NAREIT Identity Design
Why is this project worthy of an award?
Nareit has been the worldwide representative voice for REITs and publicly traded real estate for nearly 60 years. Over that time, the industry has evolved, growing in size and scope to more than $3 trillion in assets. It has also become quite diverse and has spawned a global REIT market that encompasses more than 35 nations. The evolution and growth of REITs is changing the way investors and other audiences view REITs, as evidenced by the creation of stand-alone real estate sectors in the S&P, MSCI and FTSE indices, which affirms the REIT industry's size and significance within our economy. The dramatic change in the REIT marketplace and growth of interest in REITs has led Nareit's leadership to re-brand the association and the industry it serves to increase understanding of REITs and the benefits they provide to investors, communities and the economy. Nareit had the goal of re-branding in order to bring clarity and consistency to the REIT discussion. We helped Nareit develop content and a verbal language that enables them to discuss REITs and the industry in a consistent, compelling and understandable way with all their audiences. We developed a clear story around how REITs functions increase investment performance, supporting the growth of communities and stimulating economic growth. We also increased understanding of Nareit and its work through use of a visual identity system that elevates Nareit's work.
What else would you like to share about your design? Why is it unique and innovative?
Nareit has been the worldwide representative voice for REITs and publicly traded real estate for nearly 60 years. Over that time, the industry has evolved, growing in size and scope to more than $3 trillion in assets. It has also become quite diverse and has spawned a global REIT market that encompasses more than 35 nations. The evolution and growth of REITs is changing the way investors and other audiences view REITs, as evidenced by the creation of stand-alone real estate sectors in the S&P, MSCI and FTSE indices, which affirms the REIT industry's size and significance within our economy. The dramatic change in the REIT marketplace and growth of interest in REITs has led Nareit's leadership to re-brand the association and the industry it serves to increase understanding of REITs and the benefits they provide to investors, communities and the economy. Nareit had the goal of re-branding in order to bring clarity and consistency to the REIT discussion. We helped Nareit develop content and a verbal language that enables them to discuss REITs and the industry in a consistent, compelling and understandable way with all their audiences. We developed a clear story around how REITs functions increase investment performance, supporting the growth of communities and stimulating economic growth. We also increased understanding of Nareit and its work through use of a visual identity system that elevates Nareit's work.
Who worked on the project?
Anne Swan, Executive Creative Director, Krista Oraa, Creative Director
View the project video:
NASA: Data Lens
Company Bluecadet
Introduction Date April 1, 2017
Project Website
Why is this project worthy of an award?
In an effort to advance humanity’s understanding of the Earth as an environmental system, NASA’s Goddard Visitor Center interprets and presents scientific data to the general public. Bluecadet was called on to create Data Lens, a innovative interactive tool, allowing multiple visitors to explore, compare and juxtapose rich data visualizations. Data Lens also invites visitors to explore the interconnections between Earth’s air, water and life systems, while conveying the magnitude and complexity of NASA’s work toward understanding our planet. The information that NASA Data Lens provides to users is relevant, useful and provides users the ability to make their own conclusions and decisions based on their understanding of the data – an ability that’s proving to be more and more of a necessity now than ever before.
What else would you like to share about your design? Why is it unique and innovative?
There’s a vast amount of information available within Data Lens. Visitors can follow dust particles as they travel from the Sahara to the Amazon, observe waves of phytoplankton blooms, or watch the change of seasons from the vantage of space. However, the way that Data Lens presents its information lends itself to exploration, awareness and heightened understanding in a unique way. Guests of all ages can combine lenses to reveal new stories and insights, evidencing the power and beauty found when layering these powerful data sets. The experience takes what might otherwise be daunting scientific data and renders them as compelling and playful. By exploring and engaging with these visualizations visitors not only discover the interplay among our planet’s systems – they experience a sense of awe and a better understanding of the way our world works.
Who worked on the project?
Troy LaChance: Chief Creative Officer Josh Goldblum: Chief Executive Officer Brett Renfer: Creative Director Pete Hall: Producer Ben Bojko: Technology Director Liz Russell: Content Developer Liz Quann: Producer Pete Hall: Producer Rebecca Sherman: Managing Director Victoria Jones: Senior Producer Nate Renninger: Designer Henry Steinberg: Developer
View the project video: https://vimeo.com/266315808
NCR | Branded Ambient Data Visualization
Company ASD|SKY
Introduction Date January 5, 2018
Project Website https://vimeo.com/257022377/8fd6b33871
Why is this project worthy of an award?
