Category: Office Design
Office branding is an important part of modern workplace design, but one aspect which is sometimes overlooked is the role that art can play. Indeed, according to Forbes, people often feel inspired or motivated by artwork, meaning it can have a positive effect on employee productivity and creativity, while it can also help businesses to connect with their clients on an emotional level, forming a deeper, more meaningful relationship in the process.
With that being said, it is necessary to choose art that compliments your brand and is in-keeping with wider company values, because the alternative can actually serve as an unwanted distraction, and can make an office design seem ill-conceived or incoherent. Here, we take a look at the steps you need to go through to achieve this.
1. Clearly Define Your Brand Values
The first step to choosing art that compliments your brand is to clearly outline exactly what your brand consists of and how it can be described or summarised. Generally speaking, marketing departments tend to have the firmest grasp on this, so it makes sense to sit down with the leaders of your marketing team to discuss your overall branding strategy and clearly define your brand values and public image.
In particular, you need to think about what makes your business unique, what you have to offer in terms of products and services, and what your overall goals as a company are. You should also be able to pin-point brand colours, logos, slogans, tag lines and trademarks. Moreover, you should be able to explain what is important to your business, who your target audience is, what your ethical standards are, and the overall personality of your brand.
2. Think About the Effect You Want
Next, you need to consider the effect you want your art to have on people. If your brand is highly professional, you may wish to choose high-quality, classical wall art, which will sit better with your stakeholders. If you are promoting your brand as fun, lively and exciting, you will likely want artwork that’s more unconventional, in order to inspire fun and creativity as well as create a “brand personality”. With that being said, there are instances where defying expectations can work well too.
Shard Capital, for example, have worked with some of the top office design companies London has to offer, in order to create a workplace that takes people by surprise. The building features bold, colourful art and sculptures from the likes of Gina Parr, Emiliano Donaggio and Mark Chadwick, and this works precisely because it is not expected from a financial services company, as they tend to opt for more conservative designs.
3. Pick Artwork That Tells a Story
In addition to choosing art that has the desired effect on employees or visitors, using art as part of an office branding strategy requires artwork that tells a story, or says something more meaningful about what your business actually does. Although this can seem daunting at first, it actually gives you enormous scope to choose genuinely meaningful art, that fits with your brand values, or with the narrative you are trying to push.
"The JP Morgan offices display artwork from every country they operate in, demonstrating global reach," says Aileen Mitchell, in an article written for ArtGallery.co.uk. "LinkedIn uses local artists to convey the message that they support and embrace their local community. BP displays photos of the company's history...emphasising longevity."
4. Listen to Your Employees' Views
Finally, it is important to recognise that employees contribute towards your brand too. While it is sensible to work with one of the many experienced office design companies London or the rest of the UK houses, sometimes the best ideas can come from your own staff. For this reason, it pays to seek out the views of your employees, either by speaking to them individually, or asking for ideas to be submitted anonymously.
As well as helping to keep an office on-brand, consulting with employees about design issues has performance benefits too. In fact, research from Exeter University shows that the more control employees have over their workplace, the happier and more motivated they are. Those who are consulted about design changes and have a say over how an office is decorated are up to 32 percent more productive than those without such control.
Posted 16th January, 2018< Back to articles