BRAND KNOWLEDGE
stakeholders, and consultations with marketing and communication teams to ensure that the design truly re ects the brand.
to design their space, they should ask themselves: • What are the core values that your brand stands for? How are these values re ected in your day-to-day operations? • How do employees interact within the workspace? Are there speci c rituals or traditions that de ne the team dynamics? • What are the long-term goals of the company? How do you envision the future of your brand? DATA COLLECTION… Many di erent methodologies can be employed to gather data, each suited to capture speci c facets of the brand’s persona and workplace requirements, such as: DIGITAL SURVEYS AND POLLS: ese are invaluable for gathering large-scale quantitative data. Questions may range from simple demographic queries to more complex ones about workplace satisfaction and productivity levels. ONE-ON-ONE INTERVIEWS: Especially useful for qualitative insights, interviews with team leaders and key stakeholders help in understanding the core challenges and aspirations of the brand. is method allows for a deeper dive into speci c issues that may not be apparent from surveys alone. STAKEHOLDER SESSIONS: ese collaborative workshops bring together various stakeholders to discuss and align on vision and goals. ey provide a platform for open dialogue and collective brainstorming, ensuring all voices are heard. SPACE OCCUPANCY STUDIES: ese studies employ digital tools and sensors to track how spaces are used. Such data helps in understanding patterns of movement, peak usage times, and underutilised areas, providing a factual basis for design decisions. AND DATA APPLICATION Once data is accumulated, the next step is analysis and practical application. At Allure, this involves a multidisciplinary team of workplace
strategists, brand specialists, designers, and architects who collaboratively analyse the data.
e next step involves creating the road map, which is used to present the ndings in a graphical and straightforward manner. “ e road map not only outlines the analysis results, but also o ers storytelling, project scenarios, and associated budgets, empowering clients to make informed decisions about the project’s foundations. Our commitment at Allure is to develop the design consistently with the road map until the delivery phase,” according to Keti. Aer this, continuous development is essential. From the initial analysis to the nal delivery, the design process remains consistent with the road map. is commitment ensures a seamless experience for the client, keeping them engaged and informed throughout the design journey. UNDERSTAND YOUR BRAND Knowing your brand is the cornerstone of creating an e ective workplace design. e combination of people, brand, and space analysis ensures a thorough understanding of both challenges and opportunities. By engaging in strategic questioning and employing diverse data collection methods, brands can achieve a nuanced understanding of their identity, needs, and aspirations. e ensuing analysis and practical application of this data results in a workspace that is both productive and true to the brand’s essence.
SPACE ANALYSIS: is aspect evaluates technical and
architectural challenges, such as lighting, orientation, accessibility, circulation, noise levels, and capacity. Information is gathered through landlord consultations, architectural site visits, 3D scans, and photographic reports. is helps in tailoring the design to the speci cities of the building and overall spatial requirements. THE RIGHT QUESTIONS Simply put, insightful workplace design demands a foundational understanding of a company’s ethos and future objectives. Creating compelling, engaging work environments goes beyond aesthetics – it’s about fostering meaningful connections that pull people back into physical spaces. “As we are trying to bring people back into spaces, it’s important to attract them back,” Michael DiTullo, Head of Product Innovation for Carnegie Acoustic Solutions, tells AURA . “It’s a constellation of subconscious moments that someone may not be able to put their nger on that adds up to them wanting to be in a space. Our goal is to encourage people to come together in physical spaces through design that draws them in.” is is no easy feat – it requires getting down to the bottom of your company’s mission by rstly examining itself. But how? “Making informed decisions about workplace design necessitates collecting data through strategic questioning. Brands and users alike need to engage in a dialogue that spans various tools and methodologies. At Allure, we propose the value of an external perspective, allowing for unbiased insights that complement the client’s internal knowledge. e process of data capture varies depending on the project’s needs and the stage of strategical maturity,” says Keti. The foundation of any insightful analysis lies in asking the right questions. For brands looking to fully understand how they need
In the current competitive business environment, such a comprehensive
approach is invaluable. By prioritising the understanding of their brand, companies can create and maintain a work environment that not only meets but exceeds the expectations of their employees and stakeholders. us, the journey to creating an e ective workplace design begins with a profound understanding of one’s brand – a truth that the strategists at Allure know all too well.
FOOTNOTE Whitepaper: Why Your Employer Brand Matters ; business.linkedin.com
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