T. Rowe Price - Brand Environmental Experience Playbook
Brand Strategy
Printed Layout
Credit:
Photography: Gensler
In an effort to bring continuity to the environmental graphics and branding across their firm, T. Rowe Price brought Gensler onboard to develop a guideline and playbook as a new global standard. This document is intended to insure a consistent brand presence across offices globally, as well as streamline the process for implementing graphics within new built environments.
Our process began with in-depth user journeys to determine common touchpoints, high traffic areas, and begin to define space types, etc. From there, we began determining what level of branding needed to be incorporated within all the various types of spaces found within a typical office.
User Journey - 1 out of 12 journeys assessed.
Interactive virtual brand workshop: overlay of brand involvement within spaces.
In one of the 4 brand workshops that was held with the internal T. Rowe Price team, we assessed all existing projects and offices from a brand perspective. We wanted to know what worked, what didn’t work, what was successful, and narrow in on their desired vision for future spaces.
Examples of a spectrum of branded office spaces to gauge their desired level of brand application.
Imagery gathered from all offices including international.
After several rounds of cartooning, drafts, and refinement,
we presented the T. Rowe. Price Brand Experience Playbook to the team.
