nucleus of our engagement. Together, we build a collaborative relationship that enables us to reflect your unique mission, culture, community, and ideals. Using proprietary tools such as Strategic Opportunity Matrices, we identify your unique “DNA” and integrate it into rich two- and three-dimensional experiences that communicate your mission, help you reach your business and marketing goals, and captivate your target audience.

We are an interdisciplinary team that include specialists in brand strategy, development and positioning, research, marketing communications, graphic design, and interior architecture.

Our approach delivers increased sales, improved positioning and customer recognition, differentiation from competitors, and higher perceived value from investors. Internally, benefits include higher employee satisfaction, enhanced recruitment and retention, increased productivity, and a better understanding of mission, vision, and values.

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