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Branding Deconstructed

Matt Freedman

BY Matt Freedman /

Every company has a brand. But the term "branding" can have various meanings depending on the context and setting. When an agency or company offers "branding", it may only be referring to certain aspects of branding. That's why selecting a branding firm can be complicated. 

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Topics: Branding, Experiential Design

Branding is More Than Wall Graphics (and 5 Ways to Explain That to Your Boss)

Rachel Iannarino

BY Rachel Iannarino /

Have you ever talked to your boss or C-Suite about branding and heard the following responses: "I'm not sure branding is worth the investment right now. We have other things to prioritize like recruiting talent or hitting financial goals. We can put some graphics on the walls later."? I've personally heard these many times. But you can change the perception. After branding spaces in various industries, here are some things I've learned that can help.

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Topics: Experiential Design, Branding

How Much Does Branding Cost? 

Matt Freedman

BY Matt Freedman /

How much does branding cost? It's probably the most common question we get asked by clients every day. It can literally be the "$64,000 Question." That's why I'm going to tell you the truth about branding budgets, even though it might not be what you want to hear.

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Topics: Branding, Experiential Design

The University of Toledo: A Before-and-After Look

Continental Office

BY Continental Office /

The University of Toledo had a very long hallway in their College of Engineering, with very blank walls. Not only was the hall used by current students for studying and socializing, but it was a primary avenue for prospective students visiting the school. The school wanted to use branding as a recruitment tool, and allow students to learn about the different concentrations available to study at the college.

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Topics: Branding, Learning Spaces

Case Study: Maryhaven

Continental Office

BY Continental Office /

Maryhaven has helped people and families dealing with addiction and mental illness find a path to recovery since 1953. With a modest budget, they wanted to bring life to their healing space through branding by creating a donor wall as well as incorporating inspirational images and quotes throughout their space. This not only made it more welcoming and impactful, but created a positive experience for patients.

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Topics: Branding, Healing Spaces

Case Study: Michigan State University

Continental Office

BY Continental Office /

We've had the opportunity to create branded environments for two of Michigan State University's athletic teams - football and hockey.

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Topics: Branding, Experiential Design

Tying it All Together: Rolling Out Your Brand Strategy

You’ve decided to invest in a branded environment, sat down with a team of creative professionals to discuss your vision, and successfully seen your project through – from design to installation – ensuring quality control along the way. Now, how do you get everyone on the same page, disseminating the same message you’re striving to project? If you don’t take the time to have an internal dialogue about your branded space and strategy, then any external work you do will fall flat. When it comes to brand updates or a branded environment, the rollout is a process that needs to start from the inside and work its way out.

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Topics: Branding, Experiential Design

Why Quality Control is Crucial During Every Phase of a Branding Project

David Brockmeyer

BY David Brockmeyer /

From design to production to installation, quality control is one of the most important aspects of a branding project. In fact, quality control is something that begins at the genesis of a project by accurately defining the message you’re trying to convey in your space. Unfortunately, it’s often not considered until the end of a project, when the product is being installed. If the branded environment you want to create isn’t feasible, that error should be caught long before production begins, allowing for a solution to be devised. The sooner you can bring in experts to assess the quality control of your project the better.

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Topics: Branding, Experiential Design

How to Talk the Environmental Branding Talk

Continental Office

BY Continental Office /

What is environmental branding? While there are varying levels of awareness as to what it actually is, a large misconception is that branding is all about signage or even simply the use of your logo in your space. Signage is a commodity that’s readily available but when it comes to branding, there’s a strategic backbone behind what you’re striving to achieve. It’s not about putting an image on the wall but about the thought process and message behind it, the placement of it, and even the material used to make it. By using design strategy, you take a concept from 2D or digital format and bring it into the built environment. In short, branding uniquely defines your space enabling you to tell a story that resonates with people.

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Topics: Branding, Experiential Design

4 Questions to Ask Yourself Before Investing in a Branded Environment

Matt Freedman

BY Matt Freedman /

Workplace branding is more prevalent than ever. This means that basic environmental branding is table stakes. The onus is on employers to be more thoughtful and strategic about their branding to provide a holistic and authentic branded experience that will resonate with their associates, business partners, and clientele.

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Topics: Branding, Experiential Design

Great Spaces Magazine - Fall/Winter 2018

FEATURED AUTHORS

Amber Konkoli

AMBER KONKOLI

CREATIVE DESIGN DIRECTOR
Cindy Eastep

CINDY EASTEP

DIRECTOR, WAREHOUSING SERVICES & SAFETY
Dustin Francis

DUSTIN FRANCIS

DIRECTOR, CONCRETE FINISHES
Marty Davis

MARTY DAVIS

GRAPHIC DESIGN DIRECTOR
Michael Sharp

MICHAEL SHARP

VP, SALES
Nannette Maciejunes

NANNETTE MACIEJUNES

EXECUTIVE DIRECTOR, COLUMBUS MUSEUM OF ART
Pam Blair

PAM BLAIR

EVP, HUMAN RESOURCES
Rich Oliver

RICH OLIVER

SVP, SALES
Scott Bartlett

SCOTT BARTLETT

VP, FLOOR MAINTENANCE GROUP
Sue Zazon

SUE ZAZON

REGIONAL PRESIDENT, HUNTINGTON BANK