[interview] the project story
Image Credit : Steve Brown
Project Overview
LinkedIn's move to their new Australian Headquarters located at No.1 Martin Place was an opportunity to deliver experiential branding that would be unique to their Sydney location.
Project Commissioner
Project Creator
Team
PAUL TABOURE (EXECUTIVE CREATIVE DIRECTOR)
CHARLIE BROMLEY (HEAD OF ENVIRONMENTS)
JUSTINE LESMANA & CHRISTINA MARICIC (DESIGNERS)
DANIELLE SENECKY (PROJECT MANAGER)
Project Brief
We were engaged by Woods Bagot to collaborate and deliver an internal branding experience that would be uniquely Australian and celebrating all that is special, unique and different about Sydney.
Project Innovation/Need
The key to the solution was to localise LinkedIn’s well established brand assets, providing both regional and international recognition.
Given the LinkedIn ‘Button’ Symbol is one of the world’s most recognised brand icons, we created a twist on this by creating a 3D super-sized freestanding logo covered in blue-toned thongs (‘Flip Flops’ to some!) to localise inline with Sydney’s much celebrated beach culture.
The beach thematic was further translated into ‘paddle pop’ sticks for wayfinding
signage, custom beach-inspired amenities iconography and coastal staff engagement
feature walls.
The company’s internal brand values were also transformed into a dynamic typographic map, illustrating Sydney’s coastline whilst reiterating LinkedIn’s work ethos.
Design Challenge
The primary challenge was to create a series of branded experiential graphic features within LinkedIn’s new Australia Headquarters that would be uniquely Australian with a Sydney-centric feel, whilst celebrating LinkedIn’s global values and culture to an international audience of visitors.
Effectiveness
A large part of the project’s success was measured through staff engagement, with over 250 contributions to the ‘crowd-sourced’ Pacman wall graphic submitted by LinkedIn employees. Social media engagement was also important to the social-networking company, and elements of scope were designed with this in mind. The LinkedIn ‘InBug’ symbol was a great social photo opportunity for visitors and staff alike.
Since completion the project has also attracted significant press, including international write-ups from the UK’s Daily Telegraph and New York Times.
Graphic Design - Environmental
This award celebrates creativity and innovation in the intersection of communication design and the built environment, and is concerned with the visual aspects of wayfinding, communication identity and brands, information design and shaping the idea of place. Consideration given to clarity of communication and the matching of information style to audience.
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