- Visual Communications
Based on the concept that the missing element in the Periodic Table is the human element, Mayer/Reed used images from Dow’s “Human Element” marketing campaign to amplify Dow’s brand and improve the cultural dynamic for 1,500 employees at one of their largest facilities.
Employees and visitors are welcomed by bold imagery as they enter the main lobby. Conference room window walls are wrapped with translucent photomontage murals from the Human Element campaign. Continuing the theme throughout the building, the wayfinding plan is based on color and image codification. Corridors on each floor contain a linear backlit display of photographic images, ranging warm to cool in coloration. Warm imagery leads to the south work areas and cool imagery leads to the north work areas. Photographic images associated with the science and technologies of each department create wayfinding landmarks and are integrated into directional, room and workstation signs.