Description:

Enabled by the change of workplace location, this was an opportunity to create a cultural change for a small business that serves the retail industry in physical environments. We wanted to irradiate the idea of change and growth internally to all ranks of the personnel, equally to the clients. We wanted to create a workplace that was a storytelling piece, linking Brandspec services to their clients under one roof.

The strategy for the space aimed to transpire the company’s purpose into a new ‘big box’ space. We identified areas to inject ‘magical branding opportunities’ reflecting the ethos and values of the company through materiality and product. These key moments would assist in shaping BrandSpec’s workplace.

Taming a humble budget, the idea was defined as Exposed Compositions. This idea mirrored the partnerships with clients and expressed the underlying spirit of these brands through elements that juxtapose shape, color, and texture. Every sense would be engaged in the different rooms, beyond mere visual excitement.

Working alongside the proposed site, the interior continues the contemporary aspect of the architectural expression. Inspired by the end products delivered by Brandspec, the spatial strategy showcased the building’s transparency and materialized the tangible aspect their brand activation business.

The design was based on three organising principles:
A - Reduction and Repetition, to work with the scale of the built environment while reducing the complexity of suppliers and materials..
B - Resourcefulness & Innovation, showcasing a unique and considered approach to materials expression, combining polished execution with exposed technical elements.
C - Bold compositions, utilizing geometrical shapes to communicate positive values and the business dynamic. Tasteful use of colour could bring memorable moments for visitors and clear identity to Brandspec staff.

With an emphasis in colour, these transpired in Monochromatic meeting rooms, applying not only paint but matching furniture and flooring selections. Use of alternative, lower environmental impact materials included recycled rubber, cork, and cardboard on the stairs flooring and furniture respectively. Since printing is a significant part of the business, colorful applications of techniques were incorporated into wall tiling, flooring patterns, and room screen designs.

Starting in 2022 with a graphic design exercise, this project integrated all brand strategies into a tangible space. From a workplace culture perspective, it created an environment where all company members could share the space, promoting a more horizontal organization. By focusing on creating a central heart through the location of the hospitality and arrival area, staff and clients are naturally drawn here, thus creating a vibrant social, cultural, and mixed-use area.
The space brings new opportunities to the client to amplify their offer to both clients, by spending more time in the space. It has also resulted in higher calibre new hires for the company.