{"id":1004159709,"date":"2016-11-21T09:17:31","date_gmt":"2016-11-21T17:17:31","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004159709"},"modified":"2020-03-11T08:25:52","modified_gmt":"2020-03-11T16:25:52","slug":"an-expression-of-corporate-culture","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/an-expression-of-corporate-culture\/","title":{"rendered":"An Expression of Corporate Culture"},"content":{"rendered":"

By Candice Campbell, Founder + CD, Nimble. A Design Consultancy<\/em><\/p>\n

\"Candice<\/a>As 2016 comes to a close, commercial real estate developers and asset managers are trying to predict how to prepare for 2017. While there are a plethora of factors to consider, such as employment rates, office vacancy and market volatility, CRE professionals looking to stay ahead of the curve must not overlook how tenants\u2019 changing needs and priorities will shape the CRE office landscape next year.<\/p>\n

It\u2019s not enough to have a modest renovation, accessible location and check-the-box amenity package to stand out amongst competing projects. Today’s tenants are highly invested in evaluating how their spaces can align to their company culture and empower the productivity and satisfaction of their employee base. Companies of all stages are stretching to make workplace decisions that will enable them to attract top talent, clearly communicate brand values and support ever-changing digital business processes. These changing dynamics are bringing about three distinct trends that will continue to evolve workplace design in 2017.<\/p>\n

1. Branding leaps beyond the logo wall of the past<\/strong><\/p>\n

Brand extension from the digital space to the built environment continues to evolve as the value and direct impact of branding steadily becomes mainstream.<\/p>\n

Today, decision-makers\u2019 understanding of branding have completely shifted thanks to brands we know and love, such as Apple and Google, that are paving the way. These brands are differentiating themselves through powerful, consistent messaging, visuals and interactive, multi-channel surroundings. They\u2019re pushing the boundaries of branding from core messaging (the why) and visual identity (the what) into spaces\u2013and in doing so, they\u2019re crafting a brand that audiences understand and trust, as well as interact with.<\/p>\n

This concept will deepen in 2017, as companies of all sizes and industries evolve to follow suit. From considered finishes to color extension, planned environmental graphics down to locally crafted furnishings and accessories\u2013corporate tenants both large and small will be more intentional about planning office design to work as a living extension of their brand. Investing into a workplace design that not only functions but also communicates, will be critical to attracting top tenants in 2017. How does this translate for developers and asset managers? Expect higher TI and stronger client\/designer collaboration.<\/p>\n

2. Engagement and innovation will drive design<\/strong><\/p>\n

Creating an engaging corporate culture continues to be top of mind for companies and startups looking to increase productivity and attract and retain top talent. In 2017, employee engagement will transcend from merely improving HR processes to transforming workplace functionality and design.<\/p>\n

For developers and building managers, this means that space functionality will evolve from partial open-office spaces to dynamic, transitional environments that foster collaboration and innovation. Such design will serve the growing day-to-day needs and personalities of the employees and clients who inhabit it. Here are a few specific trends to expect:<\/p>\n