Brand Identity and Office Design

Why is Brand Identity Important?

An office is much more than just a location; it’s a physical manifestation of your workplace brand identity. For companies considering a move or refurbishment, understanding the synergy between brand identity and office design is crucial. A strategically planned office fit-out project can enhance your brand, improve employee well-being, impress clients, and even attract investors.

With the rise of remote and hybrid working, companies have found new challenges in maintaining a strong corporate brand identity, as the physical presence and collaborative dynamics that naturally reinforce brand values in an office setting are harder to replicate in a virtual environment. Similarly, serviced offices, such as those offered by WeWork, pose a challenge to maintaining a distinct brand identity, as their overarching presence can overshadow your company’s unique brand.

Numerous studies highlight the benefits of well-designed offices. According to the British Council for Offices (BCO), thoughtfully designed workspaces can increase job satisfaction by 24%, productivity by up to 20% and reduce absenteeism by 11%. Similarly, research suggests that strong office design can make staff 33% happier at work and 31% more productive.

This article explores in detail how integrating brand identity into office design can drive business success, fostering a strong workplace culture and increasing employee engagement through meaningful brand collisions within the office environment.

What is a Workplace Brand Identity?

Workplace brand identity encompasses much more than just visual elements, like the logo and signage at the reception area. It includes the values, purpose, and overall personality of your company, with it’s own unique culture and identity. It’s how your business presents itself to the world and how it is perceived by stakeholders. While marketing campaigns, websites, and logos are essential components of this brand identity, the physical workspace offers so much more in embodying and communicating who you are as a company.

A strong brand identity fosters recognition, builds trust, and differentiates your company from competitors by permeating every aspect of the business. In a physical office setting, brand identity is brought to life through four key parts:

1. People

Your staff are the heart of your brand—their individual interests, talents, behaviours, interactions, attitudes and preferences reflect your company’s values and culture. However, the “people” aspect of your workplace brand identity extends beyond employees to include clients, partners, suppliers, investors, and the wider public. Each of these stakeholders plays a crucial role in shaping how your brand is perceived. Positive experiences with clients can lead to loyalty and advocacy. Similarly, strong relationships with partners and suppliers enhance your reputation, while transparent communication with the public builds credibility and trust.

2. Culture

Workplace culture is the foundation that shapes how employees interact, collaborate, and perform their duties. It reflects the shared values, beliefs, and practices that are embedded in a company’s daily operations. A strong, positive culture creates an environment where employees feel valued, motivated, and aligned with the company’s mission, leading to higher job satisfaction and productivity.

For some companies, this culture is centred around environmental responsibility, with a focus on sustainability through Environmental, Social, and Governance (ESG) principles. This includes reducing carbon footprints, implementing recycling programs, and embracing renewable energy. For others, a culture of innovation and technology drives their identity, emphasising continuous learning, the adoption of cutting-edge tools, and fostering creative thinking. This forward-looking approach attracts top talent and signals to stakeholders that the company is progressive and adaptable in a rapidly evolving industry.

3. Location

Location plays a crucial role in shaping your workplace brand identity, especially when situated in a large city like New York or London where office rent comes at a premium. London is a global hub for financial services, technology, creative industries, and professional services. Being based in London enhances your brand’s prestige, diversity, and connectivity. For instance, positioning your company in the City of London or Canary Wharf aligns your company brand with the stability and prestige of the financial sector, providing proximity to major banks, investment firms, and the London Stock Exchange.

The City of London is also home of many of the Golden Circle Law firms, while establishing your presence in Tech City (Shoreditch) or Old Street, known as “Silicon Roundabout,” associates your brand with innovation and cutting-edge technology, surrounded by tech startups and digital agencies. Similarly, locating your office in creative hotspots like Soho, Covent Garden, or the West End immerses your brand in London’s dynamic creative scene, fostering originality and collaboration with media companies and design studios.

Wherever you choose to locate to, think about networking opportunities, access to top-tier talent, and proximity to key clients and partners. Whether your office is in the heart of the City, amidst the innovation of Shoreditch, within the creative energy of Soho, or surrounded by the prestige of Mayfair, your location within London can significantly elevate and tailor perceptions of your brand. This strategic positioning not only enhances your brand’s image but also leverages the unique advantages each area offers, driving growth, innovation, and sustained success.

