LinkedIn Middlefield Campus
Mountain View, CA
CLIENT:
PROJECT:
INDUSTRY:
LOCATION:
YEAR:
LinkedIn
Middlefield Campus
Social Media
Mountain View, CA
2022
Environmental Branding
Motion Design
Character Animation
Graphic Design
Experience Design
Studio
Downstream - Portland
VISION STATEMENT
Create a shared vision for the program and visitor experience with global LinkedIn Executive Briefing Centers. Influence in-progress centers and build an experimental playbook of interactions and considerations for future locations.
Project Overview
Digital Touch Points
The Welcome Wall
The Welcome Wall is the initial brand experience as guests arrive.
Using the “in” bug as our welcoming physical and digital statement, immediately portrays “Linked in” in a familiar and approachable light.
The wall can shift through various modes to show relevant content from personalized welcome messaging to curated visuals or brand signage.
TOUCH POINTS:
Ambient Mode: Welcome
WELCOME WALL:
Logo animation with generic “welcome” message.
WELCOME WALL:
Ambient Mode: Industry Focus
Utilizing the brand illustrations and creating individual vignettes that interact with brand mark offer a fun and interesting way to depict modern workplaces and the human interactions taking place.
WELCOME WALL:
BRAND ILLUSTRATIONS
These illustrations bring to life the world of work in it’s vibrant diversity, both on a macro and micro scale.
Utilizing the existing library of vibrant and diverse characters we can highlight industries in the context of the LinkedIn Brand.
Consumer Packaged Goods
INDUSTRY FOCUS:
Education
INDUSTRY FOCUS:
Financial
INDUSTRY FOCUS:
Healthcare
INDUSTRY FOCUS:
Manufacturing
INDUSTRY FOCUS:
Technology
INDUSTRY FOCUS:
Challenges
The difficult part of the project was trying to utilize assets that were not designed to be animated, a situation that I would find myself in many more times in the future, and trying to understand the legibility of content in the context of the installation. The Welcome Wall for example was obstructed by wood slats by design and finding a how content should be created with the knowledge that most people are not going to notice it was a challenge. The solution was to use that portion of the Welcome Wall to be supportive of the frame drawing attention to the center with hints of motion.
Lessons
Having lots of assets for a design doesn’t always make things easier. The artwork for the concept was not designed to be animated and so there was lots of prep involved in animating characters. Taking a step back and looking at all the artwork together made me see that in order to take full advantage of the assets, we needed to use as many as possible in order for it to feel like a high production value.