NCR selected sky design (a divison of ASD|SKY) to conceptualize, design and strategize content for the digital signage network at their new headquarters campus centrally located in midtown Atlanta. The largest and most prominent of these digital signage installation areas is in their EBC (Executive Briefing Center). This installation includes a 16’ x 11’ wrapped LED column that greets all visitors upon entering the EBC; three (3) 10.5’ x 7’ freestanding curved OLED displays within the EBC; and three (3) 12’ x 4’ Video walls that lead visitors down the Innovation Hall adjacent to the EBC. NCR uses the EBC as the first introduction to their new Campus for all visiting clients, as it walks visitors through all aspects of NCR’s capabilities and their latest technologies. Data is the core of what NCR does, facilitating 700 million transactions daily across the globe. As technology allows people to become more mobile, our designers wanted to visually demonstrate how daily transactions are increasingly happening ANYWHERE and EVERYWHERE, within every continent. Transactions happen on a train, at a concert, at the beach, on a farm, and at the airport. Everywhere that people use a mobile device, transactions are possible. The final video has been versioned and formatted for both the large LED wrapped column and the curved OLEDS, strategically playlisted and dayparted amongst the content loop in the EBC.
What else would you like to share about your design? Why is it unique and innovative?
Because there are no audio capabilities at any of these screens, it was essential that our design team rely completely on visual storytelling. Composited graphics augment 4K footage helping to tell the story of the varied types and locations of customers’ transactions, as well as the movement towards a more virtual and global currency.
Who worked on the project?
Todd Briner, Digital Designer, ASD|SKY Yoram Benz, Designer, Freelance
View the project video: https://vimeo.com/257022377/8fd6b33871
NCR Midtown
Company Gensler
Introduction Date January 12, 2015
Project Website
Why is this project worthy of an award?
Shifting their brand identity from being known as a hardware company to a software company coincides with NCR's decision to relocate their campus from the suburbs to the heart of Midtown Atlanta. In a world increasingly governed by predictive analytics, source codes, the Internet of Things, and interwoven strings of data, NCR's new vision for its future is trained squarely on the software and related services that enable an array of transactions. This new-found emphasis on the encoded zeros and ones that run our machines represents a significant cultural and organizational shift for NCR. And it's a shift that has the company set on recruiting new talent, finding more collaborative ways to work, and spotlighting its innovations. Before moving in, NCR needed to create a workplace interior that would also propel their directional shift and support their brand identity. One of the largest in-town moves in Atlanta’s history, the relocation of NCR required a thoughtful, story-rich design that would inspire employees and engage the community. The grand and ground floor invites the public in for large talks and coffee, and corporate guests in for executive briefings. An undulating, hallway gallery opposite a digital showcase marks the start of the story trail, beginning with the first impression of high technology and data-driven insights. As you move up the floors of the tower, NCR’s commitment to innovation is balanced with reference to its 130+ year history. The marché dining venue names are inspired by the early history of the company and its founder. From the “Mr. Merchant” grab-and-go to the “Patterson” deli, each venue has an identity and personality that’s unique and proprietary to NCR. Playful environmental graphics enrich the story through a combination of micropatterns and bold statements, inspired by the objects and quotes that made NCR the tech giant it is today. On the work floors, the graphic elements take inspiration from the brand’s promise of “connection, transaction, and interaction.” Intersecting linework and color blocks define the places where people do business—data-inspired glass graphics overlay faceted color-toned wall paper in every meeting room. The inspiration of the machine continues into amenity spaces such as the fitness center. A two-story hanging centerpiece made of computer keys is reminiscent of a deconstructed keyboard. You can’t help but touch it and interact with it as you move up and down the stairs. From feature installations to custom graphics, the story-telling elements pay tribute to the innovation success of NCR, and to feel inspired at every step. NCR’s mission is to make our lives easier every day, and the campus exemplifies this in every way.
What else would you like to share about your design? Why is it unique and innovative?
The resulting design is built on three key concepts—connection, interaction, and transaction—all of which underpin NCR's focus on groundbreaking, omnichannel solutions that link people and businesses. The company’s new home features open work areas, various gathering spaces and plenty of amenity spaces for people to forge bonds away from traditional workplace settings and incorporate elements of wellness. That's why you'll find a marché (aka a food hall) offering a range of cuisines, a rooftop garden with meeting and dining space, a full-service gym with a yoga studio, a health clinic, and what the company calls a TechKNOW bar—an internal support hub for all things tech, much like the genius bar found in Apple stores. The amenity spaces and the entire headquarters feature environmental graphics and artwork designed to inspire employees by connecting them to NCR's storied past and linking them to the local Atlanta community. In the marché, for example, vibrant graphics celebrate the history of the cash register, which is an NCR invention. On the workplace floors, graphics composed of intersecting lines and colors speak to the theme of connection, interaction, and transaction. Those same workplace floors also feature richly colored murals by various local artists. The new headquarters draws inspiration from the concept of “man versus machine” which was carried over into the graphics. A full-service gym displays a large “recharge” graphic referencing a machine yet also reminding its employees to refresh and re-energize. On one wall, near the fitness reception, a pattern of black circles represents the grill of a back side of a computer and display shadows on the floor when the sun hits. The large “M” above the fitness reception reinforce the letter used in “man vs machine” and a two-story hanging centerpiece made of computer keys is reminiscent of a deconstructed keyboard. These hanging computer keys create a graphic technology-driven installation that interacts with individuals going up and down the stairs. In the dining hall, a bold graphic, “Hitch Your Wagon to a Star,” references a headline from the company’s internal newspaper "The NCR," from 1905. The phrase comes from the lyrics of a popular song of the time and ties back to NCR’s past. Entering the in-house market, “Mr. Merchant” is displayed in bold black letters representing the identity of a salesperson. The phrase is taken from an old sales training manual which describes a client as “Mr. Merchant.” The ground-level briefing center neatly summarizes one of the headquarters' main design drivers: spotlighting a brand that produces much of our world's concealed digital infrastructure. But by exposing the role that NCR plays in our daily lives, the design reveals more than just the company's identity. It also sheds light on how NCR's work shapes our collective future, one in which everyday transactions are always simple, reliable, and meaningful.
