Brand Design
Brands have an opportunity to reframe their message by connecting to people with authenticity and purpose. We help brands build greater business value by imagining new ways of bringing people together, elevating brand experiences from the ordinary to the extraordinary.
A Uniquely Tailored Approach
We leverage our market insights and knowledge of human behavior as a platform to create experiences that integrate service, brand, physical space, and creative technologies — for a solution that is both authentic and grounded in strategy.
Our integrated teams bring together diverse areas of expertise, from strategy to physical, digital, and visual communications design. The result: rich and dynamic experiences that inspire and engage.
- Brand Strategy
- Brand Identity Development
- Experiential Graphic Design
- Signage + Wayfinding
- Multimedia Communication
33 Items
Jackie Robinson Museum
New York, New York
The Jackie Robinson Museum presents the life of the first African American inducted into the Baseball Hall of Fame in a dynamic setting, designed by Gensler.
The Coca-Cola Company Central Reception Building Brand Design
Atlanta, Georgia
The Coca-Cola Company’s Central Reception Building offers visitors to its headquarters a first taste of the brand’s historic legacy and vision for the future.
Perfect Day at CocoCay
CocoCay, Bahamas
From stateroom to sun deck, the holistic experience throughout Royal Caribbean’s fleet of cruise ships is carefully curated to create lasting, memorable moments for travelers worldwide.
Chick-fil-A Campus Brand
Atlanta, GA
Chick-fil-A’s friendly, light-hearted attitude and strong Southern values are clearly reflected in their restaurants and customer-facing interactions, so...
Oregon Museum of Science and Industry Brand Design
Portland, Oregon
Gensler worked with the Oregon Museum of Science and Industry (OMSI) to reposition their brand identity to reach a broader audience — particularly...
Hatch by Longfellow
Long Island City, New York
Gensler developed the visual identity for Hatch’s New York location which offers new, state-of-the-art lab spaces to provide a platform for life sciences companies.
Delta’s Terminal C at LaGuardia Airport
Queens, New York
With a hospitality-driven design focus that elevates the airport experience, Delta’s new Terminal C at LaGuardia Airport propels the future of the airline industry to take flight.
Space Perspective Brand Design
Kennedy Space Center, Florida
Space Perspective is a new space travel company offering luxury commercial flights that will bring travelers to the edge of space on a gentle, elegant journey in a capsule lifted by a special spaceballoon.
LinkedIn Omaha: Brand Design
Omaha, Nebraska
The new LinkedIn Midwestern headquarters in Omaha is a place that leads with well-being, community, and resilience.
Springdale Green Brand Identity
Austin, Texas
Inspired by the vibrancy of East Austin and nature, Springdale Green is a new kind of office campus designed to attract a modern, creative workforce. Sustainability, wellness, and communing with nature are keystone features of the Springdale Green campus which is characterized by a wholly restored urban oasis. Springdale Green’s brand identity reflects the development’s deep commitment to these values and the evergreen creativity that arises from them.
DoorDash Headquarters
San Francisco, California
Spurred by a rising demand for its popular food delivery services, DoorDash partnered with Gensler to create an engaging, dynamic headquarters that represented its brand values and connection to the local community.
Harborside
Jersey City, New Jersey
Following an architectural repositioning, Gensler was engaged to develop a comprehensive brand experience strategy and design services to reintroduce the Harborside development to the market.
Hudson River Trading
New York, New York
Building upon the prior success of its 4WTC headquarters, Hudson River Trading collaborated with Gensler to reimagine its office environment in order to accommodate the need for additional space due to growth and continue to provide an amenity-rich, hospitality-driven employee experience.
Aspect Health Brand Design
To reflect its evolving identity as a real estate advisor, investor, and developer focused on elevating the future of healthcare delivery, Gensler designed a full rebrand for Maplewood Healthcare’s transformation to Aspect Health.
SFO Sustainability Campaign
San Francisco, California
San Francisco International Airport enlisted Gensler to increase its passenger, partner, and employee engagement by creatively communicating the next-generation sustainability measures being implemented throughout the airport.
NYPA EV Charging Stations
White Plains, New York
When the New York Power Authority launched their state-wide electric vehicle charging program, EVolve-NY, they partnered with Gensler to create a unique and memorable brand identity that would be easily recognizable to drivers and stand out in the growing EV market. The rapidly growing EVolve NY program locates charging points at 50 mile intervals across the state, making EVs easy to own and dramatically reducing the carbon footprint of the state's transportation sector.
