BrandScape: Crafting Identity-Driven Spaces

Branding and interior design may seem like distinct disciplines, each demanding unique training and skills and leading to different outcomes. But can one exist without the other?

According to the American Marketing Association, a brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. On the other hand, the International Interior Design Association defines interior design as the professional and comprehensive practice of creating an interior environment that addresses, protects, and responds to human needs. By definition, these fields are vastly different. Yet, as with all creative endeavors, the boundaries between them often blur.

Like the relationship between packaging design and branding, interior design and branding complement each other and are most effective when combined. Sometimes, we as an agency find ourselves tackling interior design to help carry a brand through a three-dimensional space because brands are not merely logos on stationary or advertisements; they are experiences. The choice of furniture, materials, colors, graphics, lighting, and signage sets the tone for the customer, creating a multi-sensory environment that leaves a lasting impression.

Brand Experiences

A few years ago, we were tasked with redesigning the West Virginia Welcome Centers in partnership with the West Virginia Department of Tourism. The project also included reimagining the baggage claim area at West Virginia International Yeager Airport in partnership with the airport’s marketing team. 

We began by examining the brand’s aesthetic and asking, “What do we want to communicate about West Virginia in this brief touchpoint? What feeling do we want to convey? What do we want visitors to take away?” Our designs drew on neutral color palettes, outdoor experiences, natural materials, and local artistry to inspire visitors. We carefully planned how we wanted guests to interact with the space and brought that vision to life through original illustrations, multimedia installations, hand-crafted furniture, and custom signage to complete the experience.

The task was different when GoMart approached us to help redesign their convenience stores and create installations in two sponsored venues. GoMart’s brand is fun, bold, and focused on getting customers in, out, and on the go quickly so they can get on with their busy lives. We collaborated with several teams to create simple, vibrant spaces with illustrative elements and playful graphics, modernizing the regional brand that has been a staple for residents for over 100 years.

But it’s not just large brands that benefit from identity-driven spaces and experiences. We are currently working on updating the Pocahontas County Convention and Visitors Bureau’s main welcome center with new signage and graphics, working with the Town of Fayetteville, WV, on town-wide wayfinding signage, and, of course, designed our own office space in Charleston, WV.

So, are branding and interior design different? Absolutely. Do they work hand-in-hand? Without a doubt. Do you need to brand your space? Definitely.

Branding your space is as essential as branding your business card. If you have a physical space where customers visit, it should authentically reflect your brand. While we are not interior designers or decorators, we are great partners in helping you deliver that brand experience, whether your budget is big or small.

Need help with signage or branding your interior or exterior space? Let’s talk.