The Value of Brand on Place
At Nimble. our team is driven by the mission to continually impact the intersection of where brand meets place. Enjoy this behind-the-scenes interview with our designers about their approach to brand design with this shared mindset.
What value can brand bring to place?
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Heather McNamara
Brand Designer
“Brands have the potential to spark interest and pull visitors in. Within the commercial space alone, there are four different user groups we address — decision makers focus on what the environment has to offer tenants such as on-site amenities, tenants focus on what their work experience is like in that environment, leasing teams focus on shaping an interactive tour experience for prospective tenants, and visitors focus on the arrival experience and wayfinding to their final destination.”
How do you know when a brand has successfully impacted place?
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Dallas Ford
Brand Designer
“Successful branded environments make user experiences so engaging, you often don't even realize it. Ponce City Market houses so many successful individual brands, but what’s cool about it is the consistent experience you have while you’re there, whether you’re dining, shopping or heading to the BeltLine. Brand is valued and demonstrated from the outside in. People talk about their experiences in cool places, and we shape those places.”
How do you approach color selction for brands that space space?
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Stephen Wright
Design Director
“We always start our projects with a Discovery Phase to understand underlying needs, existing conditions and surrounding landscape, followed by further research that shapes our approach. Color can play a critical role in standing out in a saturated market. Equally important is taking into consideration where the brand will live in the built environment. Matching Pantone (PMS) to various color equivalents across mediums (i.e. paint equivalents) early in the process ensures consistency.”