brandx

Meet Carolina Madrigal, a powerhouse in architecture and brand communications. As the Creative Director of brandx, HLW's brand experience studio, Carolina excels in wayfinding systems and brand experiences. Her notable projects include bespoke designs for Schrodinger, Aspen, Google, and many others, showcasing her innovative approach and extensive expertise. Congratulations to Carolina on her recent promotion to Creative Director, discover more about her impressive journey here: https://lnkd.in/eAZwRAFJ and check out the latest from brandx: https://hlwbrandx.com/ Project Highlight: Schrodinger New York, Subway Miami. #brandx #HLW #BrandExperience #Signage #Wayfinding #EnvironmentalGraphicsDesign #CreativeDirector #DesignLeadership

Signage today goes beyond code compliance and wayfinding—it's about creating positive, accessible experiences for everyone. Join brandx at NeoCon for a virtual CEU session on Inclusive & Universal Signage: Misconceptions and Findings. Register now to explore the impact of signage and test your knowledge! 👉 https://lnkd.in/edukihrW #NeoCon2024 #InclusiveDesign #UniversalSignage #Inclusivity #Wayfinding

Part 2  → All Identities: Characteristics that make you, you. brandx is sharing our design perspectives around inclusive signage which is more than just a means for wayfinding, it’s about creating a positive and easy-to-navigate environment for all: all ages, all identities, all cultures, and all abilities (both physical and neurological).  In this second part, we’ll look at all identities. Identities include gender, sexuality, race, and personality, it’s the distinguishing characteristics that make you, you.  There’s still work to be done, but in Gallup’s 2024 statistic about sexuality, we are seeing improvements in people feeling more safe and included in the workforce, as well as in our modern society. In just over a decade, there’s been a rise in the number of Americans who have shared their LGBTQ identity, and brandx hopes that through our design, we can help more than double this in the next decade. We don’t want people to feel self-conscious in the spaces we design. You know that feeling when you’ve showed up to an event or restaurant underdressed or overdressed and think “I don’t know if I should be here?” We don’t want this to cross anyone's mind when they’re experiencing our environments. In one of our LGBTQIA focus groups, we discussed the naming conventions for inclusive restrooms, one participant made a great point by asking, if you were driving a car and looking for parking, and the parking structure said "gender neutral parking," it might throw you off right?  You’d wonder can I park here? If everyone is allowed to park in this structure, just labeling it "parking" would be more universal and less confusing overall. This sparked a clear consensus that we should simply call “inclusive” restrooms that everyone is permitted to use, "Restroom" or "Toilet." Including people of different identities and expressions goes beyond segregating them or giving them a separate option based on their race (which was officially outlawed in America only 60 years ago by the Civil Rights Act of 1964), sexuality, gender, or even personality type. It’s ultimately about designing that one space or that singular experience that we can all be a part of. #signagedesign #signagesolutions #wayfindingdesign #brandexpert #inclusivity #universal #accessible #accessibility Chanel Dehond Carolina Madrigal Jackie Capone Tyler Lowe HLW

Part 1  → All Ages: Why they’re more than just numbers. brandx is sharing our design perspectives around inclusive signage which is more than just a means for wayfinding, it’s about creating a positive and easy-to-navigate environment for all: all ages, all identities, all cultures, and all abilities (both physical and neurological).    Firstly we’ll look at all ages. In 2021, the global average life expectancy was just over 70 years. In 1800, no region had a life expectancy greater than 40. This remarkable increase in life expectancy over the past two centuries reflects significant advancements in medicine, public health, and living conditions. In the past 200 years, we as humans have almost doubled our life spans, and as of 2023, this extension has resulted in an unprecedentedly diverse workforce comprising five distinct generations: traditionalists, baby boomers, gen x, millennials, and gen z, spanning ages 16-75. This diversity brings a wide range of experiences, skills, and perspectives to the table, enriching workplaces and communities alike. When considering inclusivity in terms of signage, it is essential to recognize the diverse needs and preferences of these different age groups. Effective and inclusive signage must account for the varied ways people of different ages interact with their environment. In 1997, the US Census Bureau found that 7.7 million US citizens over 15 years of age “had difficulty seeing words/letters” and that “6.6 million people were unable to read printed signs at normal viewing distances.”  This statistic almost doubles for users over 65 years old. Even though this is from 27 years ago, it’s still relevant as it informed best practices and standards that are still being used today. From a business perspective, inclusive signage and environments are not only ethically sound but also economically advantageous. A museum that can host and entertain toddlers, children, teenagers, adults, and seniors will inevitably attract a broader audience and generate more revenue than one that caters exclusively to a single age group. Inclusive design fosters a welcoming atmosphere, encouraging repeat visits and positive word-of-mouth, thereby enhancing community engagement and financial success. #signagedesign #signagesolutions #wayfindingdesign #brandexpert #inclusivity #universal #accessible #accessibility Chanel Dehond Carolina Madrigal Jackie Capone Tyler Lowe HLW

