How to achieve true sustainability through commercial success. Workplace branding case studies HSBC (worldwide) and Integral Business Center (Russia)

1. - Achieving True Sustainability through
Commercial Success
- A brand consultant’s view on the World Green Building
Council’s report – The Business Case for Green Building
Creating the
‘Delight’ Factor
May 2013

2. Some workplace destination brands:
Бизнес-центр_фойе
Вход в кафе
SCG LondonSCG London

3. Creating the ‘Delight’ FactorCreating the ‘Delight’ Factor
Engaging hearts and mindscorporate values and inspiring themes
Sustainability definitions
WGBC report ‘the green professionals’ view
Creating ‘Delight’
First choice perception - office branding

4. Sustainability definitions: ‘the three pillars’Sustainability definitions: ‘the three pillars’
‘the balancing act’
Sustainability
Social
EconomicEnvironment

5. …cost and benefits for
developers, investors and
occupants
Green building makes good
business sense…
World Green Building Council ReportWorld Green Building Council Report
EXECUTIVESUMMARY

6. The Business Case for Green BuildingThe Business Case for Green Building
Design and construction cost
Asset value
Operating cost
Workplace Productivity and Health
Risk mitigation
Scaling up from green buildings to green cities
EXECUTIVESUMMARY

7. The Business Case for Green BuildingThe Business Case for Green Building
Design and construction cost
Asset value
Operating cost
Workplace Productivity and Health
Risk mitigation
Scaling up from green buildings to green cities
EXECUTIVESUMMARY

8. Where is the consumer?Where is the consumer?
DEVELOPER
Why would I want
to build this green building?
TENANT
Why would I want
to lease this green building?
OWNER
Why would I want
to own this green building?
slower
depreciation
rapid return
on investment
corporate image
and prestige value
lower operating
costs
lower refurbishment
costs
lower maintenance
costs
increased
productivity
health and
well-being
reduced
downtime
lower
transaction
fees
compliance with
legislation and
CSR requirements
ability to
secure
lower design and
construction costs
higher sales
price
increased market
value
increased occupancy
rates
reduced vacancies
quicker sales
lower exit
yield
EXECUTIVESUMMARY
EXECUTIVESUMMARY

9. Physical and emotional functions
Vitruvius - Roman architect
De architectura
Enjoyment
and beauty
‘Firmness’ ‘Commodity’ ‘Delight’
Utility and
function
Strength and
stability
3 Qualities of Architecture
What is good architecture?What is good architecture?

10. Physical and emotional functions
Vitruvius - Roman architect
De architectura
Enjoyment
and beauty
‘Firmness’ ‘Commodity’ ‘Delight’
Utility and
function
Strength and
stability
3 Qualities of Architecture
What is good architecture?What is good architecture?

11. Creating Delight-a first-choice perceptionCreating Delight-a first-choice perception
ENVIRONMENT - green metrics
ECONOMIC - developer criteria
SOCIAL - workplace changes
‘THE BALANCING ACT’
Sustainability
Social
EconomicEnvironment

12. Assessments and certifications measure:
Environmental impact
Energy use
Carbon neutrality
Sustainable materials
Products
Systems
Waste
Water self-sufficiency
Operational costs
Ecology
Pollution
Transport…...
Environment - Green metricsEnvironment - Green metrics
‘THE BALANCING ACT’
Sustainability
Social
EconomicEnvironment

13. Assessments and certifications measure:
Environmental impact
Energy use
Carbon neutrality
Sustainable materials
Products
Systems
Waste
Water self-sufficiency
Operational costs
Ecology
Pollution
Transport…...
Environment - Green metricsEnvironment - Green metrics
‘THE BALANCING ACT’
Sustainability
Social
EconomicEnvironment
happiness and
wellbeing
Challenge - metrics for
‘happiness’ and wellbeing?

