Creating immersive experiences through experiential branding and wayfinding

By Paul Orban and Tim Smith. The needs of those who work and learn in institutions of higher education require environments that reflect their preferences and culture more than ever before. That’s why experiential branding and wayfinding have become integral parts of an institution’s architectural expression. While the brand—the story of who you are and why you exist as an institution— builds distinction (beyond curriculum choices) in the marketplace, wayfinding serves to direct, inform and inspire. More...