Hal Kantner has been helping organizations communicate their stories and build their brands for more than three decades. Here, the head of HOK’s Experience Design practice describes where design storytelling has been and where it’s headed—and how the architectural underpinning for this media enables HOK to bring a unique perspective to clients.
Every tangential consultant to brand and media is staking claim to experience design and storytelling environments. Ad agencies, trade show designers, brand strategists, multimedia authors, and now fabricators and production houses are competing for the design of experiential spaces. And the internal communications and brand management entities inside our client organizations want ownership and control over the branding, experience and messaging in their environments.