gensler
san francisco
Brand Narrative &
Naming Strategy
I developed a narrative concept, naming and wayfinding strategy, and brand language for Gensler’s newly-designed global headquarters, informing an intuitive experience that reflects the firm’s role as a leader of the industry.
CONCEPT
DEFINITION
A foundational concept narrative linked the space’s role as the firm’s founding office with its expectation as a leader in the industry, and served as a north star for visual and verbal brand storytelling across the project.
NAMING , WAYFINDING, & narrative storytelling
An in-depth naming process began with listening sessions that surfacd stories and lore around Gensler’s 60—year-history. Alongside these foundations, intentional nods to space location and were incorporated into the wayfinding strategy, creating an intuitive system that allowed naming to support wayfinding, and vice versa. Lastly, stories were expressed through written copy printed on signage in each room, driving an informative experience for visiting guests and new employees.
COMMUNICATIONS &
CONTENT
A tailored content strategy directed branded communications to two primary audiences. A multi-week countdown email series struck a familiar tone to tease the space and drive excitement among staff, while a more formal Grand Opening invite captured the significance of the space for clients, city stakeholders, and VIPs.
