How interior and experiential design is shaping storytelling and branding in workplaces like Graphic Packaging International’s new Atlanta headquarters.
In an era of hybrid work, the office has become a powerful tool for companies to promote their brand, culture and collaborative spirit. Graphic Packaging International, a global leader in sustainable consumer packaging, recently unveiled its redesigned Atlanta headquarters that does just that—weaving the company’s story and values throughout the physical workspace.
To unpack how Graphic Packaging achieved this (and glean lessons other brands could follow), we sat down with three of the key people on the design team:
• Dan Ahern is vice president of global design and innovation at Graphic Packaging;
• Vivien Chen is a senior project interior designer at HOK’s Atlanta studio;
• Bethany Foss is an experiential designer at HOK’s Kansas City studio.
Watch the full discussion in the video below or jump down for five takeaways companies can use to infuse branding and storytelling into their workplace design.
1. Include storytelling + branding at the start of the design process
Graphic Packaging wanted its new space to showcase its innovation for employees and clients. To ensure this, HOK’s Interiors and Experience Design team collaborated early with Graphic Packing to develop a strong, unified vision for how the space would communicate its brand, personality and values.
“A big part of the project success came from bringing in our experience design team early to shape the story with us and define a strong design concept,” said Chen. “That set the stage for the branding to come through.”
A hanging art piece displays Graphic Packaging’s thousands of patents.
2. Use design tools + strategies to develop storytelling moments
All companies have a story to tell. Graphic Packaging’s story of innovation is told in the workplace through design features such as a hanging art piece that displays the company’s thousands of unique patents. To help Graphic Packaging develop its workplace storytelling, the team used tools and processes such as persona creations and journey mapping to understand how different users could experience the space.
“We went through a number of exercises to identify key moments in time to share Graphic Packaging’s stories with different audiences,” said Foss. “From those early discussions and strategies, we were able to extract a lot of wonderful storytelling elements.”
3. Design for all the senses, not just the visual
Workplace branding involves more than just visual storytelling. This multi-sensory approach helps bring a company’s story to life in a holistic and memorable way for both employees and visitors.
“It’s really about broadening the definition of a brand beyond just a logo,” said Chen. “I think of it as not just what you see, but also what you hear and smell. How you feel in the space.”
“It’s about designing for the overall experience,” added Foss. “A well-lit room, a calming paint color on the wall, a beautiful mural behind you, a fresh cup of coffee in your hand. That’s part of the overall experience.”
Feature walls reference the materials—carboard, paper, wood, metal—used to create Graphic Packaging’s innovative products.
4. Allow materials + details to refine the story
Another subtle way companies can use workplace design to tell their stories and reinforce their brand is through material selection and detail finishes. Feature walls at Graphic Packaging reference the raw materials—cardboard, paper, wood, metal—used to create the company’s innovative packaging solutions. These walls, which vary by floor, also provide wayfinding that helps orient guests and employees as they move through the workplace. Nuanced messaging like this allows people to discover something new with each visit.
“It tells the story in a subtle, yet powerful way,” said Ahern. “It’s designed for the 50th time you’re in the office, not just the first.”
A collaboration workspace (with packaging machine and interactive wall display) inside Graphic Packaging’s Experience Center.
5. Consider ways to make the storytelling interactive + collaborative
Graphic Packaging wanted its new workplace to provide an “immersive innovation experience.” One way it accomplishes this is through the Experience Center, a dedicated workshop space where clients and employees collaborate on packaging design. The Center features a retail display of the company’s commercial packaging solutions; video feed from its global production centers; a working prototype lab that allows clients to see ideas come to life; and an interactive wall showcasing the company’s history of innovation. In this way, the people using the Center also become part of the storytelling and branding.
Other companies wishing to promote branding in the workplace should consider how collaborative spaces can provide real-time storytelling among employees, clients and partners.
“What I think is telling about the Experience Center is that when you walk into the room, it’s often difficult to tell who works for Graphic Packaging and who is the customer,” said Ahern. “Everyone is comfortable in the space. It’s so welcoming and allows for really good collaboration, both internally and with our customers.”
Up Next…
By weaving these five strategies into their new headquarters, Graphic Packaging created a workplace that powerfully communicates its brand identity and values. As companies continue to navigate the evolving role of the office, storytelling and branding in the workplace can be a strategic differentiator—helping to attract talent, connect with clients, strengthen corporate culture and deliver a memorable experience for all who enter.
Want to know more about incorporating branding and storytelling into workplace design? Bethany and Vivien would be glad to chat.