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TSA Technical Series | Place Branding Through Architecture

27 May 2020





Time 12:00 PM – 1:15 PM EDT


A webinar examining how place brands are born and what collaborations and considerations give the brand its voice in the built environment.

About this Event

While the world experiences the temporary loss of our workplaces, cultural attractions and institutional settings due to the current pandemic, the value of our public spaces is quickly becoming clear. Even though an organization may be able to live online, architecture is different from other channels and offers dimensional opportunities that other mediums cannot. Often however, it is not considered as an element of branding even though it is highly visible, lasts over time and acts as a constant point of interaction with individuals. When implemented successfully, the built environment can serve as an extension of the overall values and strategic objectives of a company or organization.

A term often overused and over complicated in recent years, ‘branding’, is crucial both as the purpose and the outcome of our buildings and spaces. Building a brand goes way beyond a logo or website - it is about building community and a narrative of place. It involves developing an identity that is both aspirational (a reflection of what that place will be) as well as a reflection of the existing essence of the area (its cultural and historical context). Within the built environment, the essence and story of the place is told through architecture, graphics, wayfinding and art programs that facilitate cultural cohesion, appreciation of the space, and importantly, a unique identity.

Looking at historical examples, recent projects and best practices, we will examine how place brands are born and what collaborations and considerations give the brand its voice in the built environment. A review of basic design elements such as colour and material choice, and graphics and how they communicate certain aspects of a brand through the built environment will provide an understanding of how a final design relates closely to vision, positioning and other brand attributes.

Speakers

  • Udo Schliemann, Principal Creative Director, Entro
  • Rae Lam Fox, Partner, Entro

To register, click here.