Branded Environment Design

I was propelled into design by the possibility of working in a dynamic industry that creates opportunities to improve people's lives. I began studying design and became fascinated by the concept of design thinking – harnessing the potential of the way designers solve complex problems.

Around that same time, I was also interested in mobile phone camera photography. In 2003, I decided to stage the first mobile phone camera exhibition in the world, Capture. The event connected with 300 artists, photographers and casual phone users, many of whom would previously not have seen themselves as photographers, attracting interest from all different parts of the community. This was a tremendously fulfilling experience and I personally gained so much from the event.

Capture made me realise that a natural fit for my experience was the area of branded environment design: how brands use structured experiences to develop relationships with their customers through such means as product launches, one-off events and pop-up retail. I started working at global brand consultancy Landor not long thereafter and recognised I'd found my calling.

I see branded environment design as being about any physical experience where customers, or potential customers, are given the opportunity to interact with a brand.

Customer-centred design is an interesting, emerging movement. It seems logical, but for years branded environment designers have not been focusing on the end user. A lot of my work with e-2 centres on the customer – that is, trying to understand what drives people to behave in a certain way in a certain space and how interacting with a business could make their lives easier.

One of e-2's crafted experiences is the Virgin Mobile flagship store, which provided customers with positive associations. The design encourages customers to linger in the store and to use equipment, transforming the customer experience beyond limited product displays and purchase points.

Overall, the work I admire represents a wider movement within design, that of working with users to provide fundamental tools and services to improve quality of life, from sustainability to pleasure, and I see many opportunities to do so in the future.

I have had a lifelong passion for drawing and creating things. There is something very special about seeing your visions become reality, something tangible and beautiful.

What drives me most within design is a will to solve problems and to make things better – I am a strong believer that design really can change the world. I also really like accomplishing great things together with others when working in a team.

Branded Environment designers work in the field between communication design and the built environment. There is a lot to explore in this area. Developments in technology have brought new forms of interactivity and made experiential design even more interesting.

Currently I am designing an interactive bar called Antidisestablishment, which has a concept based around information graphics and sustainability.

I believe that all the small choices you make every day make a big difference in the end. Designers have a big responsibility when it comes to choosing and developing sustainable methods of production. Sourcemap is a fantastic concept that tells you where things really come from (www. sourcemap.com). You can find out the carbon footprint of your Mac or your IKEA bed! Any design that promotes a more sustainable mindset is taking us forward.

Design has engulfed my last decade, but how I got here in the first place is a strange tale involving two prior careers at polar ends of the creative spectrum. Looking back, I wouldn't have changed those experiences and I strongly believe in promoting diversity within the design community. Bringing in people with different experiences and perspectives only strengthens the industry as a whole, the work we produce and the impact we have on society.

The first time I walked into a design studio, I had a great feeling about the place, the people and what they did – I was a little hooked after that. I had no idea what I was getting myself into but to this day, I am reminded often of that first-day experience.

Ultimately I think I am passionate about design as it really is the vocation in which people create things that allow humans to experience various emotions. Whether that is a product that changes how we live our lives or whether it's a brand that people can associate with, the diversity in design and ideas in general inspires me.

Sorry to jump on the bandwagon, but I can't think of another company, product or design that actions ideas innovatively more than them. To me, Apple embodies the spirit of producing something that everyone else thinks they can replicate but seldom do.

From a studio owner's perspective, there is always a balance between creating an inspiring workplace and providing services that our clients want and pay for. Whilst these two elements may appear to be in conflict, I believe they must be complementary for the success of any project (and as a consequence, the sustainability of the agency). The challenge is to ensure that everyone within the agency feels energised on a daily basis.

Every client we have worked for over the last 4 to 5 years within branded environments (and in particular, commercial interiors) has experienced the positive impact on their business of the design of a new space. For some of our clients, one of the most interesting byproducts of projects of this nature has been an improvement in staff retention. Besides the calculable savings in overheads, which are evident in many of these projects, a lot of the benefits tend to be immeasurable and/or not shared between organisations.

I can only confirm that this area is growing in importance and priority given by medium to large corporates, and as companies find it harder and harder each year to recruit and retain staff, I don't see this area of design slowing down in a hurry.