Australian design agency THERE received the prestigious MERIT Award at the global 2014 Society of Experiential Graphic Design (SEGD) Awards.
Thirty two projects were recognised from a total of 412 entries received from firms across the globe; THERE was the only Australian company honoured in the Experiential Branding category for a unique 20 metre long, heritage timeline installation at 3M Australia’s headquarters in Sydney.
The SEGD Jury panel notes: “What’s remarkable about this wall is that it’s a timeline that showcases the history of the company through the evolution of its brand. It presents 3M’s history through a coherent and timeless treatment that is subtle yet remarkable. It’s the brevity and quietness that make this solution so effective."
The $150,000, 100sqm 3M project is latest of three SEGD awards for THERE and its Directors.
Paul Taboure – Director, THERE comments that the SEGD recognition is the highest honour one can receive when working in this specialised branded experience field. He explained that the big idea came while exploring the 3M archives where they unearthed over a hundred years of iconic Minnesota Mining & Manufacturing (hence 3M) brand marks that signified important chapters in the organisation’s history.
3M's long and well documented history informed the design and content of the Heritage Wall. Images: Simon Hancock.
The Heritage Wall is only one part of THERE's redesign of 3M's 8,000sqm Australian headquarters.
The brief for the entire project entailed the creation of a compelling environmental graphics program for the Sydney headquarters. From this THERE focused on the company’s collaborative work ethos and the chain reaction of ideas that create technology innovations.
THERE went to 3M’s extensive image library for inspiration and unearthed a trove of materials that charted the development of the company from its humble origins to its current transnational status.
The exploration also uncovered a long history of graphic symbols and logos which was used by THERE as a way to identity individual departments while establishing a common visual language used across entrances, meeting rooms, laboratories, and wall graphics.
The company’s leading scientists are also the heroes in the space, says Simon Hancock, creative director. “We created more than 15 large-scale illustrative and graphically treated portraits throughout the six floors that pay homage to important innovators and scientists from 3M’s history,” he notes.
See the 2014 SEGD Global Design Awards winners’ video below:
Visit www.segd.org/awards for a full list of the award winners.
All Images: Simon Hancock.