BKV Group - Branded Environments

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BRANDING

ARCHITECTURE | INTERIORS | URBAN DESIGN | LANDSCAPE | ENGINEERING | BRANDING | SUSTAINABILITY | CONSTRUCTION ADMIN
The role of Branding is to ensure we are telling a strong and unified story
BARSTOOL SPORTS |
Chicago, Illinois

4

PRACTICE SITES

45 YEARS OF OPERATION

200+

EMPLOYEES

ARCHITECTURE INTERIORS URBAN DESIGN LANDSCAPE

ENGINEERING BRANDING SUSTAINABILITY CONSTRUCTION ADMINISTRATION

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DESIGN LEADERSHIP

Enriching lives and strengthening communities

OUR DESIGN PHILOSOPHY

BKV Group enhances the physical and cultural environment through multidisciplinary, meaningful, and responsive design. Supported by innovative technology and a strategic market focus, we work to transform communities, nationally and internationally. We believe the craft is as important as the science, especially in giving soul to the process and built environment. Through a highly participatory endeavor, our design strategies express a “rootedness” in their surroundings. This strategy goes beyond the specific building to deliberately capture the expression of people, context, and culture. It is a contextually-sensitive approach is based on, and reactive to, our clients’ goals, budget, vision, and focus, with our creative process engaging all team members to transform and positively shape communities around the globe.

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NATIONAL BRANDING LEADERSHIP TEAM

Director of Branded Environments, Associate Partner Minneapolis, MN

Graphic Designer, Branded Environments Minneapolis, MN

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KRISTINE SIIRO MEGAN VAN BECK

One firm with four practice site locations

OUR NATIONAL REACH

Collaborating regionally, BKV Group operates as a cohesive firm to deliver a wide range of project types for a diverse set of national and local clients. We leverage industry-leading communication and technology tools with best-in-class design processes to seamlessly work across practice sites to meet our clients’ needs, and continually expand our presence into existing and new markets.

OUR INTERNATIONAL CAPABILITIES

The four American practice sites at BKV Group are supported by BKV’s Vietnam offices in Hanoi, Ho Chi Minh City, and Da Nang, which contribute design services for many of our U.S. projects, and allow BKV access to the Asian markets, Furthermore, our firm is able to provide cross-practice training opportunities and structure project teams to leverage the 12-hour time difference, creating a nearly 24-hour design studio that can meet accelerated deadlines without sacrificing quality and creativity.

WHERE WE WORK
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WHO WE ARE

We tell compelling stories through design.

The Branded Environments group guides the firm’s project teams nationally in building powerful and purposeful brand identities for clients using storytelling techniques to establish a consistent narrative that is carried throughout the built environment.

BKV Group is one of the few national design firms offering an in-house Branded Environments unit who, in addition, assist our design teams in navigating through the initial research, strategy and discovery phases, shaping brands early in the project life cycle that will inform how spaces are designed, marketed and experienced.

BKV GROUP | 11 ARKADIA | Chicago, Illinois

WHAT WE DO

Brand Identity to Brand Implementation

Being a holistic design firm, we are all the visionaries — Architecture, Interior Design, Landscape, Engineering, Construction Administration, Marketing, and more. The role of Branded Environments is to be the mediator of all disciplines to ensure we are telling a strong and unified story. The BE team will help guide our teams through the initial research, discovery and concept design phase to build a powerful and purposeful brand identity for all projects. When we all share the same strategies, vision, and goals, our projects are stronger for it.

WHEN WE GET INVOLVED

BKV Group provides total building design: from the aesthetics of branding, to the science of building technology, to the challenge of creative cost control.

DESIGN PHASES

BRANDED ENVIRONMENTS PROCESS

PRE-DESIGN

SCHEMATIC DESIGN

DISCOVERY

Facilitate workshops to help gain an understanding of culture, values, objectives, opportunities, differentiators, challenges, drivers, comparative landscape, audience, and goals for sustainability, health and wellbeing.

BRAND BOOK

Using the results from project discovery, we create our clients project messaging, positioning and strategy to produce a synthesis of the findings in a clear, concise document (Brand Book). This creates a strong foundation for our client’s project and can be shared and utilized by all stakeholders as it steers the creative direction for the project and the brand.

Developing the “big idea” and concept for any project is key to the start of design direction. The vision captures high-level project goals that define priorities and user experience of the space.