Boston Center for the Arts: Brand Design
Boston, Massachusetts
Gensler partnered with the Boston Center for the Arts to reinvent its brand as a vibrant arts incubator with a bright palette and active character.
Traxys Headquarters
New York, New York
Traxys, a mining financial services company, partnered with Gensler to design a 30,000-square-foot headquarters with sophisticated digital and physical touchpoints.
The Museum of Modern Art: Signage and Wayfinding Program
New York, New York
Coinciding with the highly anticipated 2019 expansion, MoMA commissioned Gensler to create a campus-wide signage, wayfinding, and donor recognition system.
Chubu Centrair International Airport Terminal 2
Aichi, Japan
Gensler was tasked with designing Chubu Centrair International Airport’s new terminal (T2) for LCC flights.
Kartma
San Francisco, California
Gensler worked pro bono with the Downtown Streets Team to design a memorable, bold graphic wrap for Kartma’s tuk tuk, creating a sunny, iconic beacon for the DST brand and its mission.
The Whitney Hotel
Boston, Massachusetts
The Whitney Hotel is an intimate gem in the elegant, historic Boston neighborhood of Beacon Hill.
Intel Megalab Lobby
Belén, Costa Rica
A complete conversion of Intel’s Megalab in Belén, Costa Rica meant reimagining the existing lobby and expanding into the connecting hallways to craft a unique experience for employees and visitors.
Augusta & Co.
Augusta, Georgia
Augusta & Co is a new concept in downtown Augusta that is a community hub rather than a traditional visitor center.
AKC Museum of the Dog: Experience Design
New York, New York
The New York-based Museum of the Dog is representative of the organization’s passion for man’s best friend and its larger identity as an educational and research institution.
T-Mobile, 3305 Workplace: Brand Design
Bellevue, Washington
The first building redesigned in T-Mobile’s headquarters campus renovation, the 3305 space was the spring board for a new way to experience the mobile carrier’s brand personality.
Avenida Escazú: Signage & Wayfinding
Escazú, Costa Rica
Gensler developed a cohesive strategy and design that would tackle the circulation paths and complexities of the mixed-use development. The signage and...
Hyundai Card Pixel Factory: Brand Design
Seoul, South Korea
Conceived to complement an environment that encourages people to connect in a comfortable, flexible, and intuitive fashion, Hyundai Card’s Pixel Factory showcases a brand program largely based on austere graphics with a raw and unpolished design language.
Ford Foundation Center for Social Justice: Brand Design
New York, New York
Ford Foundation partnered with Gensler for a transformational redesign of its Manhattan headquarters that reflects its mission: to promote the inherent dignity of all people.
LinkedIn Detroit: Brand Design
Detroit, Michigan
LinkedIn chooses Gensler as their design partner to create a vibrant graphic program that represents LinkedIn’s values while showcasing the spirit of Detroit.
Celebrity Cruises EDGE
Global Locations
Royal Caribbean International approached long-time partner Gensler to strategize, design, and develop an elevated guest experience for their newest, most modern and luxurious Celebrity Cruises ship, EDGE, through a fully integrated signage and wayfinding system.
Nestlé USA: Experience Design
Arlington, Virgina
Nestlé USA transformed its culture by moving its headquarters from southern California to Arlington, Virginia. Using a design concept based on food as a...
Reach Movement Studio
Cartersville, Georgia
Reach Movement Studio transforms physical therapy by making Musculoskeletal (MSK) care accessible, engaging, and affordable to all. Gensler led the experience strategy and design with Bardavon Health Innovations and their brand agency, Elephant, to define the customer experience for their first retail health location.
“
The highest-performing brands recognize that ‘starting with why’ creates a guiding light for developing successful outcomes.
—Amy Bixler, Brand Design leader
INSIGHTS
Blog
3 Key Ingredients to Creating a Competitive Advantage in the Future of Work
Why HR, Corporate Real Estate, and Brand need to come together to help companies build a thriving workplace.
Blog
Using Resilient Materials to Make Your Brand Values Tangible
Resilient materials offer an opportunity to tell more rich and meaningful brand stories that offer a vision for an alternative future.
Blog
Creating Spaces That Evoke Joy Through Immersive Design
How can physical spaces evoke joy? Design needs to incorporate multiple characteristics and fully engage our senses to be considered an immersive experience.
