EXD 2025 General Qualifications

2025

Branding

Naming and Positioning Identity and Logo Design Brand Applications Media Integration Brand Standards

Wayfinding

Design Standards Assessments ADA and Life Safety Master Plan Strategies Naming and Numbering

Digital Placemaking

Interactive Immersive Content Design Virtual and Augmented Reality Visualization

Experiential Graphics Storytelling Displays Donor Recognition Exhibit Design Art Installations

Cargill Protein Group LO C AT I O N

Wichita, KS S E RV I C E S

Brand Experience Wayfinding Signage Cargill Protein’s new headquarters is designed around the theme of “families feeding families,” creating a connection between visitors and employees at every stage of the protein process.

HOK’s Experience Design group (EXD) crafted a comprehensive tour path that thoughtfully narrates Cargill’s story through intentional design elements. Hand-drawn sketches, aligned with corporate branding, reflect a regional authenticity that is both simple and powerful.

Working closely with the interiors, architecture, and landscape teams, EXD integrated branded graphics and signage seamlessly into the overall design. This cohesive approach creates a unique narrative for Cargill Protein. Every component, from custom art installations to signage and window films, collectively connects employees and visitors to the broader protein ecosystem, providing an engaging and immersive experience that emphasizes the company’s mission to feed families around the world.

C A R G I L L P R OT E I N G R O U P P L AT E WA L L

EXD designed a striking 28-foot-wide art display featuring ceramic plates crafted by a local artist. This stunning backdrop for the open central stairway symbolizes the connection between Cargill Protein’s work and the consumer—right on the plate. Collaborating with local artisans and materials reinforces a strong sense of place, deepening the brand’s connection to the community.

Norfolk Southern Headquarters LO C AT I O N

Atlanta, GA S E RV I C E S

Brand Design Experiential Graphics Wayfinding Signage Digital Integration HOK’s Experience Design group’s (EXD) design centers on the theme of “thoughtful movement,” reflecting core design principles of stability, timelessness, energy and seamlessness. Graphic elements convey a sense of speed and agility, illustrating Norfolk Southern’s transformation from a traditional railway company into a modern technology-driven enterprise. By employing repetition and rhythm, the design subtly evokes the essence of trains and railways, creating a nuanced connection to the brand’s heritage without being overly literal.

T H E C O M M O N S FOO D H A L L B R A N D I N G

With the creation of The Commons, a food hall that offers many diverse options, on-site childcare center, fitness center, coffee shop and on-the-go marketplace came the need for 14 unique naming and brand identities that all live under one roof.

Each new brand name was filtered through the same design lens as the rest of the HOK designed campus–technology and energy–and all have their own brand guidelines to be expanded across various collateral. Our team also created a series of custom icons that correspond with NS’s rich history that are talking points to tell the NS story.

Boston Consulting Group Toronto LO C AT I O N

Toronto, Ontario S E RV I C E S

Naming and Identity Design Brand Guidelines Experiential Graphics Wayfinding Signage Guided by a strong company culture, the EXD design team developed a visual language that embodies the abstract concepts of Transformation, Fusion, and Invention, showcasing Canadian identity while nodding to BCG’s global presence.

This visual language informed the brand experience through a blend of static and digital graphic installations that are both content-rich and artistic. In the reception area, technology was seamlessly integrated to celebrate the BCG legacy in a flexible and elegant manner. Thoughtful choices in color and materiality throughout the space unify the HOK designed interiors and EXD’s graphic design, creating a cohesive brand narrative that promotes aspiration and sophistication.

T H E L EG ACY WA L L

A key highlight was the Legacy Wall, a modular system of digital screens and static panels that allows the content to evolve with the company over time, ensuring the space stays relevant. Despite the challenges of a late project start and evolving scope, EXD’s adaptability ensured the seamless integration of their designs. Each element not only enhances the immediate office environment but also provides flexibility for future updates, creating a dynamic workspace that celebrates BCG’s values and mission.

Graphic Packaging International Headquarters LO C AT I O N

Atlanta, GA S E RV I C E S

Workplace Brand Experience Customer Experience Center Wayfinding Signage Graphic Packaging International’s (GPI) headquarters strikes the balance between fostering a positive employee experience, showcasing innovative technology for clients and celebrating a rich history of invention. HOK’s Experience Design group (EXD) purposefully selected environmentally sustainable materials for the space that reflect GPI’s deep commitment to responsible ecological choices, utilizing recycled materials to enhance both brand impact and employee inspiration.

EXD also developed an interactive exhibit featuring a selection of 60 patents, complete with product descriptions and designer recognition. This engaging display allows visitors to physically rotate a three-sided wooden module, enabling them to explore all sides of GPI’s innovative products and showcases their commitment to excellence.

