Nimble. Wrap Ups | Bowers Park
Context
Offering a pristine environment for area decision makers and commuting talent working from 9-5, we set out to design a workplace worthy of retreat.
When long-term client KBS approached Nimble. to develop a fresh brand and amenity offering for a recently acquired two-building office campus in Franklin, we knew we’d want to capture the natural serenity of Cool Springs to help it stand out in a slew of similar office product. A quick 30 minute drive southbound along I-65 from Nashville, the submarket of Cool Springs is one of Franklin’s most established executive growth corridors.
Crafting a name
Through a dynamic naming evolution, the formerly titled Eight & Nine Corporate Centre (6640 and 6550 Carothers Parkway) became Bowers Park. Literally ‘a pleasant shady place under trees’, Bowers celebrates the ideals of unity and nature — a fitting descriptor to connect a two building campus united by a reimagined grove-lined green space.
Defining a Dynamic Visual System
Armed with a new name, we designed a flexible visual identity system consisting of several marks, an earthy neutral palette, a signature Bowers green, and a versatile pattern – intended to grow with its application. We first extended it through a digital marketing campaign aimed at teasing the repositioning to come.
Approaching the Built Environment
With newly crafted brand assets in place, our team next moved into signage design and interiors consulting to extend the newly crafted brand into the built environment.
Beginning with signage design and campus wayfinding, our team designed and selected a prominent position for a brand new monument sign — staking our claim along Carothers Parkway. We picked materials and textures to help create a welcoming, park-like feel upon entry.
Interiors Consulting
Through high-impact visuals and targeted story, we introduced the revitalized amenities and green space additions — building anticipation and educating the market prior to construction start. In collaboration with ASD | SKY, the new social hub programming was designed to offer plentiful reason to return. From its morning coffee station with cold brew on tap to its wide open central island, its comfy seating areas to its reservable private meeting spaces – the hub was envisioned to serve as the pulse of the campus. Its adjacency to both its outdoor green space (designed by CORE and debuting soon) and its fitness studio, complete with private studio room – provide every opportunity to retreat from the office and revel, or respite, in third place.
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Photography by APG Photography