Logistics Innovation Center

I lead the branding of a Gensler designed innovation space for the Special Initiatives and Product Design group in Memphis, TN. Our client asked that the workplace should inspire this group while being inclusive of all departments in the company, They very much wanted the feature wall at the entry to include a dynamic digital display that was an order of magnitude too costly. After many rounds of strategy and concepts, we arrived at a low-tech dynamic form built from wheels that move every part of their operation from jumbo-jet cargo planes down to hand trucks that deliver packages to your door, with a chrome hubcap added from the exact model of their very first delivery van.

Within the space, each conference room has a distraction pattern of a simplified runway map of a different hub airport, while all the codes for these hubs come together to create a screen wall with 2D barcodes that link to digital maps of each. We turned a narrow corridor with a wood slat screen into a branded moment of surprise and delight by carefully placing slices of photos on each slat that reassemble perfectly when viewed from key points. I built physical and digital models to validate the anamorphic projection we needed to place the images in space, wrote software to slice and rescale the images, and brought a VR experience to the site to let the client experience it in-situ and approve. Then to create the high resolution required for the large-scale printing, we created 3D models of their planes and a system to render each slice with a different perspective and scale setting. The end result was totally worth the steps to create another magical experience for the innovation team.

ClientConfidential Logistics Company: Special Initiatives & Product DevelopmentServicesEnvironmental Branding & WayfindingYear2017