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
Amazon HQ2 Brand Design
Arlington, Virginia
The experiential graphics at Amazon HQ2 Metropolitan Park celebrate the remarkable people, culture, and natural beauty that define the Washington D.C. region.
Espresso Americano
Tegucigalpa, Honduras
Gensler’s collaboration with Espresso Americano evolved into a transformative journey to engage new audiences and solidify the brand’s status as a coffee icon.
DASH
Tampa, Florida
Gensler created a brand identity to showcase the impact of DASH (Downtown Area Shared Hubs), an all-electric vehicle hub-to-hub transit service in Tampa.
Art on The Mart, Building Light
Chicago, Illinois
Art on The Mart is the largest permanent digital art platform in the world. Building Light explores themes of discovery, urbanism, and change through vignettes.
Uwajimaya
Seattle, Washington
Gensler created a kit-of-parts for the family-run grocer Uwajimaya that includes mission and values, tone of voice, typography, color, and illustration.
Syracuse University Digital and Environmental Graphics Experience
Syracuse, New York
Gensler designed a program of environmental graphic and digital experience applications that translate Syracuse University’s Newhouse School mission and ethos.
McCann Worldgroup Brand Design
London, United Kingdom
McCann Worldgroup partnered with Gensler to create a workspace for collaboration, cohesion, and creative thinking while celebrating each agency’s individuality.
Georgetown Day School Brand Design
Washington, D.C.
Gensler’s new campus for Georgetown Day School is designed to help it prepare for the next chapter in its history as the first racially integrated school in D.C
Terminal Warehouse Marketing Center
New York, New York
The Terminal Warehouse Marketing Center harnesses the unique history of its location in former freight depot to create a new workplace destination in Chelsea.
University of Texas at Austin, Moody Center
Austin, Texas
Gensler helped the University of Texas consolidate its campus sports venues and create a LEED Gold Certified basketball arena and live music venue.
Gateway Brand Design
Newark, New Jersey
Gateway is at the crossroads of Newark’s diverse neighborhoods — a convergence of growing businesses, communities, and a major transportation hub.
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, Georgia
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 space travel company offering luxury commercial flights that will bring travelers to the edge of space on a gentle, elegant journey.
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
Mining financial services company Traxys 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.
“
With placemaking, it’s not just about design; it’s also all of the activations and experiences that will happen there that will really connect people with a place.
—Janice Cavaliere, Brand Design leader
INSIGHTS
Blog
Trends to Watch: Building City Identities to Become Destination Brands
How can brand positioning and a compelling narrative help cities create global destinations and build strong brand advocates?
WEBINAR
Building City Identities to Become Destination Brands
Gensler’s Global Brand Design leaders delve into a conversation with community leaders about strategies cities can use to transform their identities into vibrant destination brands.
Blog
The Evolution of Sports Venue Brand Integration: From Simple to Sophisticated
The new landscape of brand in sports is more sophisticated than ever.
Blog
From Canvas to Community: The Art of Placemaking at the Moody Center
Moody Center creates a space where art, culture, and community converge, inviting visitors to become active participants in the placemaking process.
Blog
How Customer Experience Centers Unify Spatial and Digital Branding
A new approach to customer experience center design is helping businesses reimagine customer engagement.
Blog
Verbal Identity Is Key to More Inclusive Brand Storytelling
Verbal identity will play an increasingly important role in creating brand expressions that equalize and diversify brand experience for everyone.
Blog
Purpose of Place: Why Place Branding Matters
Place branding can shape people’s perceptions about that place and drive its competitive identity.
WEBINAR
Magnetizing People & Places Through the Power of Brand
Gensler’s Brand Design and industry leaders delve into a conversation about the power of brand strategy and storytelling.
Blog
Why Cities Like San Francisco Need More Place Positivity
As San Francisco city advocates try to counter a wave of negative sentiment, how can they share residents’ own experience and sense of community in an authentic way?
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 support 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.
Trends in Brand Design
Brand plays a vital role in storytelling and placemaking.
Creative placemaking can build distinct city identities and connect people with a neighborhood. For example, cities like San Francisco are legislating for “entertainment zones” to draw visitors downtown with street beautification, social activations, and more.
To build trust, brands become flexible, dynamic, and participatory.
Brands need to understand what their audiences care about to gain their trust. Rather than focusing on rigid identity standards, brands will foster belonging by engaging audiences where they are, from public space activations to workplace experiences that connect with their communities.
Brands reach younger, more diverse audiences through creative partnerships.
Creative alignments with like-minded partners will help brands leverage different types of influencers, attract new audiences, grow market share through association, and ultimately deliver on what their audiences care about.
BRAND DESIGN LEADERSHIP
Amy Bixler
Brand Design Leader, Studio Director, Principal
Amy Bixler is a Brand Design Leader and Studio Director based in Gensler’s Atlanta office.
Janice Cavaliere
Brand Design Leader, Design Director, Principal
Janice Cavaliere is a Design Director and global leader of Gensler’s Brand Design practice who focuses on bringing brands to life.
Peter Muller
Design Resilience Leader, Design Manager
Peter Muller is the Design Resilience Leader for Gensler’s Brand Design practice area based in Gensler’s Seattle office.
NEWS
Press Release
Gensler Designs Wayfair’s First Large-Format Store in Chicago
The design concept developed by Gensler aims to revolutionise the home shopping experience, transforming the way Wayfair customers shop for their homes.
May 28, 2024
In The Media
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Work Design Magazine
Diverse Voices and Powerful Narratives in the Workplace
Gensler’s Beth Novitsky shared ideas on how to tell a more inclusive story in the workplace through signage, an employee communications program, or a branded workplace.
July 06, 2023
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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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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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