BRANDING
The role of Branding is to ensure we are telling a strong and unified story
WHO WE ARE
ARCHITECTURE
5 PRACTICE SITES
45 YEARS OF OPERATION
200+ EMPLOYEES
INTERIOR DESIGN
URBAN DESIGN
LANDSCAPE ARCHITECTURE
ENGINEERING
CONSTRUCTION ADMINISTRATION
BRANDED ENVIRONMENTS
SUSTAINABLE DESIGN
DESIGN LEADERSHIP
Enriching lives and strengthening communities
OUR DESIGN PHILOSOPHY
BKV Group enhances the physical and cultural environment through meaningful, responsive, multi-disciplinary design. Supported by innovative technology and a strategic market focus, we work to transform communities locally, 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, site, and culture. It is a contextually sensitive approach that 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.
NATIONAL BRANDING LEADERSHIP TEAM
Director of Branded Environments, Associate Partner Minneapolis, MN
Graphic Designer, Branded Environments Minneapolis, MN
KRISTINE SIIRO
MEGAN VAN BECK
One firm with four practice site locations
OUR NATIONAL REACH
Collaborating regionally, BKV Group operates as a cohesive firm delivering 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 National 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, while allowing 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.
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.
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.
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.
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.
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.
INTERIOR DESIGN SUSTAINABLE DESIGN
ARCHITECTURE
INTERIOR DESIGN BRANDED ENVIRONMENTS
CONSTRUCTION ADMINISTRATION
CLIENT
INTERIOR DESIGN
ENGINEERING
INTERIOR DESIGN
INTERIOR DESIGN
LANDSCAPE ARCHITECTURE
INTERIOR DESIGN URBAN DESIGN
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?
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
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
THE CALVIN
IMPRÉV
Impréve is French for “unexpected”
John Calvin McCoy, is considered the “father of Kansas City.”
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.
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)
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.
IMAGINE HOTELS PROGRAM | SOCIAL SPACES
Fitness
The fitness centers will vary dependent on the property and the Ascend brand should be considered.
COMMON DESIGN ELEMENTS INCLUDE:
State-of-the-art design
A dedicated fitness space that includes cardio / weights / mirrors / TVs
Morning yoga (on the plaza or fitness room)
Multi-purpose fitness space for group fitness activities
Online training classes
Peloton or interactive workouts
Shared amenities for residents as well
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.
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.
MARKETING FLOOR PLANS
Working with the architecture and interior design teams, we create marketing floor plans to use for our client’s sales materials.
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!
ENVIRONMENTAL DESIGN / GRAPHICS
Working with the architecture and interior design teams, we can create branded moments in spaces that enhance the brand and design.
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.
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.
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.
BRANDING EXPERIENCE
BARSTOOL SPORTS
CHICAGO, ILLINOIS
BARSTOOL SPORTS
CHICAGO, ILLINOIS
Custom Signage
MINNEAPOLIS, MINNESOTA
Custom Wallgraphics
THE DEACON
CINCINNATI, OHIO
Custom Wallgraphics and Installation
ATMOSPHERE
STUDENT LIVING | MADISON, WISCONSIN
Custom Wall Graphics
IMAGINE HOTELS
EPIC COMPANIES | NORTH DAKOTA
Not just a place to spend the night.
It’s an experience.
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
IMAGINE HOTELS
EPIC COMPANIES
NORTH DAKOTA
Please do not disturb
Please make up my room
IMAGINE HOTELS
EPIC COMPANIES | NORTH DAKOTA
SERPENTINE
KANSAS CITY, KANSAS
Concept Naming | Brand Identity | Printed Collateral | Custom Wall Graphic
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
SHOREVIEW, MINNESOTA
Concept Naming | Brand Identity | Printed Collateral | Branded Merchandise
BKV COLLEGE FAIRS
Banners | Marketing Cards | Coozies
