Embrace your brand and locale
Robert T. Hughes is a principal at Hughes, Good, O’Leary & Ryan, an Atlanta-based landscape and design firm.
Gone are the days when I-285 acts as the ironclad ring dictating Atlanta’s economic, educational and social borders. The Atlanta Braves are relocating from its iconic downtown location to Cobb County. Atlanta chef Ford Fry, who has created some of the best ITP restaurants, is extending his reach to Alpharetta. Even city colleges such as Georgia State University are partnering with schools OTP, like Georgia Perimeter College.
When a company or brand puts down its roots in a new area, many planners, designers and developers believe that by simply erecting a safety-code approved building, their job is done and the business can flourish in the new space. However, the new area needs to be a place – not a space.
Here are a few tips that will foster a common identity with a thriving culture when institutions merge.
- Create a consistent identity with every place: Connectedness is essential when establishing a place that will effortlessly weave together "old" and "new." If one of your entities is strictly focused on sustainability and another location prioritizes walkability, the user experience is going to be disrupted and your branding as a united front is going to suffer.
The sense of a consistent identity is why chain restaurants are so successful. People enjoy knowing the type of experience they will have, no matter which location they visit. To nurture a sense of place, dig to find your core values and incorporate them with the same consistent level of quality in each location.
- Make the space more than functional. The better campus life a student has, the better chance a student has at excelling in the classroom. By creating a more social workplace, employees are happier.
- Create a place that values relationships and where people feel connected to a larger identity. People are more engaged and likely to succeed when they feel connected to something larger. Don't skimp on outdoor gathering places, convivial indoor social areas and collaborative work spaces.
In this digital age with cloud technology and smartphones, more work than ever can be completed away from the classroom and office. As a result, we have to make places that people are excited to wake up and visit. To accomplish this, our places must instill a pride and connectedness within people.
- Tie your space to the community. What are the great places in our community? Where does one go for big and small activities? Identify those vital keystones, then integrate your new identity with those. Atlanta already has an extensive network of parks, outdoor spaces, unique neighborhoods, historic sites and other things that transform a Southern city into a global metropolis. Initiate partnerships with existing places that can help foster your identity and culture.
The best part of creating place is being ethical stewards, which we owe to future generations. By embracing your brand identity, creating a social environment and connecting yourself to the existing community, you’ll make your house a home – or your space into a place.
