HLW Introduces brandx

brandx is HLW's newly launched brand experience specialty sector

(Image courtesy brandx; Photo credit Anton Grassl)

brandx, a global team specializing in wayfinding strategies, signage systems, and brand experiences, is pleased to announce its official launch as a specialty partner of international architecture and design firm HLW.

According to the company, brandx creates connections that redefine how users safely and efficiently interact with brands, as well as their physical surroundings.

“The way we use language to navigate our world is always changing, and the standard for today’s interiors requires more than just wayfinding,” says Managing Partner Susan Boyle. “The clever and dynamic brandx team pushes the boundaries of signage as we know it, bringing a universal, approachable, and functionally driven method to the way we move within and interact with space. Their work aids organizations in engaging stakeholders and meeting goals with the same degree of professionalism and passion that our clients have come to expect from HLW for more than 135 years.”

Led by Global Director Chanel Dehond, HLW’s “brandxperts” come from varied professional backgrounds, which the company says brings a unique depth of insight to the design of collateral that communicates logistical information clearly while navigating cultural conversations around identity and ability with respect. 

brandx often works in conjunction with the architects and designers at HLW — alongside the firm’s four other specialty business partners — to supplement projects.

“We engage with our clients directly throughout the process,” explains Dehond. “A great example would be one of our most recent projects, Subway’s Headquarters in Miami. We created a graphics package that does fun and colorful in a high-end way, elevating the workplace and immersing employees and visitors into Subway’s iconic brand. We subdivided the headquarters into six ‘neighborhoods’ or ‘team zones’ named after different food adjectives: Fresh, Tangy, Melty, Savory, Seasoned, and Spicy. Each area features its own distinct visual identity that fits the flavor profile, so you may find yourself using the Bacon meeting room in the Savory neighborhood.”


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Marie Fennema

Marie Fennema is the managing editor of GRAPHICS PRO, including GRAPHICS PRO Today, covering news and guidance in apparel decoration, awards and engraving, and sign and digital printing.

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