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These 5 floors of environmental branding for local company combined equity from their Human Resources team and their Product Supply Operations team. We worked with architectural partners BHDP to design a solution that extended the goals of their interior design into the branding. The challenge was to knit together all of these assets in a meaningful way throughout the space so that branding addressed localized groups within the floors and served as a tacit wayfinding for the employees. We tried to make the atrium bright and inviting, make content easily updatable and use color and imagery to reinforce the functions of spaces. We also designed a system of updatable digital content that matched the design and objectives of the static pieces. Adex and Murphy Catton were manufacturing partners for this project.

Creativium is more of a way than a thing. It cannot be mined or manufactured. It is design prowess in its purest form. Whether it is a great piece of inspiration, or a new way of thinking about something, or just a strong cup of coffee, Creativium is the name we have given to the undefinable energy in White Design Studio’s process. Without it, we could not  create our award winning, distinctive, custom design solutions. Executive Briefing Centers demand inspiring, rigorous creative and White Design meets the challenge with its multidisciplined approach. Our passion lies in balancing multi-media, graphic and environmental design into one consistent, seamless, focused solution.

White Design travels to Santa Clara for the 2010 Spring ABPM Conference April 13-15. Peter is taking a prized piece of Creativium to demonstrate what makes White Design different. If you have been lucky enough to get one of the small pieces of Creativium that were given away at the show, be sure to visit this link to learn how to fill it with your own creations.

Our interactive, air-touch wall installed at Battelle in Columbus, Ohio has been featured in SEGD’s quarterly magazine. Read the article here.

Battelle is the world’s largest, nonprofit, research and development organization. Their selling line is “The Business of Innovation.” Our overarching goal was to brand the lobby and cafeteria of their global headquarters in a way that embodied innovation.

The design challenge was to show Battelle as a global leader in science and provide a way for the public to experience their value. We worked with BHDP Architecture to reinforce their changes to the space, so our solutions would extend their goals. We also teamed up with a Obscura Digital and Murphy Catton to ensure tight control over the end product.

Our intent, throughout the lobby, was to monumentalize science in an abstract way. The molecule sculpture is where this goal is epitomized. A 3000 pound steel sculpture of a molecule reveals itself to visitors in the lobby. As they make their way through a glass wall the space peels away and reveals the entire sculpture, which can be touched and occupied.

The lobby also features an interactive video installation that has 4 modes. A sleep mode plays a subtle animation 5’ tall by 30’ wide. The follow mode tracks users with a branded animation which entices people closer. The user mode is a content-rich playful way for multiple users to find out more about the scope of Battelle and its contributions. The presentation mode shows a series of monumental video presentations, triggered remotely. The seamless integration of these, together with the depth of information accessible, makes this installation unlike any other.

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Our goal was to create an immersive interactive way of experiencing the Battelle brand that tapped into the wonder we all feel when we discover something. The interactive wall tracks you from up to 20 feet away with an animation, beckoning you to approach and discover. It then invites you to touch it. When you do, you discover that there is a wealth of animated content that tells a rich story of the history and capabilities of Battelle. White Design Studio, in conjunction with Obscura Digital and Murphy Catton developed a device that can track the movements of three individual users, in three dimensions, to deliver a personalized conversation between the user and the brand. The leader of a large group can remotely command the wall to play from a selection of monumental videos that take over the entire width of the 30 foot screen and all six channels of audio.

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The centerpiece of this environmental branding project is a 3,000 pound steel sculpture of a molecule developed by the scientists at Battelle. It is a portion of a molecule for a material key to the production of Hydrogen Fuel Cells. We think of this object as the church steeple in a small town. It is visible from much of the first floor and second floor and serves to anchor the entire project. For us, it monumentalizes science but also the connections Battelle makes between disciplines, which is at the root of Battelle’s specific value as a business.

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White Design Studio developed a language of patterns that we used in the media and graphics of our environmental branding package. The patterns are made up of three elements. Squares, Circles and Hexagons. They are organized into streams, and within the streams, begin to align to local grids. Squares represent tables and frameworks for data. Circles represent atomic and molecular relationships. Hexagons speak to metallurgy and crystalline structures. These are all diagrams for scientific relationships and lenses through which we understand science.

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Peter White, Designer, White Design Studio, Dale Tesmond, The Brand Experience and Matt Heller, Cultural Anthropologist, Aegis Group teamed together to conduct a workshop for the ABPM Fall Conference in Dallas, Texas on October 21st, 2009. The topic was “Manipulation” - in other words, how to best prepare your audience to accept and retain the message you want them to take-away from their visit to your briefing center. Knowing you audience, crafting your message, climbing the emotional tree, the magic of three’s, orchestrating your experience, understanding and using peak end and zero sum principals were all examined as tools for creating a memorable experience. It’s all right here…

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Celebrating the individuality of a particular brand or brand group within P&G requires interpreting the corporate equity in the context of brand. Here, we designed large fabric inspired screens to announce the brand group at each elevator lobby. Large fabric image murals anchor huddle spaces and create nodes throughout the floor. Corporate equity is expressed through the colors, patterns and photographic images selected. Interior by our friends at BHDP Architecture.

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These open weave room dividers for a Fabric Care company here in Cincinnati (I wonder who that could be…) were a detailing and composition challenge. 3D models were constructed to help both designer and client visualize the final product. Direct printed Sintra was selected for its durability and flexibility as we weaved our magic.  Murphy Catton fabricated and installed the pieces. BHDP Architecture designed the interiors.

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