Star House Refurb. Brand Direction. Version 1 3 December 2015 PositioningAll about and Sense integration.the people. “ You are a product of your environment” W. Clement Stone. Star House Refurb. We need to live our brand purpose. Reinvent the rules. Make mobile better. Star House Refurb. And do it every day. Translate the purpose into the environment. A space where reinvention can happen. Star House Refurb. The tone. How are we approaching the refurb from a brand point of view? Star House Refurb. The tone. • Playful, but grown up. • A space made for reinvention. • Quirky without being ‘look at me, look at me.’ • Considered - Warm neutrals with bold accents and colour zoning in specific areas to contrast with bright furniture. Star House Refurb. Principles. 1 2 3 4 4 holistic rules to approach the refurb from layout to branding to the chairs we sit on. Star House Refurb. 1 Flexibility. A space we can all use differently. How do we move around the building • No one person works the sameand way. within our own areas? • Need to address different departmentsHow do needswe give our people • Agile working environments which change to reflect their occupants and thefunction perfect on a daily journey basis. at the start, middle and end of their working day? Star House Refurb. 2 Collaborate. A space to work together. How do we move around the building and within our own areas? • We work best when we’re working with others. How do we give our people • Amazing things happen in unexpected places. • Increase breakout collaboration areas and the perfect journey at the start, improve layout for seating and meeting spaces. middle and end of their working day? Star House Refurb. 3 Wellness. A space to breathe. • Space to process ideas - peace and quiet. • Places to have non work conversations. • Better clean areas, improved toilets. Star House Refurb. Quiet, personal areas. Wellness - quiet, personal areas. Star House Refurb. 4 Stimulation. A space to play. • Areas to chat, communicate and play. • Space to get perspective and recharge. • Inspiring and thought provoking branding which changes look and tempo around the building Star House Refurb. 2. Theming.Skips. What’s the story we’re telling around Star House? Well, it comes in two parts... Star House Refurb. Star House Refurb. Supporting theme. Skips. 1. The line. How we communicate to and with each other is key. There is more than one way. Below the line - navigational, information. Above the line - branded areas. Star House Refurb. Wayfinding. Wayfinding - use of the line. Star House Refurb. Wayfinding - use of the line. We’re not straight and boring are we? Star House Refurb. Wayfinding - use of the line. The line gives us an organic, geometric mechanic that runs around the building to suggest communication and collaboration. The line expands and contracts acting as a holding device for wayfinding/room names. This way. Star House Refurb. Line graphic example - room name. Area expands and contracts to hold wayfinding and other information. Floor 3. Room Name. Star House Refurb. Wayfinding. Think like a superstore. Star House Refurb. Wayfinding. Wayfinding. Star House Refurb. Wayfinding. Wayfinding. Star House Refurb. Floor zoning. Floor shapes. Zone colours. 3 2 1 G Star House Refurb. Wayfinding example. Large floor numbers. Store style signage Floor. 3Brand and Comms. Meeting Rooms. Level divider. Brand. Woodstock. Strategy and Insight. Abbey Road. Comms and Execution Teams. Elstree. Base Communications. Marquee Club. Retail Marketing Team. Sun Records. Creative Team. Hacienda. Star House Refurb. Wayfinding example. Large floor numbers. Store style signage Brand and Comms. Brand. Strategy and Insight. Comms and Execution Teams. Base Communications. Retail Marketing Team. Creative Team. Meeting Rooms. Hadron. Laszlo. Level divider. 2Floor. Fleming. Tesla. Velcro. Star House Refurb. Wayfinding example. Large floor numbers. Store style signage Brand and Comms. Brand. Strategy and Insight. Comms and Execution Teams. Base Communications. Retail Marketing Team. Creative Team. Meeting Rooms. Hadron. Laszlo. Level divider. 1Floor. Fleming. Tesla. Velcro. Star House Refurb. 2. The story. Bringing our brand purpose into daily lives. Star House Refurb. Main theme. Invented spaces. Edison’s labs. Think about a place where great things have happened. Star House Refurb. Main theme. Kitty Hawk beach. North Carolina. Reinvention has to take place somewhere. The Wright brothers on a beach in North Carolina, Tesla’s lab, the Houston launchpad. It can happen here too. Star House Refurb. Meeting room example. Name of place and famous invention or reinvention. Abbey Road. Various. Floor 3. Abbey Road. Abbey Road Studios (formerly known as MI Studios) is a recording studio located at 3 Level divider. Abbey Road, St John's Wood, City of Westminster, London, England. It was established in November 1931 by the Gramophone Company, a predecessor of British music company EMI, which owned it until 2012, when Universal Music took control of part of EMI. Abbey Road Studios is most notable as being the venue in the 1960s for innovative recording techniques adopted by the Beatles, Pink Floyd, the Hollies, Badfinger, and others. One of its earliest world famous artist clients was Paul Robeson, who recorded in December 1931 and went on to record many of his best known songs there. Descriptions on wall. Reflected in name of room or area Star House Refurb. Meeting room example. Reflected in name Name of place and famous invention or reinvention. of room or area 171 New Bond Street. Vidal Sassoon. Floor 3. 