Oatmeal. That’s what a key stakeholder brought to an engagement session when asked what object best represented the brand as a whole. Why? Because like Carter’s—and its renowned white onesie that every child wears as they leave the hospital—it’s a universal staple.
With that key insight, we went to work to create a neutral palette that played well with Carter’s and Osh Kosh disparate brand colors. It had to be a living space where patterns and fabric could easily be stored, cut, and considered as designers looked for the next outfit that would inspire a whole new generation of kids’ clothing.
And speaking of inspiring designers. The space also had to serve as a recruiting tool for top talent looking to make their mark. With spaces that mimic a home and family lifestyle, it’s easy to see “birth to the bus stop” opportunity.
Rallying 1,200 employees together is much easier with spaces that connect the brand to its brand ambassadors. To build that special sense of place, the C suite and reception area live between the two brands—right in the middle of a high rise stack.
Further, executives’ offices may be enclosed, but they project a sense of total openness. Completely transparent, they are an extension of the overall concept that bring in warm and welcoming elements with a “touch of industrial” just underneath the surface.