we have all learned
to read environment
The buying channels for these projects
The buying profile includes the CXO suite, presidents, generals, deans: each wanting a new edge in advancing organizational culture, evidencing desired change, communicating enterprise vision. Our intent is to introduce them to a new competitive advantage: facilities as an under-utilized media vehicle for .mil, .edu, .gov, .com enterprises. There are other more diverse facets to the buying audience: Marketing leaders positioning product and using the facility as one big tradeshow; HR leaders using the workscape as a channel in cultural change initiatives; IT leaders using workplace as a campaign venue to adopt new technologies or make right angle turns in established technologies. Repeatedly, the overarching driver of these projects is leadership desiring to overcome the disconnect between “who the broadcast commercial (ad campaign, product packaging, etc…) says we are and who we more apparently seem to be when one walks into our facilities.” That disconnect is brand distortion. Despite all the discussions about ‘brand’ being published today, these projects seem to bridge an overlooked gap on the brand strategy continuum.
The educational goal of our publications
The goal has been to create educational publications related to ‘authoring culture in organizations’ — and the reinforcing role visual communications can play inside the facilities that house any organization. The educational aspect of the books include its literal use in business education, joining the ‘how-to’ instruction and insight categories of design. We intend to introduce the facilities buying, facilities owning, facilities occupying audiences in this marketspace to this under utilized advantage: to use facilities as a media vehicle for on-brand, on-mission, of-culture messages. One additional benefit would be to broaden the perspective of business leaders to include visually rich facilities as the newest extension to their change management toolkit.
The premise in our approach
The focus of our efforts is understanding the convergence of (a) facilities strategy and (b) visual technology and (c) enterprise communication strategy and (d) entertainment culture. The emerged opportunity: Your “spaces” deliver messages — whether they are visible or intangible, ad hoc or strategized — we have all learned to read ‘environment’. Our premise: this is a logical evolutionary step for architecture, and we are showing what’s possible with a three dimensional canvas, offering both tools and process to achieve these spaces.
Find more POV philosophy in the publication Modern Cave Painting.