14. Developer criteria – ROI!
EconomicEconomic
Anticipating commercial market
supply/demand
Market dynamics – occupants…
location… user density… adaptability
Design/construction/management/
operational costs
Build… convert… refurbish
Future-proofing… fit for purpose…
loose fit
‘THE BALANCING ACT’
Sustainability
Social
EconomicEnvironment

15. Developer criteria – ROI!
EconomicEconomic
Anticipating commercial market
supply/demand
Market dynamics – occupants…
location… user density… adaptability
Design/construction/management/
operational costs
Build… convert… refurbish
Future-proofing… fit for purpose…
loose fit
‘THE BALANCING ACT’
Sustainability
Social
EconomicEnvironment
Challenge - consumer-centric?

16. ‘Workplace’ – concept changes
Where people want to be
SocialSocial
New occupiers… new values…
New demands… new locations…
Younger, quicker, cooler, faster
White-collar factories Creative hubs

17. - Achieving community engagement
- Attracting and retaining the best people…
‘Workplace’ – concept changes
Where people want to be
SocialSocial
New occupiers… new values…
New demands… new locations…
Younger, quicker, cooler, faster
White-collar factories Creative hubs
Challenge - ‘The war for talent’

18. The Consumer - Driven office
SocialSocial
A new office consumer… TMT sector
New occupiers… young millenials
‘Studios’ not offices
Blurring of work and play work is life…life is work
- Want funky locations…place that has buzz…
squares, parks, restaurants, retail, hang-outs
- Want authenticity…character…history
- Want facilities…cycles and showers…
- Want ‘value’ – flexible space, contract options,
lower ‘different’ specifications

19. Offices are a consumer – not investor – product
SocialSocial
Fit for purpose – emotional and physical
needs…
Consumer not investor-led
Developer challenge: providing
adaptability, exit strategies, diversity,
plugins to shells
Offices that encourage connectivity
and interaction
‘Space hacking’
Virtual and physical interactions

20. Office Branding – image and reputation
Creating ‘Delight’Creating ‘Delight’
What it says about the tenants and employees
Their real estate and environments express
their values…
What it says about them…
Defines your business character and profile

21. What is your added-value proposition?
Office BrandingOffice Branding
The vital touchpoint for visitors and staff!
The brand experience that creates and reflects the
internal brand culture of the company
Does it engage... inspire… motivate… facilitate
and encourage best performance and efficiency?

22. Two case studies
Worldwide offices Moscow business centre
Corporate
values
Inspiring
themes
Engaging Hearts and MindsEngaging Hearts and Minds

23. Global network 760 offices in 81 countries
and territories.
Challenge - to use work environments to
communicate the group values to create a global
integrated culture.
- To create design standards that could reflect and
adapt to the local culture and mindsets
- To be easily implemented and cost effective
HSBCHSBC

24. Global head office/workplace strategy
Open
Connected
Dependable
Organisation
Attributes
Internal
Communications
Marketing
Recruitment
Corporate
Sustainability
Customer
Relationship
HSBC Workplace GraphicsHSBC Workplace Graphics
Employee
Engagement
Performance
Management

25. Guidelines to Engage and InspireGuidelines to Engage and Inspire

28. Integral - Business CentreIntegral - Business Centre
“Where people and technology come
together”

29. Scientific facts and imagery...
Contemporary...Innovative...Connectivity
Integral - Brand inspirationIntegral - Brand inspiration

30. Integral - Brand signatures... imageryIntegral - Brand signatures... imagery

33. Rational
“Operational advantage”
- Cost and Time effective
- Flexible... Adaptable
- “Green Metrics”
Emotional
“Brand equity”
- Image and Reputation
enhancement
- Engaging and Inspiring
Winning hearts and Minds=
“Real Sustainability = Real Branding”
Creating places where you want to be!
Creating Delight Added ValuesCreating Delight Added Values

34. Thank you!
SCG London
8 Plato Place
72-74 St Dionis Road
London
SW6 4TU
+44 (0) 20 7371 7522
a different
kind of
brand design
consultancy.