4. Office Space

Your office space – and crucially the Office Design and Layout of that space – also play a crucial role in expressing your brand identity. Your office space is a physical manifestation of your brand identity, and its design and layout play a crucial role in communicating who you are as a company. A tech company might feature a sleek, modern design with open workspaces and high-tech amenities to emphasise efficiency and cutting-edge innovation. On the other hand, a company that values tradition might choose classic furnishings and a more structured layout to convey stability and reliability. There key elements here include:

Design and Aesthetics:

The visual elements of your office—the colours, materials, and decor—should align with your brand’s personality and values. For a company committed to environmental sustainability, incorporating natural materials, eco-friendly furnishings, and green spaces like living walls or rooftop gardens can reflect this commitment. Use of sustainable resources and energy-efficient systems not only reduces environmental impact but also demonstrates your brand’s dedication to ESG principles. A tech-focused company might feature sleek, minimalist designs with interactive digital displays, modern art, and smart technology integrations to emphasise innovation and a forward-thinking approach.

Layout and Functionality:

The arrangement of your workspace can significantly impact collaboration and efficiency. Open-plan layouts with shared workstations and communal areas encourage communication and teamwork, which is ideal for fostering a culture of innovation. Incorporating flexible workspaces, such as hot-desking options, breakout zones, and quiet pods, allows employees to choose environments that best suit their tasks, promoting agility and adaptability. For companies emphasising sustainability, integrating natural light, ventilation, and ergonomic designs can enhance employee well-being and productivity while reducing energy consumption.

Technology Integration and Sustainability Features:

Equipping your office with the latest technology can streamline operations and signal to employees and visitors alike that your company values progress and efficiency. Smart building systems that monitor and optimise energy use, virtual collaboration tools, and interactive meeting rooms can enhance the working experience. For businesses focused on ESG, implementing features like solar panels, rainwater harvesting systems, and waste reduction programs showcases a tangible commitment to environmental stewardship. These elements not only support sustainability goals but also engage employees in the company’s mission, strengthening their connection to the brand.

Why Does Office Design Matter?

A thoughtfully designed workspace acts as a living embodiment of your brand, creating a consistent and immersive experience for employees, clients, and visitors alike. According to a study by Gensler, 82% of employees strongly agree that the workspace has a significant impact on their overall job satisfaction (Gensler, 2022).

By integrating all facets of brand identity into your physical office—from the people and location to the culture and surrounding environment—you not only enhance job satisfaction but also reinforce your brand’s presence and reputation in every interaction. This holistic approach ensures that your brand identity is not only seen but also felt and experienced by everyone who interacts with your business.

Reflecting Company Culture and Values

Office design is the tangible expression of your company’s culture and values. For this reason, whether your brand is innovative and dynamic or professional and understated, the design of your workspace should clearly communicate these traits.
It matters because employees care about where they work, and talent is lost and retained on basis. According to the British Council for Offices, 70% of employees feel that their workspace directly impacts their productivity and overall job satisfaction (BCO, 2023).

Brand Identity Case Studies

Global Unity, Local Identity: Criteo’s Office Rebranding Project

During their rebranding exercise, Criteo sought to unify their worldwide offices (including New York, Tokyo, Singapore, Paris and London) under a single brand logo and signage while highlighting the unique nuances of each location. This initiative went beyond mere aesthetics; it was about fostering an inclusive atmosphere that encapsulates local uniqueness and transcends geographical boundaries, thereby enriching the employee experience.

A central aspect of this strategy was the commitment to infusing local iconography, traditions, and culture into each office design. For example, the Singapore office skilfully incorporated local culture by featuring a wall that echoes the iconic Mamashop, representing the nation’s vibrant shopping spirit. Office lockers adorned with stylised Singaporean stamps merged a celebration of postal history with everyday utility, enhancing the space’s cultural resonance and making the environment both familiar and inspiring for employees.