H A N G I N G PAT E N T N U M B E R L E A F D I S P L AY

Suspended overhead the connecting stairway of the first two floors, is a striking display of over 2,700 green leaves representing unique patents held by GPI. EXD designed the leaves, which are made from transparent green acrylic and printed with a unique patent number, to expand as new patents are developed, which allows light to filter through and reflect onto the stairway.

R ECYC L E D M AT E R I A L WA L L S

On the workplace floors, a series of graphic “story walls” effectively showcase the company’s commitment to using recycled and reclaimed materials in consumer packaging. Each wall features packaging source materials and includes concise statements highlighting the company’s dedication to renewable solutions, reinforcing its brand narrative and environmental responsibility.

Kiewit Power Regional Headquaters LO C AT I O N

Lenexa, KS S E RV I C E S

Brand Experiential Graphics Wayfinding Signage Storytelling Displays As Kiewit embraced its shift toward sustainable power delivery, the company sought to reflect this transformation in its workplace environment. EXD played a key role in translating this vision into a cohesive design strategy, developing custom graphics, signage, and wayfinding that communicate Kiewit’s evolving story.

The Kiewit logo was thoughtfully integrated with diagrammatic wallcoverings to highlight the company’s vision and capabilities, establishing new design standards that are now implemented across all Kiewit locations.

To enhance the collaborative, open office layout, EXD designed custom window films that maintain privacy while allowing natural light to permeate the space, striking a perfect balance between aesthetics and functionality. Additionally, custom room signage was developed to ensure seamless navigation throughout the workplace. These design solutions collectively create a dynamic, engaging environment that not only tells Kiewit’s story but also reinforces its commitment to a sustainable future.

Honeywell Global Headquarters LO C AT I O N

Charlotte, NC S E RV I C E S

Identity and Logo Design Experiential Graphics Wayfinding Signage Digital Integration For its new Global Workplace HQ, Honeywell set out to elevate brand engagement with cutting-edge digital integration and immersive design. The goal was to create a user-centric experience that encapsulates the breadth and impact of the Honeywell brand on the modern world, transforming the space into a powerful storytelling tool.

EXD strategically applied Honeywell’s brand standards to ensure consistency across every touchpoint. From lobby graphics and wayfinding to curated objects, custom illustrations, and glass films, each element was crafted to reinforce the brand’s narrative. The result is a seamless, client-facing environment where every detail—artwork, wall coverings, and digital displays—works in harmony to deliver an authentic, immersive experience that resonates with both employees and visitors.

H O N E Y W E L L E X P E R I E N C E C E N T E R (CXC)

At Honeywell’s new Global Workplace HQ, the goal was to elevate brand engagement with immersive digital integration, creating a usercentric experience that reflects the breadth of Honeywell’s global impact. The Customer Experience Center (CXC) offers an interactive, hands-on showcase of Honeywell’s products and technologies.

To address this, EXD led a journey mapping exercise to anticipate key visitor paths and identify touchpoints for branding, graphics, wayfinding, and immersive interactions. A standout feature is the high-tech Immersion Room, developed with a digital content partner, offering fully customizable audiovisual experiences with imagery projected across all four walls. Individual Holo Pods further enhance engagement by using holograms to demonstrate Honeywell products in action, ensuring the space resonates with target audiences while capturing the full scope of Honeywell’s brand and innovations.

Allen & Overy LO C AT I O N

San Francisco, CA S E RV I C E S

Custom Art As part of Allen & Overy’s San Francisco office renovation, the experience design team is crafting a captivating arrival moment that seamlessly connects the office to the essence of the surrounding region. The centerpiece of the reception area is a dimensional installation featuring an aerial map of San Francisco, meticulously composed of paint, steel, and laser-cut acrylic.

Developed in close collaboration with the client, this installation offers more than just aesthetics—it subtly honors the office’s Northern California roots while creating a memorable experience for visitors. This thoughtfully designed feature transforms the reception space into a unique brand touchpoint, delivering an element of surprise and delight that reinforces the firm’s presence in the local market.

Chicago Bears’ Halas Hall LO C AT I O N

Lake Forest, IL S E RV I C E S

Experiential Graphics Recognition Displays Storytelling Displays Digital Experiences Content Curation Wayfinding Signage HOK’s Experience Design (EXD) team crafted dynamic, immersive experiences at Halas Hall that resonate with the Chicago Bears’ brand of excellence, inspiring both players and staff. Every element is strategically aligned to reflect the team’s storied legacy and future ambitions. The space features interactive jersey displays that come to life with light, sound, and motion, fueling player energy and engagement throughout the facility. As the focal point, EXD designed a visually striking suspended sculpture commemorating 100 years of Bears football, celebrating key milestones and division titles. In partnership with the Bears’ archivists, EXD expertly curated an exclusive memorabilia collection, creating a seamless narrative that bridges the team’s rich history with its forward-looking aspirations. This experiential design not only honors tradition but also reinforces the Bears’ commitment to ongoing success.

