BrandCulture collaborated with Davenport Campbell (Interiors) to create a fresh branded environment for Barclays Global Investors, spanning two floors of the Grosvenor Place building in the heart of Sydney’s CBD. BrandCulture’s holistic design solution focuses on positioning Barclays Global Investors as one of the largest asset managers in the global financial markets, and exploring this concept through an expressive global motif.
The design leads the user into the Barclays environment through a global graphic and journeys through representations of the global then concentrating the focus to national, and eventually to the local.
Lift lobbies feature the globe motif, emphasising Barclays’ strong brand values and position within the international market. Employing the latest printing technologies, the Lift Lobby door seclusion graphics are printed as white on ultra-clear film, which then reflects across the tiled lobby to create a classic, engaging point of entry.
The wayfinding system segments the overall floor plan into coloured sections, uniform across the two floors in order to assist cognitive mapping and ease orientation.
The Front-of-house narrows its focus to reflect aspects from each major Barclays hub across the world, giving clients a broad impression of the company’s scope and influence. The powerblades and meeting rooms reflect aspects from Barclays locations in Tokyo, San Francisco, Hong Kong, Toronto, London, New York, and Sydney.
The meeting rooms are named after each city, with seclusion graphics echoing the colour-scheme and globe motif that spans the environmental graphics on both the powerblades and offices. They portray significant landmarks from the international cities named on corresponding meeting rooms, creating an engaging environment and an effective wayfinding system.
This approach is then extended through the back-of-house offices and meeting rooms, however the focus of the graphics is narrowed once more to reflect local, Australian locations and landmarks.
BrandCulture’s holistic design explores each level of operation within Barclays Global, to finally create a strong reflection of its identity, influence and values that reach across the whole organisation.
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