LIVING THE BRAND
CAREFULLY CONCEIVED COMMERCIAL ENVIRONMENTS SPEAK WITH SUBLIMAL CLARITY ABOUT A BUSINESS’ ETHICS, OBJECTIVES AND DRIVING FORCES.
For the successful launch of a new business, a number of issues need to be clear: what is the core offering? Who is the target consumer or client? How is the essence of the business defined? These factors are often clarified in the form of a business plan and, where a specialist consultant is engaged, a brand strategy; in the case of these two featured projects – Flourish Paediatrics and Escala Partners – we were fortunate to inherit months of careful briefing, distilled in the form of clearly stated brand visions for their respective businesses.
At the time of our engagement, Flourish Paediatrics had been working with Round, a leading communications studio, to establish their identity and brand strategy. Central to their thinking were the willingness to innovate, an eschewal of primary-coloured paediatric conventions and a commitment to an explicitly design-focused environment.
The resulting space that we designed drew on Round’s fresh, sans serif identity: natural timbers, lively greens, clean and crisp without being acerbic. Importantly, for the subliminal strengthening of the brand, we also employed a series of architectural devices that were deliberately child- and brand-focused: a Jenga-inspired panelised wall language, child-size play spaces and a bespoke breast-feeding niche.
“Molecule understood the vision we’d created for Flourish Paediatrics and designed a space that, while retaining the atmosphere of the identity, communicated with great originality our client’s ambition to practice paediatric medicine differently.”
Michaela Webb, Creative Director, Round
The power of architecturally designed brand experiences is the depth of their communication: while logos and company colours are typically relied upon to visually connect a brand and its space, the best branded spaces employ spatial and material intelligence to create an immersive environment that’s synonymous with a company’s identity and business ambitions.
For Escala Partners’ space, for example, a deliberately inviting client lounge borrows from hospitality and club typologies to provide an environment for particularly elegant client interactions: a familial mode of close relationships that’s more interested in conversations than transactions. In this way, the space is more convincing about innovating client service delivery that any mission statement or motherhood decree could ever be.
“Molecule conducted a thorough scoping analysis, listened carefully, collaborated with partners and took time to understand our ambitions for the Escala business and brand. The result is an amazing space where clients, guests and colleagues walk in and immediately understand our point of difference; to do business differently, treat people well and redefine client service.”
Scott Carmichael, Partner, Escala Partners
The founders of Escala Partners, a fresh presence in Australia’s wealth management landscape, had worked to distil their business and brand objectives with David Pidgeon, of Design by Pidgeon. We benefitted, on our engagement, from this rigorous process, looking to the brand strategy as a major component of our brief.
The headquarters we created sought to resolve the central dichotomy of Pidgeon’s document: how could the firm be seen as innovative in their service offering while retaining enough of their establishment legacy to be considered trustworthy.
A warm, mid-century inspired palette, along with navy blues and oversized check fabrics, provided comfort and familiarity; the gloss-painted abstraction of panelised walls and coffered ceilings, meanwhile, spoke to an interest in doing things differently and recasting assumptions. In short, the final result successfully communicates both trustworthiness and innovation.