Who worked on the project?
Core Team: Erin Greer: Project Director Jennifer Thornton: Project Manager Meg Fogel: Senior Interior Designer Sara Singleton: Project Architect Chantal Safi: Architect Rachel Villnow: Designer Melissa McCarriagher: Interior Designer Stephen Swicegood: Principal-in-Charge Michael Lutz: Design Director Gail Malone: Technical Director Gregory Buchanan: Technical Director Haley Riddick: Interior Designer Anna Mikolajczak: Technical Designer Sarosh Ali: Architect Cynthia Smith: Technical Designer Brandon Johnson: Architect Christa Iscoa: Intern Mary Johnson: Intern Derek Hudson: Technical Designer Brand Team: Amy Bixler: Brand Strategist Kate Hardman: Brand Design Manager Shayan Khalilahmadi: Environmental Graphic Designer Kevin Steele: Graphic Designer Michelle Wright: Senior Signage and Wayfinding Designer Whitney Wright: Signage and Wayfinding Designer LEED Elizabeth Resenic: LEED AP
View the project video: https://www.dropbox.com/s/al09cou3ee5y63w/Graphic%20Design_NCR.mp4?dl=0
NEOM - Seizing the century
Company Landor
Introduction Date October 23, 2017
Project Website
Why is this project worthy of an award?
23 October 2017: the world would never be the same again... We launched NEOM — a destination brand dedicated to the future of humanity — to a global audience of over 402 million. Tasked with creating the blueprint for a new civilization, we developed a name and an identity; a compelling brand narrative; an integrated, multi-channel global campaign; and a launch experience to bring the idea and visual design to life. In terms of impact, the results speak for themselves. Generating 3,320 pieces of coverage, we captured the imaginations of the notoriously hardened political and business elite (so much so, that 3000 of them attended the 3-day launch). Trending on Twitter with 127,000 followers, 28.6million impressions, 9,000 mentions and 82% positive sentiment, we unleashed a social media tsunami that forced reconsideration not only of the Kingdom of Saudi Arabia, but also of its future role in the world. By any marketing effectiveness standards, these results are unprecedented. Especially when delivered in just 52 days.
What else would you like to share about your design? Why is it unique and innovative?
NEOM’s visual identity was very specifically designed to attract the world’s most inventive, imaginative and disruptive minds to its dedicated innovation zones. As such, it would need to work at several levels: excite this notoriously skeptical elite; encapsulate the vision and story of NEOM itself; become the flag for the new destination; and, not least, force reconsideration of the entire Kingdom of Saudi Arabia. Original and arresting, ‘Futureloop’, as the identity has fondly become known, visually captures the 5 key commitments of NEOM: Nature, Livability, Sustainability, Community and Technology. Each element of the logo folds into the next and builds on the success of the last, ad infinitum, so investors can witness the on-going progress and commitments of this new destination. As NEOM grows and develops, the visuals within the logo will change with it – a sort of ‘living identity’ – and so, the vision becomes reality. Alongside the design, our Verbal Branding team embarked an innovative naming process. They developed over 2,500 names that would signal the project’s single-minded ambition, while ensuring instant pronounceability worldwide (no mean feat!) We arrived at NEOM, a short hand for ‘new future’ (‘m’ being the first letter of ‘Mustaqbal’, the Arabic for ‘future’). Our brand narrative and design was used to enhance the destination experience at the launch and bring the brand alive in an experiential space, communicating with real impact in order to elicit the best ideas from the world’s best minds. By crafting an inescapably bold visual identity and clear name we have managed – in one compelling visual story – to balance the promise of a new future with the heritage of a rich tradition, and the power of global outlooks with the provenance of Arabic origins.
Who worked on the project?
Peter Knapp - Global Creative Officer Andrew Welch - Executive Director Global Accounts Amal Atallah - Executive Director Client Service Tom Sepanski - Naming and Verbal identity, N.America Thomas Ordahl - Chief Strategy Officer Hsu-Ying Fullick - Executive Creative Director Stein Olsen - Design Director Charlie Metherell - Client Manager Francesca Oddenino - Senior Designer Sophie Good - Senior Designer Tai Tran - Senior Designer Max Brown - Motion Design Director Wassim Ajlyakin - Production Artworker Shaun Loftman - Executive Creative Director CEEMEA Adam Gent - Production Manager
View the project video: https://vimeo.com/270394606
