Our main objective was to create an environment that was inclusive and encouraged brand stewardship among employees to fit with the organizational culture. We created environmental design solutions designed to complement and enhance the Sobeys presence at the new Corporate Campus for employees and visitors alike. The environmental graphics program coordinated the themes of creativity, enjoyment, and engagement while using simple, compelling designs, adding to the overall ‘look and feel’ of working and visiting the corporate campus of Sobeys. Specific objectives were: • To develop a wayfinding strategy for Sobeys new HQ in Mississauga. • To locate and house interior branding elements that will enhance Sobeys new CABFM brand. • To visually enhance the interior environment and atmosphere of the workplace. • To create an inviting space with visual interest and a sense of warmth. • To provide a more personal feel to the interior environment. • To reflect the Sobeys brand equities.
Specific scope: Initial analysis and strategic planning, through conceptual design and determination of the wayfinding system requirements to implementation. Areas included in the project Branding: Urban Fresh Store / Cafeteria Main lobby Fitness room Corridors and core walls Office area enhancements Elevator lobbies Wayfinding: Office signs Meeting room signs Meeting room windows Directional signs Elevator directories Workstation signs Stairwell graphics Washroom signs Shipping and Receiving signs Column identification General room signs including changing rooms, storage rooms and photo studio
The new Sobeys Greater Toronto Area head office brings together national and regional employees into one new building. Sobeys is a $23.9 billion company founded in Nova Scotia and is currently the second largest food retailer in Canada with over 1,500 supermarkets functioning under different banners. Our objective was to create an environment that was inclusive and encouraged brand stewardship among employees to fit with the organizational culture. We accomplished this by developing a fresh and inviting experiential graphics program for the staff offices, conference and meeting centre and test kitchens that supported the theme of “The Love of Food”. The program combines a vibrant colour palette with Sobeys’ exceptional food photography to under-score the company’s purpose: to help Canadians “Eat Better, Feel Better and Do Better.” An important consideration during the design phase was that photography and overall graphics included were focused on the office environment rather than a retail space, to ensure internal support and create “neighborhoods” that staff could own. The photography is combined the organic illustrations of food and modern informational graphics, a contrast that was unique to the space. Colour also played an important role in creating a warm and inviting space. Each floor was unique, with its own colour, utilizing a gradation to signal the north (lighter shade) and south (darker shade) of the building. A challenge that appeared was in displaying food photography that showed this gradation. To succeed, we strategically searched for images that in their full or close-cropped form could provide the colours needed. To reinforce the love of food, storytelling opportunities personalize the signage and wayfinding program. A History Wall highlights Sobeys’ milestones; an Employee Communications Wall encourages corporate team-building; and the Value Champions Program recognizes Sobeys’ employees who have made exceptional contributions to the company. Chalk-boards placed within stairways support the Green principles of the space to encourage staff to use stairs for primary circulation.
Since opening, the staff has embraced this immersive environment and found a new level of connection with the company brand. For example, the chalk-board elements have become highly effective communication elements embraced by staff who are encouraged to highlight events of latest news.These features visually communicate the company’s purpose and create a welcoming and warm space. We achieved successful implementation within the client's budget and time restraints and the client gave positive feedback on the final product.