171 New Bond Street. In 1954, the 34-year-old opened his Bond Street salon, having apprenticed under the Level divider. flamboyant Raymond Besson. Sassoon rejected Bresson's orthodox style and instead experimented in angular and geometric haircuts that drew inspiration from the modern European architecture springing up across the English Channel. He was particularly influenced by the works of Bauhaus architect Mies Van de Rohe. “Architects have always been my heroes,” he said in an Architectural Digest article published in 2011. “I could not have been more honored than when I met Marcel Breuer and he told me he knew my work. And Rem Koolhaas said he had one of my original cutting books in his library.” Descriptions on wall. Star House Refurb. Meeting room example. Reflected in name Name of place and famous invention or reinvention. of room or area Large Hadron Collider. Various. Floor 1. France-Switzerland border. The Large Hadron Collider (LHC) is the world’s largest and most powerful particle accelerator. Level divider. It first started up on 10 September 2008, and remains the latest addition to CERN’s accelerator complex. The LHC consists of a 27-kilometre ring of superconducting magnets with a number of accelerating structures to boost the energy of the particles along the way. The LHC is the largest machine in the world. It took thousands of scientists, engineers and technicians decades to plan and build, and it continues to operate at the very boundaries of scientific knowledge. Descriptions on wall. Star House Refurb. Meeting area example. Star House Refurb. Collaboration area example. Name of place and famous invention or reinvention. Hanging drapes for graphics and info. 1520 Sedgwick Avenue. Hip Hop. 1520 Sedgwick Avenue is a 102-unit apartment building in the Morris Heights neighborhood in The Bronx borough of New York City. Recognized as a long-time "haven for working-class families," in 2010 The New York Times reported that it is the accepted birthplace of hip hop. After a long period of neglect and shady dealings in the 1990s and 2000s the building has been "highlighted by elected officials and tenant advocates as an emblem of New York’s affordable housing crisis." Senator Charles E. Schumer called the building "the birthplace of predatory equity", and Representative José E. Serrano, speaking of the building's recent purchase, called it, "such a visible building." On July 5, 2007, 1520 Sedgwick Avenue was recognized by the New York State Office of Parks, Recreation and Historic Preservation as the birthplace of hip hop. Level divider. Star House Refurb. Collaboration area and wayfinding example. Star House Refurb. Collaboration. Flexible, modular furniture ready for any need. Star House Refurb. My invented space. What’s your invented space? Staff engagement. On a creative level. Star House Refurb. My invented space. • “My invented space” - short internal engagement campaign. • Adds staff involvement to the process where there’s been little due to timings. • Ask Star House staff what their favourite invented space is. • Feed best and most creative into design process and feature on walls/rooms. • ‘Suggested by’ copy on creative. Star House Refurb. My invented space example. Reflected in name Name of place and famous invention or reinvention. of room or area Hungary. Laszlo Biro. My invented space: Dave Brown. CIO. Floor 2. Biro. Bíró was born in Budapest, Hungary, in 1899 into a Jewish family. He presented the first production of the ballpoint pen at the Budapest International Fair in 1931. While working as a journalist in Hungary, he noticed that the ink used in newspaper printing dried quickly, leaving the paper dry and smudge-free. He tried using the same ink in a fountain pen but found that it would not flow into the tip, as it was too viscous. Working with his brother György,[1] a chemist, he developed a new tip consisting of a ball that was free to turn in a socket, and as it turned it would pick up ink from a cartridge and then roll to deposit it on the paper. Bíró patented the invention in Paris in 1938. Descriptions on wall. Star House Refurb. Thanks. You’re a star. Star House Refurb. Star House Refurb..