Case Study
LinkedIn Omaha
LinkedIn Omaha’s future-focused headquarters uses sustainable materials and strategies at every turn to support employee and building health, creating an optimistic future for the workplace.
Blog
To Further Your ESG and Carbon Commitments, Start With Signage
When looking for an impactful, actionable, and timely way to move the needle in support of environmental, social, and governance (ESG) and carbon goals, we suggest starting with a fundamental, yet often overlooked tool: signage.
Case Study
Harvey B. Milk Terminal 1 Renovation
Reductions in energy, carbon, and waste impacts makes SFO’s Harvey B. Milk Terminal a sustainable benchmark for future airports by setting new standards through its Triple Zero Challenge.
Blog
Murals of Joy: How Custom Murals Can Improve Well-being in the Workplace and Beyond
Inspiring and integrating, murals are complex tools of design that can enliven an entire workplace and integrate a community with the environment that surrounds it.
Blog
Dual-Brand Hotel PIPs Create Design, Financial Opportunities
Hotel developers are interested in pursuing dual-brand Property Improvement Plans (PIPs), which can bring market-driven properties back to financial viability faster than designing and building ground-up hotels.
Blog
How LinkedIn’s Omaha Headquarters Fosters Community and Equity
Designing a thoughtful brand experience is a powerful tool in building engagement and alignment between employee and purpose, and this is exemplified at LinkedIn’s new Omaha headquarters.
Blog
How Brands Can Amplify a Purpose-Driven Culture
We know that purpose is a key factor in building a strong culture, a driver of organizational success and employee engagement. So how can organizations have the biggest impact on engagement right now? Here are three ways that brands can create a purpose-driven culture.
Blog
Hybrid Retail: 6 Principles for Meaningful Customer Engagement
Physical retail is essential to building meaningful connections with customers, but a mindset shift is necessary. Here are six principles for retailers to better engage in an increasingly hybrid world.
Blog
Product Design Gets Graphic: A Story of Life Safety
Many clients want custom glass graphics, but costs can be significant, and the process can take months. We partnered with a trusted manufacturer on a prepackaged program to offer a practical and convenient solution.
Blog
3 Key Strategies to Build Your Brand and Culture in a Reimagined Future
Here are three key drivers of change and areas of focus for brands to reset and realign with people’s needs in a changing world.
Blog
How Inclusive Design Supports Resilience and Climate Preparedness
We have an opportunity to design places that are inclusive for all people that can also promote resilience and make preparedness more accessible in the face of natural disasters and other climate change events.
Blog
How TK Elevator’s New Workplace Spurs Connectivity Through Experiential Design
TK Elevator’s North America Regional Business Support Center merges experiential design with interactive spaces to achieve brand awareness and amplify community connection.
BRAND DESIGN TRENDS TO WATCH
Fluidity reigns as consumers command a voice in a brand’s evolution.
Rapidly shifting market conditions and higher consumer expectations require brands to embrace change — and nimbly respond to it. Interactions that feel purely transactional will be dismissed as a “business move,” while brands that invite dialogue and actionable feedback will expand relationships as they allow consumers to shape their trajectory.
Brands will have to prove their commitments to ESG and DEI.
Thanks in large part to the influence of Gen Z, brands are increasingly expected to express their values around environmental and social causes. Now, they have to prove it. Leading with transparency while supporting messaging with metrics will demonstrate that actions line up with promises to contribute to a more sustainable and just world.
The golden marketing rule of “understand your audience” has never been more important.
Ethnographic research and community engagement will be critical for brands to understand the “who” and “why” of place. Developers and organizations will win hearts, minds, and business by connecting people to what matters to them.
73
%
More than 7 in 10 Gen Z respondents buy based on their beliefs and values — engaging in activism through brand choice and advocacy.
—
2022 Edelman Trust Barometer Special Report: The New Cascade of Influence
BRAND DESIGN LEADERSHIP
Amy Bixler
Brand Design Leader, Studio Director, Principal
Amy is a global leader in Gensler’s Brand Design practice with more than 20 years’ experience in marketing strategy, brand positioning, and creative development. Her work...
Janice Cavaliere
Brand Design Leader, Design Director, Principal
Janice is a Design Director and global leader of Gensler’s Brand Design practice. She believes that meaningful experiences can differentiate brands, drive business, and build...
Peter Muller
Design Resilience Leader, Design Manager
As Design Resilience Leader for Gensler's Brand Design practice area, Peter leads in sustainable brand design solutions, client advocacy, talent development, and...