HOK

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Ryan Fieldhouse and Walter Athletic Center CLIENT

Northwestern University LO C AT I O N

Evanston, IL S E RV I C E S

Experiential Graphics Donor Signage Recognition Displays Artifact Displays The transformation of Ryan Fieldhouse and Walter Athletic Center, spearheaded by EXD, merged bold design with architectural precision. Through immersive digital content, striking graphics, and interactive installations, the facility redefined the athletic experience. Notable features, such as custom backlit panels and tailored lighting, created a functional yet inspiring environment for over 500 student-athletes, fostering pride and unity while exemplifying Northwestern’s commitment to excellence. Additional elements, such as multimedia walls and engaging storytelling installations, further enhanced the space, creating an atmosphere that motivates athletes and attracts future recruits.

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AstraZeneca LO C AT I O N

San Francisco, CA S E RV I C E S

Experiential Graphics Film on Glass Wayfinding Signage HOK’s Experience Design Group (EXD) delivered a visually engaging and functional environment that seamlessly blended design and purpose. Drawing inspiration from the Bay Area biome and AstraZeneca’s global ecosystem, EXD crafted immersive graphics aligned with the theme of “Science on Display.” Bespoke glass film elements added sophistication and transparency, creating a connection between labs, offices, and public spaces.

The thoughtfully designed wayfinding system ensured effortless navigation across the 105,000-square-foot site. Combining clean typography with vibrant, science-inspired visuals, it reinforced brand identity while enhancing user experience. Together, these elements created a cohesive, innovative space that reflects AstraZeneca’s dedication to collaboration and excellence.

Tanana Chiefs Chief Andrew Isaac Hospital LO C AT I O N

Fairbanks, AK S E RV I C E S

Wayfinding Signage Experiential Graphics EXD partnered with the Tanana Chiefs Conference (TCC) Cultural Committee to enhance cultural engagement in the expansion building for oncology and urgent care services. EXD developed a design concept highlighting the community’s healing traditions with medicinal plants, incorporating extensive botanical research provided by TCC. Collaborating closely with the interiors team, EXD crafted a series of hand-rendered graphics, each representing a unique medicinal plant for different departments. To maintain cohesive wayfinding across both buildings, the design integrated department plant icons and introduced a “blueberry blue” accent on all interior signage, reinforcing TCC’s cultural heritage within a functional and visually engaging environment.

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Salt Lake City International Airport LO C AT I O N

Salt Lake City, UT S E RV I C E S

Wayfinding Signage Naming and Numbering System HOK’s Experience Design (EXD) group partnered with Salt Lake City International Airport to create an intuitive wayfinding system for the first entirely new U.S. airport of the 21st century.

Designed to enhance traveler experience, the system integrates seamlessly with the airport’s architecture, art, and brand identity, ensuring clear, easy navigation across terminals, concourses, parking, and utility areas.

The scalable design balances premium materials for public spaces with cost-efficient solutions for operational zones, providing flexibility for future upgrades. Delivered on time and within budget, the phased installation minimized disruptions, establishing a repeatable, efficient wayfinding standard for use in airports nationwide.

Portland International Airport LO C AT I O N

Portland, OR S E RV I C E S

Wayfinding Signage Masterplanning EXD developed a comprehensive signage master plan for Portland International Airport (PDX) to ensure a seamless and unified wayfinding system across terminals, concourses, and touchpoints.

This long-term strategy addressed the phased integration of signage throughout ongoing construction while setting new design standards for a modern, accessible, and interactive wayfinding experience. The plan emphasized functionality, flexibility, and inclusivity, ensuring clear navigation for all travelers, including aging populations, while aligning with future airport technologies.

Designed with an eye toward sustainability and efficiency, the signage standards balanced aesthetics with practicality, incorporating modular elements for easy updates and maintenance.

The strategy not only ensures seamless navigation but also reinforces the PDX brand, leaving travelers with a positive, memorable experience that reflects the airport’s dedication to innovation, accessibility, and exceptional service.

As PDX undertook several large capital projects, EXD crafted comprehensive Signage Design Standards to guide a cohesive, long-term wayfinding strategy.

These standards address the removal, relocation, and integration of both new and temporary signage, emphasizing interactivity, flexibility, and modularity while incorporating the latest emerging technologies.

Uninterrupted Performance S E RV I C E S

Logo Design Brand Design Brand Standards and Applications HOK’s Experience Design group (EXD) partnered with Uninterrupted Performance (UIP) to elevate the group’s brand and logo, aligning their visual identity with UIP’s innovative training philosophy. Our team also developed comprehensive guidelines and templates for print, digital and physical applications, ensuring consistency across all platforms.

The logo was reimagined into a sleek, modern mark that embodies the forward-thinking vision of Uninterrupted Performance. EXD also refreshed the UIP website and Instagram to align with the new brand standards, incorporating the latest infographic templates for enhanced engagemen The updated brand has been successfully activated in key locations, including the United Center Atrium and the Chicago White Sox Training Room.

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