International - Environmental & spatial

InternationalEnvironmental and spatial

The space to evolve

From the company’s headquarters in Lisle, Illinois to the 700+ dealership network spread across North America, the new brand will be realized in every corner of the company’s operations. The sheer number of spaces, environments and surfaces to which the identity is applied highlights the range of applications we needed to consider; from signage and wayfinding to tradeshow displays, and dealership interiors and exteriors.

These are the diverse and dynamic ways in which customers and employees experience the brand. Developing a true 360-degree experience, with the flexibility and scalability to power the International brand required a nuanced blend of systematic thinking and creativity.

Every space is an opportunity.
The breadth and depth of new brand elements provide the creative bandwidth to ensure a unified expression while maximizing the unique details and potential of the space.

To ensure a consistent and cohesive approach, we created a spatial directive to guide and support the design of physical spaces, from colors and materials to light and form.

Creating an immersive brand experience starts with a deep understanding of the user journey.

Working closely with International’s property managers and dealership leads, we mapped out the user journeys of customers, employees and guests to develop a wayfinding system to support the company’s sprawling network of buildings, dealerships and facilities.

Digging into the nuances of the physical spaces, we aimed to not only show the way but to show how design can contribute towards the branded aesthetic of the locations.