Environmental Design
Corporate Identity

The powerful effect of environmental cues on the morale and orientation of personnel became apparent when the expansion of activities of the Golden Web Foundation in Cambridge required a move from their traditional Georgian headquarters to modern open plan offices in one of Cambridge’s new business and research parks. The traditional focus of the foundation, which had been reinforced by the architecture of the previous location, became subtly eroded by the contradictory environmental cues of the new corporate surroundings. A surprisingly effective solution was found in the replacement of a particularly disturbing and chaotic postmodern design motif at the entrance to the work space with traditional patterns representing different cultures.

Silkscreened fabric was used to diffuse the harsh light of the original design and laser cut patterns were applied to the remaining glass panels. The change in ambience was immediate, dramatic and positive.