The Silent Ambassador - Architecture's Powerful Role in Brand Storytelling

Branding and architecture intersect in various ways. At the most obvious level, some architects become known for their design aesthetic and clients choose to work with them because they are looking for that signature style. As seen with iconic figures like Frank Lloyd Wright and Frank Gehry. 

Beyond this, however, there is a relationship between architecture and organisational brands. This trend has moved beyond the earlier years when buildings physically mimicked products or brands (for example, hamburger joints built to resemble hamburgers) or architecture that reflects a brand logo and colours, to a more sophisticated relationship. 

Immersive Experience

Branding is obvious in many fast-food stores and large department stores, but that is mainly focusing on interior design and superficial branding externally. I think we are moving into an experience-centric design, which is immersive branding. The architecture itself tells a story. This trend involves creating unique, visually striking spaces that enhance customer engagement through interactive design elements, technology and sensory experiences.

The Zeitz Museum of Contemporary Art Africa (MOCAA) is a prime example of immersive design, where art and architecture are integrated to create a unified experience.  Similarly, Red Bull uses its office designs to reflect its energetic brand through vibrant, interactive spaces that appeal to all senses and align with its brand's adventurous identity. For example, Red Bull's Cape Town office building is a good example of how a company with a bold, energetic and youthful identity uses its architecture to reflect those qualities. The building features vibrant colours, dynamic forms and a sense of movement, aligning with Red Bull's brand as an adventurous, high-energy company that pushes boundaries. It's a physical manifestation of their brand's connection to excitement, sports and creativity.

Another example is the Discovery head offices in Sandton. The design is forward-thinking, open and transparent, which is associated with their core values. The interior spaces look like they are built around people-centred community spaces.

It's important to note that while immersive experiences can be engaging, there's a risk that they could overwhelm the audience, leading to sensory overload. It may be seen as inauthentic or superficial if it doesn't genuinely reflect the brand's values. There is a delicate line that needs consideration when applying branding to a building.

Architect Involvement

An architect needs to understand what a brand's values are, the people it needs to connect with and the purpose it serves, and then find ways to represent these things through structural elements.

For example, BPAS has worked with JSE-listed higher education provider STADIO on several projects, giving the firm an opportunity to partner with their client in developing a visual language for their buildings, which is focused on people-centric design (a core BPAS philosophy) and the concept of "the fifth teacher". This is an evolution of the design theory of "environment as the third teacher," which holds that students learn from teachers, peers and the space they're in. This has evolved to include technology as a fourth teacher, and now community as a fifth.

Process and Timing

Branding should be considered at all stages of the design process, as it needs to be applied to the details of the build. However, it's important to be aware that a building's lifespan far surpasses the current users, and a considerate, flexible design is needed.

Buildings need to be able to support stories of their existing users, as well as future users, as styles and trends will come and go, and brands will evolve, but architects will always need to find ways to reflect current needs and preferences within the built environment.

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*Image courtesy of contributor