Why Architects Need a Brand Designer in Experiential Design
Why Our Expertise Matters Together
You’ve probably felt this yourself—that sense that something’s missing in the finished space. You’ve achieved a perfectly functional, cohesive design that meets every standard, but you walk through the space and wonder if it really connects. This is something I’ve wrestled with for years. How do we make spaces come alive for the people who experience them, not just on a functional level but in a way that leaves a lasting impression?
As a brand designer, I think a lot about creating connections between spaces and the people moving through them. And over time, I’ve realized it’s something we, as architects and brand designers, can do better together. It’s not about altering the incredible work you already do. It’s about adding another layer of impact, one that’s all about connecting with a specific audience in a way that resonates and feels made for them.
Architects and Interior Designers’ Approach: Key Considerations
In every project, there are certain key considerations that often come to the forefront, shaping how spaces come to life. Functionality, aesthetics, and inclusivity are just a few of the many elements that architects and designers skillfully weave together to create environments that not only work well but feel right for the people who inhabit them.
Functionality: Spaces are meticulously planned to ensure they fulfill every intended purpose, accommodate movement, and meet all structural and safety standards. Achieving this takes immense precision and a strong understanding of each project’s needs.
Aesthetics: Every color, texture, and material plays a role in the atmosphere of a space. This careful attention to aesthetic detail helps create a harmonious, inviting environment that reflects the intended design principles.
Inclusivity: Accessibility is essential to creating spaces that everyone can experience comfortably. By considering how to make each area welcoming and navigable, designers ensure that spaces serve a diverse range of users.
While these considerations are central, they’re part of a complex design process with many moving parts. Brand design offers a unique opportunity to layer in an additional perspective: creating experiences that connect with a specific audience in ways that linger and feel personal. Together, we can bring all these elements together to craft environments that resonate on a deeper level.
What Brand Designers Bring to the Table: Impact for the People Who Matter Most
When I approach a project, my focus is on reaching specific people in a way that feels tailored and intentional. I’m not here to make the space fit every possible user—I know inclusivity is essential—but to craft a more personalized experience that resonates with a particular group or identity. It’s about storytelling, empathy, and understanding the journey someone takes when they enter that space.
Audience Insight and Empathy: My process starts by getting to know the target audience on a deeper level. I’m always asking, “What do they value? What makes them feel at ease or excited?” Once we know this, we can add subtle but powerful elements that connect with them specifically. Imagine a lobby that makes someone feel as if it’s been made just for them—that’s the impact of audience insight.
Storytelling: Here’s a truth that’s come from my work—spaces tell stories. We can decide if that story will feel accidental or intentional. A brand designer thinks of each design element as part of a journey that builds from one touchpoint to the next. This isn’t about adding a theme but about creating an experience that lets users feel connected in a more personal way.
Hero’s Journey and Brand Connection: Unlike inclusivity, which makes the space accessible to all, brand design works to make it resonate deeply for some. We focus on those who will connect most with the brand’s story, creating an exclusive experience that makes them feel like part of something bigger. It’s an invitation, not just an opening.
The Specific Benefits of Adding Brand Design to Experiential Projects
So what does this collaboration achieve? It’s not just about making a space more “branded”; it’s about creating moments that stay with people. Here are a few ways brand design can transform your work.
Creating Emotional Resonance: Spaces with brand design go beyond function and form—they invite the user into a narrative. This is about capturing something deeper than just appreciation for the visuals. It’s about making someone feel something that aligns with the brand’s values and personality. Think of it as adding an emotional connection to the existing visual harmony.
Differentiating Spaces with Unique Brand Elements: There’s a way to make spaces stand out, not just in appearance but in feel. Brand-specific cues help craft a memorable experience without overwhelming the existing design. Imagine a client’s office that doesn’t just look cohesive but also tells their unique story in small, intentional details—a design choice here, a material selection there, all tying back to a brand message.
A Journey through Space: In brand design, I often think of a space as a journey. The entrance becomes a “prologue” that invites people in, while each room or hallway becomes a “chapter” that builds on the last, guiding users toward a memorable moment. It’s about thinking through how each transition can add to the story, making the space feel like a guided experience.
A Call for Meaningful Collaboration
I think we’re both striving for the same thing: to create spaces that make a difference for the people who experience them. Working together, we can add another dimension to your projects, crafting spaces that don’t just look or function well but feel deeply connected to those who matter most.
My role isn’t to change your expertise but to complement it, helping make these spaces more personal and impactful. Let’s explore how we can bring the best of our skills together. There’s so much potential in our combined approach, and I’m excited about what we can create when brand design meets architecture in a shared vision. Let’s make spaces that resonate in ways people won’t forget.