LinkedIn’s Silicon Valley headquarters. Image © Jasper Sanidad.
We live in a time when the creative economy reigns supreme and most organizations view “creativity” as the most valued currency. We are seeing companies like Airbnb and Twitter led by creatives, and not just business grads. Companies are paying a premium to attract and retain employees who are smart and imaginative. The big question is, once you secure outstanding talent, how do you keep the creative juices flowing and help employees feel more connected to their company’s culture? Beyond wellness programs, transportation services, catered food & beverage, and other amenities, companies are creating enriching experiences and deeper engagement with employees as soon as they physically step into the office through unique brand touchpoints, called environmental graphics.
Gensler’s 2017 Experience Index indicates that there are five main modes people experience space through which include task, social, discovery, entertainment and aspiration mode. Environmental graphics are one way to make a good experience great, by introducing inspiration, meaning and purpose into the workspace, as well as brand authenticity. The findings indicate that “People are 10 times more likely to share their experience on social media” when spaces have unique design features, which is one of many reasons why environmental graphic design (EGD) matters.
Graphics must be specific and tell a unique story of what makes your organization tick. Graphic concepts have underlying themes often derived from mission/value statements, cultural tenets and brand personality traits. EGD helps employees connect to the company’s purpose; sparks creativity and enriched relationships between employees and with the organization itself; and reinforces the premium experience employers are investing in. According to Harvard Business Review, “You need to have employees who understand and embrace the distinct ways you create value for customers, the points that differentiate your brand from the competition, and the unique personality that your company uses to express itself.”