Champlin — leveraging design as a corporate asset.
The branded environment extends the experience of an organization’s brand, or distinguishing characteristics, to the design of spaces and places — reaping brand equity three-dimensionally.
Components of a branded environment can include finish materials, environmental graphics, interactive media, way-finding devices, and signage and identity systems. Creators of branded environments leverage the effect of the physical structure and organization of a space to help convey their clients’ identity, personality, and key messaging.
Benefits of branded environments can include improved brand position and communication, better client recognition, differentiation from competitors, and higher perceived value. Internally, benefits may include higher employee satisfaction and retention, increased productivity, and better understanding of an organization’s mission, vision, and values.
While historically seen as particularly effective for retail and consumer products, branded environments can also support the success of many organizational types — from corporate to institutional and educational.
We designed our own office to be the literal embodiment of the "branded environment". Our corporate branding process commenced with development of a new graphic identity for the firm. We explored our core principles and defined our vision to build on our past success and push ourselves as innovators. The result is a revitalized brand identity that positions us for leadership in the future of design. The Champlin brand is a vibrant visual and verbal demonstration of our brand equity statement — Design Ingenuity. Sound Foundation.
Our corporate identity logo was born from the Golden Rectangle. The two sides of the golden rectangle meet in the Golden Ratio — 1:Φ. This essential formula has given rise to balanced and aesthetically pleasing proportions within art, music, nature, and especially architecture for thousands of years. From the foundations of the Great Pyramids to the beauty within the Parthenon, it has been invoked in the design of Notre Dame, the Taj Mahal, and humanity’s most revered structures. The reason for the golden rectangle’s charm is that it is considered to be one of the most pleasing shapes to look at. Our human eye perceives the golden rectangle as an especially beautiful geometric form.
Our logo typeface solution is strong, deliberate, and sophisticated — communicating our strong foundation. Color expression is an important aspect of our brand architecture. True black, the consummate foundation of color, sets the stage for a bright contrast. Contemporary and energetic cyan, inspired by the vast blue sky, adds lightness and openness. A lively tone of green infuses energy and nods to the sustainable necessities of the future of design. Our tagline captures a distilled version of our entire process: THINK CREATE REALIZE.
Some words simply say Champlin. A brand vocabulary was generated to guide communication development. The voice of Champlin is bold and confident. Our tone is inspiring without being disingenuous — authoritative, but without pretense.
Director of Interior Design Kristie Pudlock brilliantly infused our office with our new brand identity. Located on the fourth floor of an historic loft building overlooking urbane Lytle Park, Champlin began right here in the Woodford Building, one of the city’s few remaining true loft structures. Our renovation shows just how much can be accomplished on a limited budget.
Our employees relish the comfortable and airy atmosphere present in the 14-foot tall by 240-foot long space, with abundant daylight and views afforded via 75 oversize operable windows. And, its central downtown location is a significant advantage in minimizing commute times and maximizing transit option availability. Staying put — and limiting construction to only what was necessary — allowed us to practice what we preach: our "green" design approach here is emblematic of Champlin’s thoughtful and practical application of sustainable design principles.
The open-plan office design is structured along an articulated linear gallery, which traverses the length of the floor, providing access to thirteen studios ‘enfilade’ — with service/support spaces occupying an inner zone.
Casual impromptu interaction is encouraged by clever furniture choices in strategic locations along the gallery circulation spine that foster communication and dialogue.
Color is what is most notable. Crisp, true white, which serves as the backdrop for our new graphic identity, becomes a fresh "foil", applied to most all existing space partitions. Vibrant green pilasters articulate the gallery circulation. Along the gallery, cyan color low partitions announce each studio, and sport black stained wood corner caps for abrasion protection. The result is a repetitive abstracted interpretation of Champlin’s golden rectangle-inspired logo.
Warm gray, which is a receding color, articulates the service/support zone and freestanding furniture partitions. Warm gray, in various patterns, also carpets the floor plane — a practical choice.
Further details support the branding concept. Translucent resin clouds are repetitively suspended at the gallery articulation points, and their curves reference the "golden spiral" inherent within the golden rectangle. Environmental graphics depicting our tagline and brand equity statement punctuate congregative spaces along the gallery, as well as the elevator entrance lobby. Signage announcing our name and logo accent the reception desk. Media monitors in the lobby and a teamwork station constantly stream images of Champlin’s projects, exhibiting our diverse portfolio for all to enjoy.
A new training and meeting room pairs interactive media choices with flexible furniture. A wireless local area network interface with projection capabilities along with twelve worktables on casters and an illuminated pin-up wall allow easy setup for project charrettes and continuing education sessions.
Director of Design Mike Koch describes our office environment as exhibiting "all the character and charm of a traditional design atelier, modernly transformed by really cool people into a great place to work."