This endeavour required significant coordination across borders, meticulously managing project timelines, milestones, and communication to ensure alignment despite differing time zones and languages. Collaboration with local teams was crucial in incorporating regional aesthetics and materials, rooting each office in its local context. In the Tokyo office, elements like neon signage, mesh booth hoods, and vending machines were integrated to reflect local design aesthetics, making the spaces feel welcoming to the local teams and reinforcing Criteo’s commitment to celebrating cultural diversity within a unified global brand.

The Case of Criteo’s Global Transformation Project

During their rebranding exercise, Criteo sought to unify their worldwide offices (including New York, Tokyo, Singapore, Paris and London) under a single brand logo and signage while highlighting the unique nuances of each location. This initiative went beyond mere aesthetics; it was about fostering an inclusive atmosphere that encapsulates local uniqueness and transcends geographical boundaries, thereby enriching the employee experience.

A central aspect of this strategy was the commitment to infusing local iconography, traditions, and culture into each office design. For example, the Singapore office skilfully incorporated local culture by featuring a wall that echoes the iconic Mamashop, representing the nation’s vibrant shopping spirit. Office lockers adorned with stylised Singaporean stamps merged a celebration of postal history with everyday utility, enhancing the space’s cultural resonance and making the environment both familiar and inspiring for employees.

Across their offices the distinctive C-shaped barista reception counter became a focal point, echoing Criteo’s brand identity while seamlessly integrating with the overall design. This unifying element of the space not only visually reinforced the brand but also created a welcoming area for employees and visitors alike, contributing to the consistent experience across Criteo’s global offices.

This global branding endeavour required significant coordination across borders, meticulously managing project timelines, milestones, and communication to ensure alignment despite differing time zones and languages. Collaboration with local teams was crucial in incorporating regional aesthetics and materials, rooting each office in its local context. In the Tokyo office, elements like neon signage, mesh booth hoods, and vending machines were integrated to reflect local design aesthetics, making the spaces feel welcoming to the local teams and reinforcing Criteo’s commitment to celebrating cultural diversity within a unified global brand.

Bringing Adobe’s Brand to Life Through Office Design

We collaborated with global software leader Adobe to transform their offices in London, Dublin, and Edinburgh, spanning 30,000 sq. ft. The goal was to create modern, dynamic workspaces that reflected Adobe’s strong brand identity while providing a comfortable and flexible environment for employees. By working closely with Adobe’s leadership, we ensured the design and build of each office aligned with the company’s culture and values. The result was a series of innovative spaces that integrated Adobe’s iconic branding and offered a range of work settings to accommodate different styles of working.

One of the key features was the vibrant breakout areas, designed to serve as flexible environments for both work and social interaction. We incorporated bright colors and textures, creating spaces that invited employees to relax, collaborate, or focus. Alongside these breakout areas, we designed diverse workspaces, allowing employees to choose between quiet, focused areas and open, collaborative hubs. This balance reinforced Adobe’s values of creativity, collaboration, and employee well-being, making the office more than just a place to work, but a manifestation of the company’s brand.

The transformation exceeded expectations, with Adobe’s Facilities Director praising the project for its ability to attract and retain top talent. Our careful planning and execution helped create a visually inspiring and functionally flexible environment that strengthened Adobe’s internal culture and its appeal to new talent. The office design became a tangible expression of Adobe’s brand, demonstrating the power of a thoughtfully designed workspace in enhancing a company’s identity and success.

How Can a Fit Out Company Help to Bring Your Brand to Life?

Engaging with office fit out company early in the planning process is crucial to ensuring that your brand identity is fully realised throughout the entire project. By integrating design and construction from the outset, the team can develop a deep understanding of your brand values and translate them into every aspect of the office environment. From interior design and furniture selection, to space planning and 3D spatial layouts, a Design and Build approach ensures a cohesive vision that reflects your company’s identity at every touchpoint.

Early involvement allows the design team to consider important aspects such as material selection, colour schemes, and branded elements that are aligned with your brand from the very beginning. This seamless collaboration between design and build phases helps to avoid potential misalignments or costly changes later in the process. By being embedded in the planning stage, the Design and Build team can tailor the space not only to meet functional requirements but to manifest your brand in a way that resonates with employees, clients, and stakeholders alike