Design Feature of the Month

Branding and interior design both influence how people connect with a space. When aligned, they create a powerful and meaningful experience. When disconnected, their impact and the overall message can be lost.

Branding sets the direction, defines who the space is for, the impact on individuals and where it will be positioned in the market. Interior design translates this story into physical space. This is developed and designed through materials, layout, atmosphere and defining the intended use.

The first step is for the branding and interior team to define their audience. This is defined through research ensuring that the interiors embody the brand that has been carefully and intentionally developed. We strive to create visual harmony that resonates beyond the moment of viewing and captures an emotional connection.

If you’re marketing a building as wellness-focused, collaborative or premium, the space must reflect and deliver on that promise. People notice when there is a disconnect. But when a space resonates with its intended brand, the message feels genuine, the experience feels intentional, and the building naturally positions itself in the market.

A recent example of this practice is Horizon Lounge, on the 16th floor of City Tower in Manchester. Designed to support a variety of working styles, this shared amenity space brings together a lounge and kitchen, quiet room, studio and flexible meeting rooms. The result is a calm and considered environment that offers tenants a calm oasis to step away from the office.

Early space mapping helped establish both the layout and the visual character of the wayfinding. The existing City Tower brand informed the lettering and iconography, connecting the floor to the wider identity of the building.

A secondary typeface was selected for its softer, rounded form, echoing the curved details and natural timber materials used throughout the interior. As a result, the signage sits naturally within the space reinforcing the calming and natural atmosphere of the lounge.

This project demonstrates how integrating graphic and interior design from the outset can create a more cohesive outcome and ultimately contribute to a more successful project. We are incredibly proud of the result, and it is rewarding to see people embracing and making use of the space.