Beyond signage and wayfinding, effective industrial property branding extends to a holistic consideration of the user-experience at any location. Industrial estates are now being more thoughtfully designed, featuring elements like the creation of gardens, eating and leisure areas and fitness facilities in addition to signage. The current market of industrial property branding demands that industrial enterprises consider unified and creative ways of integrating their brand throughout the entire property through design and architectural outcomes, as opposed to simply placing a sign out the front of the site.
The creation of a holistic design framework that responds to the developer’s brand DNA and vision sets the direction for the future and ensures long-term viability of a site. With a brand-led mindset, the developer can best identify opportunities for asset improvement that are linked to values such as sustainability and efficiency, community engagement, localisation, user experience and creating a sense of place.