Work, Life, Brand

It relies on a great strategic and creative work to build on a narrative that will spread across each and every touchpoint for your brand. To the target audience as well all the workforce and partnerships.

It’s a demanding job that depends on the alignment of many teams, to deliver a consistent message across every important moment to the brand. Sometimes, it’s a visual detail. Such as color, scenery or a specific element, even a character. Usually, this comes in a brand book that will guide a creative team to use the mandatory elements in order for the brand narrative is in place. However, some things aren’t on the brand book.

When talking about interior design for a brand, a brand book plays a huge part. It will guide the teams to use the ideal setting, considering the mandatory elements of the brand. But every brand has its specifics. They have different approaches and complexities. When analyzing a interior design briefing for a brand, it’s not just about the visual elements or the products main message. Because, with interior design, most of the time it’s an inside job. The work is for the team and not (just) the customer.

That was the challenge with Vesam, an engineering company specialized in steel structures. The mission was to create a space for its workers, where they could lunch and snack, as well for business or intern presentations. And plus, a place for hangouts.

For this, there was an initial approach. A very brand focused one. Since the main color of the brand – its logo – is blue, the first plan had a very institutional blue look and feel. However, the client wanted more to this particular space. He wanted to make people feel “like home”. A comfortable yet practical space, to make the workers feel good, whether they were having a meal and relaxing or making a business presentation.

And so, we made some changes, that would respect the brand guidelines, transforming the blue color from a whole scenery to a specific element that would pop out: the sofas. Everything else was transformed to fit that “like home” feeling, but maintaining a relevant brand narrative: for the workforce. Focused on motivation, rather than selling.

So, the main goal was to provide comfort. And we did that to a point that even the client said that he lacked that kind of quality in his own home and all of the workers asked for our cards for future private projects.

But how did it play out? One of the main things was for it to not look like a canteen, and so we blocked the view from the kitchen, to provide a more sophisticated feel. The auditorium space was filled with acoustic slatted panels, with high tables for the coffee break. The canteen (that didn’t look like a canteen) looked like a living room, but maintaining the professional look.

A simple, yet defying project. Because it was not just about the looks, it was about the feeling. On that would motivate and immerse workers on the brands work culture.