Putting people in space: branding for impact

David cites the introduction of the Avison Young brand purpose in 2020 as a pivotal moment for connecting what he does daily with the social and environmental impact he can create.

“It became clear that the firm has a strong objective to act as a trailblazer in terms of economic, social and environmental value. That pushed most of us to look at things differently,” he says.

From there, he began partnering with Avison Young’s very own workplace strategy team, who have a deep understanding of the correlation between people, space and technology. Together they become a powerful team to take our own office design beyond the basic, into an experience with real impact on the people who visit and use the space.

“The choice of building, the location, the quality and the connectivity of our workplaces constitute a first impression that says a lot about the way we choose to do business and what we provide for our people,” David says.

Leaning into the idea that Avison Young’s people are responsible for transformations that create real global impact, David notes, “Our workspaces are a physical extension of our brand, and that daily reinforcement has a big impact on the success of a company’s identity and corporate culture.”

And it’s not just about popping a logo above reception and colour-blocking a few walls in your corporate colour palette.

“Avison Young’s commitment to having a positive impact on people, communities, the environment and economies is a powerful message and consequently it is the first thing that we want to see mirrored in our spaces. Our people are at the heart of everything we do, so our spaces must serve as a window to our workforce, shining a light on our employees and the impactful work they deliver and the places they create around the world.”

For David, office branding creates impact in three ways. The first is the reinforcement of brand identity and purpose with our workforce.

“By incorporating the right brand elements in our global locations, we help our people connect with our brand identity, and reinforce the importance of our purpose within our work environment. This serves as a constant reminder of the reason why we’re in business and the value that we can bring to our communities,” David says.

The second point that David highlights is employee engagement and belonging.

“Branding our space helps create a sense of pride and belonging among our people, improving engagement and productivity. Furthermore, by involving our people in the process, we can create a strong sense of place and ownership among our workforce. We want our colleagues to feel represented, engaged and connected to their space – so we solicit their feedback and invite them to participate in various initiatives thoughout the process, like internal campaigns, briefing sessions, surveys and naming/design contests. This helps us see what our employees want and need from their space,” he explains.

The third element is about client experience and brand perception.

“As global real estate advisors, office design and branding play a big part in our credibility and associations with our brand. Carefully designing our offices and consistently applying our brand means that our spaces become a shining example of the optimal office experience and brand activation within the workplace,” David says.

Creating an impactful brand experience for the workplace also means thinking carefully about the environmental and social impact of the design choices, minimizing waste, seeking out sustainable materials, furnishings and textures and bringing the brand tone of voice and messaging to life through elements like digital installations, meeting room nomenclature and wayfinding signage.

Of course, it’s not a one size fits all approach for every office. David explains how we customize a unique brand solution for each office, while ensuring they stay true to global brand purpose. “Beyond the opportunities within the space, we try to keep the experience consistent, but add bespoke elements to each office. The goal is to emulate a feel of home and local representation within our workplace. For instance, an Avison Young office in South Florida will have different design touches than one in Toronto – while both will feel distinctly and uniquely like Avison Young,” David says.

Avison Young’s commitment to achieving net zero in all our global workspaces by 2040 is directly impacting the brand and design choices the team is making today – actively seeking out and implementing innovative and sustainable design choices like using recycled denim as insulation, use of locally sourced materials, consciously introducing biophilia and ensuring everyone has access to areas which make use of natural daylight to benefit their day to day work.

“It helps to make our net zero commitment more tangible for our people, but also for our clients – who are on sustainability journeys of their own. It really helps us show, as well as tell, our audiences how we’re creating everyday global impact, and an inclusive, dynamic and inspiring workplace for our people too,” ends David.