Leo Burnett Design & Branding LEO BURNETT GLOBAL HEADQUARTERS RECEPTION by Leo Burnett Chicago

Adsarchive » Design & Branding » Leo Burnett » LEO BURNETT GLOBAL HEADQUARTERS RECEPTION


Pin to Collection
Add a note
Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Producer Richard Blanco
Illustrator Blake Calovic
Released December 2011

Credits & Description

Category: Public Spaces
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Design Director: Alisa Wolfson (Leo Burnett Chicago)
Design Director: Shereen Peterson (Leo Burnett Chicago)
Designer/Illustrator: Jason Frohlichstein (Leo Burnett Chicago)
Designer/Illustrator: Casey Martin (Leo Burnett Chicago)
Designer/Illustrator: Kyle Poff (Leo Burnett Chicago)
Designer/Illustrator: Luke Williams (Leo Burnett Chicago)
Producer: Richard Blanco (Leo Burnett Chicago)
Illustrator: Blake Calovic (Leo Burnett Chicago)
Media placement: Mural - Leo Burnett Chicago 21st Floor Reception - 1 October 2011
Media placement: Wall Decal Art - Leo Burnett Chicago 21st Floor Reception - 10 October 2011

Describe the brief from the client
Over the course of several years, busy schedules and multiple cooks in the kitchen resulted in a confused and neglected 21st floor lobby. In dire need of an uplift, the objective was to revitalize the walls while evoking the spirit of HumanKind – the agency’s working philosophy. The target audience is employees of the agency and visitors escorted to reception on their way to meetings.

Describe the challenges and key objectives
Our challenge was money. We didn’t have much of it. So, hiring talent outside the agency was not an option. Luckily, we discovered an employee with a unique and genius hand at illustration. Armed with his talents, the agency’s design team was able to generate all creative internally. Our key objective was to create a space that employees enjoyed and took pride in calling their place of work.

Describe how you arrived at the final design
We decided to take elements of HumanKind and interpret them differently on various walls. Running down a long corridor, the HumanKind 1-10 scale (used to grade the agency’s work) becomes a sea of icons and symbols. On another wall, a stream of HumanKind words blanket from floor to ceiling. On the central wall, facing reception, an over-sized mural captures the spirit of creativity in a piece that welcomes visitors with an illustrated skyline of the Chicago. Hiding among the buildings are agency symbols and client brand icons.

Give some indication of how successful the outcome was in the market
Though we tried to embrace as large an audience as possible, we were prepared to receive both positive and negative feedback. Art, after all, is subjective. In the end, the overall sentiment has been incredibly positive. For years, people just passed through this area, heads down. Now, we see heads held high and people lingering.