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DESIGN DEVELOPMENT

CONSTRUCTION DOCUMENTS

CONSTRUCTION ADMINISTRATION

DEVELOP USER EXPERIENCE

Review User Experience and outline how it strengthens the brand. Discuss opportunities for branded moments throughout project (Interior and Exterior) through lighting, installations, graphics, etc.

Additional Branding opportunities: Naming Logo

Wayfinding/Signage

Environmental Design Graphics

DETAIL USER EXPERIENCE

Review User Experience through details and specifications. Assist in documentation and constructability reviews.

Additional Branding opportunities: Digital & Print Collateral Marketing Floorplans

Promotional Merchandise

Social Media Templates

Website Design concepts

Brand Guidelines

EXECUTION

While the project is on site we will work closely with the contractors and FF&E supply chain to achieve the successful implementation of our design along with the installation and commissioning of all the associated FF&E.

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OUR PROCESS

We are all designers storytellers. Let us help you tell your next story.

At BKV Group, we have a design legacy of enriching lives and strengthening communities. We are a group of architects, engineers, and designers creating environments for people to gather, work, play, and live.

In our process, brand is a critical component which helps create the perfect project for our clients, and capture their stories for years after our work is done.

Our clients share their stories, their history, their goals, their fears, their wishes. And we listen. We study the site, the city, the comps. We gather all the information we possibly can. And then…. we get creative.

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WHERE WE FIT IN

Our process is an integrated and collective one focused on achieving our client’s defined goals, protecting their history, and enhancing the community. Our team of Architects, Interior Designers, Landscape Architects and Engineers collaborate with client development teams to create an experience and environment that aligns with the project brand messaging, positioning and strategy.

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BRANDED ENVIRONMENTS

ARCHITECTURE

ENGINEERING

CLIENT

INTERIOR DESIGN

LANDSCAPE ARCHITECTURE

CONSTRUCTION ADMINISTRATION

CONSULTANTS

SUSTAINABLE DESIGN

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WHAT WE PROVIDE

Project Discovery

Project Messaging, Positioning & Strategy

Naming

Visual Identity/Logo

Brand Guidelines

Brand Design Guide (Programming Standards)

Digital & Print Collateral

Marketing Floor Plans

Promotional Merchandise Design

Environmental Design/Graphics

Visual Identity Systems (Wayfinding Signage)

Social Media Templates

Website Design

YOUR STORY

The following questions will dive into your company’s history, mission, and values.

1. What is your company’s story – how did it come to be what it is today?

2. What is your company’s mission statement?

3. What are your company’s values?

22 | BKV GROUP Project Name | Client | Project Discovery BE BKV Group

PROJECT DISCOVERY

We immerse our team in our client’s communities by facilitating guided workshops to help gain a deep understanding of their culture and values, objectives, opportunities, differentiators, challenges/ drivers, comparative landscape, audience, and sustainability, health and well-being goals.

Guided workshop to identify the following:

Project Framing

Site Information

Demographics

Comparative Landscape

Branding Exercises

Programming

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PROJECT MESSAGING, POSITIONING & STRATEGY

Using the results from project discovery, we create our client’s project messaging, positioning and strategy and produce a synthesis of the findings in a clear, concise document (Project Brand Book). This component creates a clear and strong foundation for our client’s project and can be shared and utilized by all stakeholders. This steers creative direction for the project and the brand.

Final deliverables include a Project Brand Book identifying the following:

Mission / Purpose

Brand Position

Concept Statement

The Big Idea

Brand Pillars

Demographics

Site Overview

Site Context

Design Approach

Comparative Landscape

Brand Experience

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THE CALVIN

IMPRÉV

Impréve is French for “unexpected”

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NAME 01
John Calvin McCoy, is considered the “father of Kansas City.”
NAME 02
SERPENTINE NAME 03 move or lie in a winding path or line / of or like a serpent or snake

NAMING

From the brand discovery, we create a list of names in several different directions. We will complete a preliminary trademark check to make sure the names are not being used in the same market. Rough typographical treatments can be provided to show how the top 3 names look isually as a brand. The team will then choose the final name. The client is responsible to ensure the final name chosen is trademarked under their company.

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VISUAL IDENTITY / LOGO

Armed with an understanding of the brand identity, we create the visual identity which consists of the logo/wordmark.

