Creating an authentic and engaging space can be a challenge, but it’s important for attracting and retaining your customers. Recently, Rogue Penguin and our partner Intuitive Media had the opportunity to work with Academy Canada and Eastern Academy on their new recruitment space in the Village Mall. This project allowed us to apply their established brand to a fresh environment, focusing not just on aesthetics, but on the overall experience for visitors. Let's have a look at the key steps we followed to transform their location into an immersive experience that resonates with potential students.
Defining The Academy Canada Brand Story
We began by clearly articulating Academy Canada's core values, mission, and unique selling proposition. This narrative guided all our design decisions. Academy Canada's focus on education, personal goals, and future opportunities became the foundation of our design strategy. A large mural, by talented local artist Sarah O'Rourke-Whelan, featuring people and their potential futures immediately captures the attention of passersby, drawing them into the space to learn more.
Incorporate Sensory Elements
Once a prospective student walks into the space they need to feel relaxed with multiple points of interest to engage curiosity. We make that happen with the atmosphere and furnishings; designed to engage multiple senses and create a memorable experience.
Visual: Brand colours, artwork, and eye-catching displays.
Auditory: A playlist which matches Academy Canada’s personality.
Tactile: Encourage possible students to touch and interact with products.
Like the massive mural outside, we wanted to bring the feeling of “potential” inside the space. This included brand colours of course, but also a lending library, audio/visual displays, and the friendly faces of staff. Comfortable couches encourage students to sit and grab a brochure, engage in conversation about their future with Academy Canada, or interact with displays to apply for classes.
Create Social Media-Worthy Moments
Another reason to make a big eye-catching statement with a mural, for example, is to ensure the space photographs well, to encourage social media sharing. Layout, fixtures, flooring, furniture, and decor communicate your brand's style and story. Make sure no matter where you snap a photo it looks interesting and inviting, so clients, customers, or in Academy Canada’s case, students, will feel inclined to share their experience.
Showcase Local Connections
Local elements should be included in your space’s design! Incorporating elements that reflect your town, city, or province will create a sense of community and authenticity and an instant connection.
Create Flexible Spaces
One of the biggest considerations for Academy Canada was making sure the large central area could be used for multiple purposes from recruitment to training sessions. By having a flex space it means you can create various kinds of experiences for your clients. This will vary from brand to brand and how to attract clients.
Integrate Technology Seamlessly
Making sure the potential students of Academy Canada could easily get information, both physically or digitally, was key to making sure the barrier to entry was minimal; especially for younger students who would want to get all their information on their phone. Integrating digital displays for learning sessions also makes it easy for staff to set up and attract students.For other brands, integrating technology could look like augmented reality, interactive touch displays, or even something as simple as touch-pay technology.
Train Staff to Embody the Brand
While your space setup, brand integration, and all the other bells and whistles are essential, it can all break down without an ambassador. With Academy Canada we needed someone who was approachable, kind, and knowledgeable, who students of all personalities felt comfortable approaching with questions. All brands need to ensure their employees understand, and can articulate, the brand's story, creating a cohesive experience from space to service.
All of this is ultimately about a memorable experience which keeps people showing up, interested, and talking about their experience with your brand and the space created to showcase it. Do this right and your audiences will market your brand for you.
Need Help?
If you're looking to elevate your brand's physical presence, we'd be happy to discuss how these principles can be applied to your unique situation. Let's work together to make your brand space as effective and engaging as possible.
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