AAPT’s branded office environments are vibrant, innovative workplaces. BrandCulture worked with HBO+EMTB to create the branding, wayfinding and graphics that convey the AAPT brand. The overall impact and clarity underlines AAPT’s values of smart, energetic, irreverent and genuine.
BrandCulture saw the opportunity to convey AAPT’s status as a beacon of technological innovation. The Sydney head office is in a prominent and visible location in the heart of the CBD, and information flows naturally within and external to the environment.
The graphic element of digital binary code ‘1’ & ‘0’ is strategically positioned across all six levels and throughout all four corners of the environment, creating a deep, illuminated visual vortex at night, drawing the eye in and elevating AAPT to iconic status from vantage points around the city.
On Level 23 Reception, a 100-ft entry brandwall featuring AAPT’s core values positions them as a people-centric organisation. BrandCulture recognised the opportunity to capture AAPT’s vision and people focus, drawing on iconic elements of digitised technology to give a strong visual and tangible feel to the business of telecommunication. The electronic ‘pulse’ emerged as a visual symbol of AAPT’s human heart and technological savvy.
Wherever stakeholders visit, they are met with the personality of each department, articulated through the unique colour palette, value statements and images that help deliver AAPT’s promise in context throughout the organisation.
Originally an OHS requirement, translucent discs at line-of-sight on glass walls were used. Customised metallic discs applied to the front and back of the glass create a 3D-effect, adding the illusion of dimensional shadow and subtle movement to passers-by. The discs spread out and merge with digital pulse graphics, continuing the texture and flow of visual technology elements though all six levels.
To maintain a transparent working environment while still providing privacy, seclusion graphics printed on optically clear film and applied in certain areas, delivers a range of visual shielding from zero to 100%, enhancing the colour theming of the floor. These elements provide seclusion for breakouts, storage areas and executive offices, allowing staff and clients to manage privacy requirements yet seamlessly blending the need to know with the desire to see beyond.
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