3 Key Elements of Environmental Design

Environmental Design is the art of extending your brand into your physical locations. For expert insight, we talked with MadAveGroup’s Chief Brand Officer, Terry Lesniewicz, who has forty years of experience with Environmental Design.

When approaching a new project, Terry visualizes a design that considers more than just the physical space. “What’s the feel of the brand? What’s the personality? Is there a theme? Those are some of the factors that serve as the foundation for a design.”

There are many elements of Environmental Design, but here are Terry’s top three.

1. Corporate Color Palette

You may already use your logo colors in your signage, website and uniforms, but have you incorporated them into your offices, lobbies, stores and other environments?

Your corporate color palette is a combination of your logo colors and complementary shades. When it’s featured prominently in your company’s physical spaces, you’ll continuously reinforce an important visual component of your brand for customers, guests and employees. That palette will guide many decisions, including paint, flooring and furniture colors.

2. Brand Personality

The entrepreneur website Feedough defines brand personality as “the association of human characteristics and traits with the brand.”

Assigning human qualities to your brand makes it easier to craft an Environmental Design that best represents your company culture.

Terry said, “When we start to develop a brand, we not only design a logo, but we also help you define your brand personality. Just like humans have their own personalities, successful brands stand apart with their own unique feel. We want to make sure your customers and employees know exactly what you do, but also why and how you do it. That personality can be communicated through Environmental Design.”

3. The Purpose

What are people doing inside your locations?

Are they shopping? Waiting for appointments? Working in cubicles?

When creating a new Environmental Design for a company, Terry interviews the staff to understand their work patterns. “That part of the process isn’t so much about branding, but more about internal comfort,” he said.

The purpose of your location determines the seating, lighting, flooring, even the acoustics.

Your Environmental Design team will need to know the purpose of each space before creating a plan. And some of their recommendations may impact how you conduct business. For example, if you previously had a messy or loud workspace near your lobby, the design team may recommend repurposing that workspace to enhance the traffic pattern and improve the aesthetics. So, keep an open mind when reviewing suggestions with your team.

When you’re ready to explore how Environmental Design can enhance your space, reach out to us.

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