Final deliverables include:

Logo (color) in vector format

Logo (black & white) in vector format

Vertical logo lockup

Horizontal logo lockup

Square lockup (for social profile images)

Different file formats (AI, EPS, PNG, JPG)

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BRAND GUIDELINES

We create a multi-page document that describes the elements of our client’s brand. Our clients can use it to create consistent materials going forward and to also share with anyone using the brand. It includes usage rules and specs for the logo, color palette, typography, a certain photography or illustration style, custom patterns and any other elements that make our client’s brand unique.

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IMAGINE HOTELS PROGRAM | SOCIAL SPACES

The

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Fitness
fitness centers
vary dependent on the property
the Ascend brand
be considered.
DESIGN ELEMENTS
State-of-the-art design
dedicated fitness space that includes cardio / weights / mirrors / TVs Morning yoga (on the plaza or fitness room)
fitness space for group fitness activities
training classes
or interactive workouts
amenities for residents as well 1093 SF FITNESS CENTER 6'X8' STRETCH/ CORE TRAINING AREA TREADMILLS VT9800HRC 84"LX31"WX58"H CROSS TRAINERS QPRO-370-09 34"X79" RECUMBENT BIKE VBR70 UPRIGHT BIKE LMGFORCEU ADJUSTABLE BENCH FS-3 TIER DUMBELL RACK HF 2200 2 STACK HOME GYM 3'-0" MIN 3'-0" WIREMOLD RC7 SERIES, POKE-THRU DEVICE, TYP. TV TV TV MIRROR WALL DUAL ADJUSTABLE BENCH HEAVY BAG AREA STABILITY BALL STEPPER VENDING Comm. #: Project Number Issue Date Scale: 1/8" = 1'-0" FITNESS CENTER 12 • Temperature sensor located near return air register (sidewall) • All exposed piping to be metal only (no plastic) Plumbing Fixtures: • Drinking fountain w/ bottle filler, ADA compliant • Other Requirements: • Refer to A/V program for requirements • Determine hours of use • Accoustical concerns • Coordinate all routing of ducts, plumbing lines & electrical wiring in podium buildings with exposed precast • No plastic pipe Critical Physical Adjacencies: • Public restrooms • Pool / Courtyard • Sauna (if applicable) Finishes (U.N.O.): • Flooring: Rubber Flooring • Wall Base: Rubber base • Wall: Paint / Mirrors -Full height • Wall: One wall to contain B&W vintage photo graphic • Ceiling: Varies • 4'x8' mirrors @ one wall, 4" AFF • Black, white, chrome color scheme Built-in Features: • Ballet barre and mirror Owner Supplied Items: • Fitness Equipment • Vending-Qty: 2, (1) food, (1) drink • TVs (and mounting equipment) Lighting: • Linear strip light fixtures with wiregaurd • Stainless Ceiling fans • Switches • Occupancy sensors in parallel with switches • Fan speed controller Power / Low-voltage: • Floor receptacles for exercise equipment-verify requirements with equipment vendor • Coordinate all electrical devices to be outside the surface of mirrors. • TV power and low voltage wiring • Misc. power such as vending machine receptacle • Electric strike and card reader • HVAC unit power • Receptacle for drinking fountain (if applicable) Equipment HVAC: • Exposed oval ductwork (10" max depth), Round where window and ceiling heights allow • Furnace w/ split system condenser • Furnace located above ceiling of adjacent restroom or corridor SQUARE FOOTAGES: 150-199 UNITS =900 -1,000 SF 200-249 UNITS = 1,000 -1,200 SF 250-300 UNITS = 1,200-1,400 SF 300+ UNITS = 1,400-1,600 SF Reviewed by Owner: _______ (Initial) Reviewed by Architect: _______ (Initial)
will
and
should
COMMON
INCLUDE:
A
Multi-purpose
Online
Peloton
Shared

BRAND DESIGN GUIDE

We create a multi-page document that describes all elements of your brand including program standards specific to your properties. Your team can use it to create consistent materials going forward and to also share with anyone using your brand. Beyond the Brand Book, this document describes one’s journey through each space programmatically. Brand Communications are depicted to show how printed and digital collateral are curated. Brand Status is defined to show upcoming projects and active targeted cities.

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DIGITAL & PRINT COLLATERAL

We offer creative solutions for all of our client’s marketing collateral needs such as investor packages, brochures, flyers, leasing packages, menus and presentation templates.