NEWS
In The Media
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NBC Nightly News
The Jackie Robinson Museum Celebrates the Athlete’s Legacy
The new museum is “being hailed as among the first in New York City dedicated largely to the civil rights movement.”
September 01, 2022
In The Media
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Office Snapshots
Two Gensler-Designed Offices Included on Office Snapshots’ Most Popular Offices of 2022 List
Office Snapshots rounded up the 25 most popular offices of 2022, which included the new Gensler Miami office (#2) and the LinkedIn Omaha office (#15).
January 03, 2023
In The Media
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The American Architecture Awards
Three Gensler-Designed Projects Win 2022 American Architecture Awards
TK Elevator, Q2 Stadium, and AT&T Discovery District receive the nation’s highest and most prestigious distinguished building awards honoring new and cutting-edge design.
December 10, 2022
In The Media
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Interior Design
Gensler’s Design of TikTok’s New Office in New York “Captures the Soul of the City”
Interior Design interviewed Design Director Chris Mitchell about how the new workplace reflects the energy of its Times Square location.
October 05, 2022
In The Media
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SEGD
Gensler’s Peter Muller Shares Sustainability Insights for Environmental Graphic Design
Design Resilience Leader Peter Muller shared best practices, examples, and takeaways on implementing sustainable solutions for branded environments in the physical world.
August 12, 2022
In The Media
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CoStar
Gensler’s Jerry Alexander Brings His Past Experience in Asia to Eye-Catching Buildings in the Sun Belt
Gensler Houston Co-Managing Director Jerry Alexander discusses how he leverages his past experience in designing new projects such as TK Elevator North America Headquarters.
July 26, 2022
In The Media
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The New York Times
The Jackie Robinson Museum Celebrates His Achievements On and Off the Field
The interactive Gensler-designed museum focuses on the athlete’s civil rights work and legacy in baseball.
July 25, 2022
In The Media
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The Ralph Bivins Project
A Deeper Dive Into Marketing Strategy To Tell a Company’s Message
The Ralph Bivins Project interviewed Gensler Co-Managing Director Jerry Alexander about how infusing brand identity into buildings can make real estate better express a company’s message.
July 05, 2022
In The Media
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Delta
Delta Celebrated the Ribbon Cutting of Its Gensler-Designed Terminal C at LaGuardia Airport
Delta’s Terminal C at LaGuardia Airport is part of its vision of creating a new world-class gateway to New York City.
June 01, 2022
In The Media
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Bloomberg
Delta Air Lines Unveils a $4 Billion Revamp of Its LaGuardia Airport Terminal
Bloomberg covered the opening of the new Delta Terminal C at LaGuardia Airport, with a transformative terminal design overseen by Gensler.
June 01, 2022
In The Media
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Medium
The 5-Step Brand Strategy Sprint Cites Gensler Brand Engagement Survey Findings
An article on the importance of brand strategy sprints cited Gensler’s findings that “94% of people said they’d be highly likely to recommend a brand they were emotionally engaged with.”
May 13, 2022
In The Media
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Urban Land Institute
AT&T Discovery District Is Recognized as a 2022 ULI Americas Awards for Excellence Finalist
The ULI Americas Awards for Excellence honors projects that promote best practices in real estate development.
May 11, 2022
In The Media
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Architectural Record
Fostering a Sense of Place and Flexibility in the Post-Pandemic Office
Global Work Sector Leader Natalie Engels discussed how Gensler redesigned LinkedIn’s Omaha office to “bring employees back in a way that excited them and gave them an experience.”
May 01, 2022
In The Media
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Interior Design
The AT&T Discovery District is a “Network of Connected Experiences”
Interior Design spotlighted how Gensler Dallas created the AT&T Discovery District, a “culture zone” with media-activated amenity spaces including dining, retail, and public parks.
December 15, 2021
In The Media
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Building Design+Construction
PUMA’s North American Headquarters Offers Flexible Office Space to Propel Its Brand Forward
Building Design+Construction toured PUMA’s North American headquarters, designed by Gensler, which provides the company with room to grow its business and attract new talent.
November 04, 2021
In The Media
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Society of Environmental Graphics
Peter Muller on His Role As the Global Design Resilience Leader for Gensler’s Brand Design Practice
Peter Muller, SEGD Seattle Co-Chair, shares how Gensler and the Brand Design (EGD & Signage) practice has been assembling, planning, and designing for a resilient, carbon-free future.
September 01, 2021