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Secret Weapon Reported in the Corporate Branding Wars

...Rojas knows the challenge. That’s why he views a retail location like a theater production, with the star of the show being … who else? … the customer.

“What do you want the customer to feel? Youthful? Confident? Thrifty? Smart? The choices you make with color, lighting, cladding, sets the stage,” Rojas says. “You don’t need a big sign. Design is the marque.”

Provided that the marque is uniformly displayed across dozens, perhaps thousands, of retail locations, Rojas often turns to metal composite material (MCM) to maintain aesthetic integrity...

 

Read more in our feature in Architect Magazine.

Secret Weapon Reported in the Corporate Branding Wars
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