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MARKETING FLOOR PLANS

Working with the architecture and interior design teams, we create marketing floor plans to use for our client’s sales materials.

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PROMOTIONAL MERCHANDISE DESIGN

We provide creative solutions for all of our client’s promotional needs such as t-shirts, hats, notebooks, pens, coffee mugs, water bottles and lots of fun stuff!

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SOMERA
ROAD | West Bottoms, Kansas

ENVIRONMENTAL DESIGN / GRAPHICS

Working with the architecture and interior design teams, we can create branded moments in spaces that enhance the brand and design.

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VISUAL IDENTITY SYSTEMS (WAYFINDING SIGNAGE)

We implement our client’s brand into design solutions in the built environment. This includes wayfinding signage throughout the space.

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SOCIAL MEDIA TEMPLATES WEBSITE DESIGN

We offer creative solutions/templates for all of our client’s social media channels.

BKV’s Website Design services include:

Sitemapping and Information Architecture Wireframing and Prototyping

High Fidelity Design (including mobile-friendly layout)

e-Commerce development (if applicable)

We also team with a software development company to provide 3rd party design review, accessibility compliance, and maintenance support services.

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PARTNERSHIPS

We’ve teamed with some of our favorite vendors so that we can easily produce more custom finishes and fixtures for our clients at a reduced price.

Astek is our preferred custom print vendor.

Bloom Lighting is our preferred custom lighting vendor.

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BRANDING EXPERIENCE

BARSTOOL SPORTS

CHICAGO, ILLINOIS

Custom Signage Chicago | Signage Presentation | 4.13.23

BARSTOOL SPORTS

CHICAGO, ILLINOIS

Custom Signage

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MINNEAPOLIS, MINNESOTA

BKV GROUP | 55 eM l
THE MARSHALL
Custom Wallgraphics

THE DEACON

CINCINNATI, OHIO

Custom Wallgraphics and Installation

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ATMOSPHERE

STUDENT LIVING | MADISON, WISCONSIN

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60 | BKV GROUP BRAND DESIGN GUIDE IMAGINE Hotels | Brand Design Guide 29 IMAGINE HOTELS PROGRAM The Journey WELCOME SOCIAL SPACES PRIVATE SPACES FACADE LOBBY FRONT DESK TEMPORARY STORAGE / LUGGAGE SHUTTLE SERVICE FOOD & BEVERAGE GRAB & GO + RETAIL FITNESS BUSINESS CENTER OUTDOOR / PLAZA ELEVATORS / CORRIDORS GUEST ROOMS MARKET-DRIVEN ADD ONS WATERPARK / SPLASH PAD FOOD + BEVERAGE AT THE WAVE MEETING / EVENT VENUE HOCKEY / GAME ROOM IMAGINE Hotels Brand Design Guide 20 The Sports Enthusiast The Fun Seeker The Active Work Hard/ Play Hard IMAGINE HOTELS FUNDAMENTALS Meet Our Guests IMAGINE Hotels guests are looking for an experience. They are adventurous travelers seeking local activities and want to stay where the action is. They expect a great level of service and value, easy-access to all activities offered and are willing to pay a premium for quality and convenience. Many IMAGINE Hotels guests are loyal repeat customers/residents as they appreciate the peace-of-mind that comes with the IMAGINE Hotels programming. IMAGINE Hotels comprehensive approach allows guests to Live, Work, Play, and Stay. IMAGINE Hotels Brand Design Guide | 32 IMAGINE HOTELS PROGRAM | WELCOME Lobby HIGHER DESIGN STANDARDS THAT INCLUDE: Warm, welcoming Grand Fireplace, a tie to all properties Hotel bar incorporated to front desk in smaller markets F&B bar in the evening (limited menu), late night F&B options Coffee Market Place incorporated with front desk Comfortable and unique seating options to allow for user interactions Interactive, use technology to reduce administrative space Pod systems / private areas (1-3 people) Unique lighting throughout interior The irresistible soft scent of roasted cocoa and coffee beans fill the common spaces Distinct music also fills the common areas. Playlists contain: • Upcoming/past concert artists • Bright and lively tracks, conveying a sense of positive energy • Blends of electronic and acoustic elements • New artists reflecting artistic excellence and innovation Board games available Small game room (pool, bubble hockey, shuffleboard, etc.)

