This experiential graphic wall is the one visual sentence expressing culture and core beliefs of this architecture firm. This office lobby wall was identified to communicate the firm’s mission statement: Create. Meaning. Together. This statement, never used as a tag line, describes the firm's ethos to working with clients and their communities and is a distinguishing characteristic of how the company views the role of every employee in the firm. In a pivot from the expected use of a lobby to showcase typical marketing graphics and project showcase, the focus turned to the employee. The objective was to create an engaging no-tech experience that would inspire a deeper understanding of the firm for vising clients, community members, and future employees.
The key strategy was to present all employees equally without bias or hierarchy. Representing each employee as a part of a whole is the hand-drawn signature uniquely crafted to feel permanent and not easily changed. An equitable presentation of employees ranging from two weeks to thirty-two years in tenure, the use of signatures speaks directly to the respect, trust and responsibility given to every individual joining the organization.
The visual impact is unforgettable and exemplifies a brand truly experienced.
Entry Type: Single Entry
Primary Role of the Designer: Designer as brand steward
Client Relationship: An in-house on-going relationship
Intention of the Project: Re-launch, redesign, or update of an existing product, service or program
Development Budget: $2,501 – $5,000
Production/Execution Budget: $10,001 - $30,000
Source of Funding: Funded internally
Creative Director: John Sova
Art Director: Lea Schuster
Designers: Lea Schuster, Tony Montgomery
Photographer: Lea Schuster, AJ Brown Imaging
Producer: MTRL DESIGN, Zongkers
Create. Meaning. Together.
Environmental / Experiential Design
Winner - 365: AIGA Year in Design (2021)
Title: Create. Meaning. Together.
Design Firm/Agency: RDG Planning & Design
Client Industry: Design & Architecture
Client Location: Omaha, Nebraska, USA
“A mission-driven environment creates a space where that mission is always top of mind. The signatures feel handcrafted, which makes it clear that everyone who works there is an equal part of the team.” —Nakita Pope