Accessibility vs Inclusivity: There's a Difference Let’s talk about inclusive and universal signage — but first off, it’s important to note that inclusivity differs from accessibility. brandx is constantly coming across misconceptions about inclusivity and universality, not for the lack of data and quantitative information but because the nature of identity and culture is everchanging, especially in our interconnected and political landscape. To truly understand the wants and needs of others, we must look beyond our own biases and potentially outdated information, and actively engage with people who are or will experience our built environments. Accessibility focuses on removing barriers that may already be in place. Typically, building codes and standards address this aspect, such as the ADA—Americans with Disabilities Act—which prohibits discrimination against people with disabilities and ensures their access to programs, services, and built environments. Accessibility is building a ramp, where there are only stairs. Now, inclusivity includes accessibility. It’s about ensuring that people who are “different” or “not the majority” are valued - but an important aspect of this is to make the greatest number of people feel included, without highlighting their differences. If we use the ramp as an example, a ramp could be an inclusive element if and only if the primary and preferred choice of movement through and around a space is that ramp. The Guggenheim in New York is a great example of this because it has a ramping exhibition space, which means that a person in a wheelchair has the same experience of the exhibition as someone who can walk through it. Also, having floors announced in every elevator would be an example of inclusivity because all people with varying levels of sight would be using the same elevator in the same or similar way. Beyond physical ability, when we design inclusive signage, it’s more than just a means for wayfinding, it’s about creating a positive and easy-to-navigate environment for all: all ages, all identities, all cultures, and all abilities (both physical and neurological).  Over the next few weeks, we will share highlights, address common misconceptions, and present findings on designing inclusive and accessible signage. We'll explore why such designs are essential and why they matter. #signagedesign #signagesolutions #wayfindingdesign #brandexpert #inclusivity #universal #accessible #accessibility Chanel Dehond Carolina Madrigal Jackie Capone Tyler Lowe HLW

In celebration of Subway's flavorful ingredients, HLW brandx created a sub-perb brand strategy for their new global headquarters in Shelton, Connecticut. Signature shades of Subway Green® and Subway Yellow® are accented by Tomato Reds, and Pepper Greens across the 90,000-square-foot, three-story space. 915 linear feet of graphics are melted across the surfaces, along with 395 signs and informational placards. Our completed project is now live: https://lnkd.in/dXxDh6nE #signagedesign #signagesolutions #wayfindingdesign #brand #brandidentity #branddesign #brandexperience #brandexpert Chanel Dehond Carolina Madrigal Jackie Capone Tyler Lowe Trey Hicks

🎥 Meet some of HLW's London team and hear what we have to say about the work we do across all our sectors and at brandx, HLW's in-house #signage, #wayfinding, and #brandexperience studio. Abigail Le Marchand, Joanne Casselle, Bronte Turner, Alison Grant, Clive Pereira, Chanel Dehond, Matt Godwin, Sarah Plunkett, Rachel Khoo, Shelley Quinn, Jessamy Topping, Tina Fischer, Lucy Boreham, Sarah Bunch, Pendrick Brown, Carolina Madrigal, Jackie Capone, Tyler Lowe, #HLW #London #MissionStatement #DesignPhilosophy #InteriorDesign

Chanel Dehond, Global Director of brandx, shares the myriad ways accessible wayfinding can be seen, felt, smelled, and touched, as it goes beyond the visual. "Think about lifts, most of them announce the floor you're on in addition to having the visual, so this is not a new thing,” says Dehond. "Or in office buildings or schools, you may gravitate towards sound when you're looking for a cafe or a collaborative area versus something more quiet where a building has used absorptive materials for a space that is more focused.”   Discover the unseen dimensions of accessible wayfinding in the latest Creative Review feature: How accessible wayfinding is going beyond the visual 🔖https://lnkd.in/e7nrNzkQ #Accessibility #Wayfinding #InclusiveDesign #brandx #signagedesign

We are honored to share that PlayQ has been awarded the Best New Headquarters Bronze Award from the Los Angeles Business Journal Commercial Real Estate Awards! Discover how we maintained PlayQ's youthful spirit while appealing to adult sensibilities in the brand experience design. https://lnkd.in/eg4Syr3Y Photography by Madeline Tolle #brandx #brandexperience #signage #wallgraphics #LABusinessJournal #environmentalgraphicsdesign #losangeles #award #winner #workplace

The Subway Shelton HQ spans 90,000 square feet over three floors, offering a modern workplace with open office layouts, huddle and conference rooms, and a multipurpose room for training. Biophilic design underpins the entire design concept. Healthy materials, natural daylight, and a moss wall in the lobby are a few examples of how HLW designers made the space less taxing on the environment and more pleasant for Subway’s people.    Brand experience by brandx Lighting design by Spark Studio Lighting Design Photography by Mike Van Tassell #HLW #Subway #WorkplaceDesign #brandexperience #lightingdesign #biophilicdesign #interiordesign #healthymaterials #workplacewellness