IMAGINE HOTELS

EPIC COMPANIES | NORTH DAKOTA

Not just a place to spend the night.

It’s an experience.
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Brand Identity | Brand Book | Brand Design Guide | Brand Guidelines | Marketing Materials | Merchandise

BRAND GUIDELINES

IMAGINE HOTELS LOGOPrimary|Parameters|SymbolUsage|Usage|Secondary

PrimaryTypeface

OurprimarytypefaceisAzoSans.Thissansseriftypeface setisconfidentandapproachable—therightfittoreflect IMAGINEHotelsbrandattributes.AzoSanscomesina widevarietyofweightsandisoptimizedforprint,web, andmobileapplications.ItisanAdobefontandcanbe foundhere:fonts.adobe.com/fonts/azo-sans

PrimaryTypeface|SecondaryTypeface|DisplayTypeface|TextStyles|Hierarchy

IMAGINEHotels|BrandGuidelines|7

AaBb

PrimaryColors

TheColorPaletteistheprimaryguidetothecolorsthat defineourbrand,establishingthefoundationforastrong andconsistentbrandidentity.Thecarefullychosencolors reflectthecharacteristicsandvaluesofourbrand.They notonlyprovideanappealingvisualaestheticbutalso communicatetheemotionsandmessagesofourbrand toouraudience.

IMAGINEHotels|BrandGuidelines|14 IMAGINE HOTELS COLOR PALETTE

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02
RGBR171/G115/B34 WEBab7322 CMYK C20 M50 Y100 K20 RGBR237/G234/B229 WEBedeae5 CMYK C6 M6 Y8 K0 IMAGINEGold Stone RGBR60/G58/B59 WEB3c3a3b CMYK C5 M5 Y5 K90 Charcoal RGBR35/G31/B32 WEB231f20 CMYK C0 M0 Y0 K100 Black IMAGINEHotels|BrandGuidelines 04IMAGINE
TYPOGRAPHYHOTELS
IMAGINE HOTELS TYPOGRAPHY
Azo Sans LightAaBaCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@#&% 0123456789 LightItalicAaBaCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@#&% 0123456789 RegularAaBaCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@#&% 0123456789 ItalicAaBaCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@#&% 0123456789 BoldAaBaCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@#&% 0123456789 BoldItalicAaBaCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@#&% 0123456789

IMAGINE HOTELS

EPIC COMPANIES

NORTH DAKOTA

Please do not disturb

Please make up my room

BKV GROUP | 63 Guidelines|16 IMAGINEHotels|BrandGuidelines|17 ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
|
Brand Identity | Brand Book | Brand Design Guide | Brand Guidelines | Marketing Materials | Merchandise

IMAGINE HOTELS

EPIC COMPANIES | NORTH DAKOTA

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Book | Brand
Brand Identity | Brand
Design Guide | Brand Guidelines | Marketing Materials | Merchandise

SERPENTINE

KANSAS CITY, KANSAS

Concept Naming | Brand Identity | Printed Collateral | Custom Wall Graphic

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THE APIARY

BEE CAVE, TEXAS

Concept Brand Identity | Printed Collateral | Branded Merchandise

DILWORTH FIRE STATION

DILWORTH, MINNESOTA

Concept Custom Wallgraphics

DILWORTH FIRE STATION | DAYROOM

DILWORTH FIRE STATION | DAYROOM

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Dilworth Firestation

SHOREVIEW, MINNESOTA

Concept Naming | Brand Identity | Printed Collateral | Branded Merchandise

SKADI

BKV COLLEGE FAIRS

Banners | Marketing Cards | Coozies

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BANNERS
WWW.BKVGROUP.COM CHICAGO 209 South LaSalle Street The Rookery, Suite 920 Chicago, IL 60604 P 312.279.0470 DALLAS 1412 Main Street Adolphus Tower, Suite 700 Dallas, TX 75202 P 469.405.1196 HANOI, VIETNAM No 1 Dao Duy Anh Street Ocean Park Building, Suite 15, Room 1508 Phuong Mai Ward, Dong Da District Hanoi, Vietnam P (+84) 3971.5777 MINNEAPOLIS 222 North Second Street Long & Kees Building, Suite 101 Minneapolis, MN 55401 P 612.339.3752 WASHINGTON, DC 1054 31st Street NW Canal Square, Suite 410 Washington, DC 20007 P 202.595.3173
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