Case Studies

UNICEF Headquarters’ Redesigned Lobby Space Proves First Impressions Are Everything

In the spring of 2013, UNICEF completed a renovation of its New York Headquarters lobby with a bold and inspiring new look. Happy, healthy children are the basis of UNICEF’s mission, and the emotive force behind the imagery on the lobby’s walls. Upon entering the building, an image of a smiling young African girl, carrying a baby on her back greets UNICEF staff and visitors with her welcoming glance. One senior executive stated ‘Who wouldn’t want to be welcomed to work this way every day?’ And on the opposite side of the lobby, an image of children holding hands in a circle for a schoolyard game inspired UNICEF staff members, who said that this image made them feel like they were part of the circle. And it’s true, when you enter the lobby you connect with the children in the photos and with the mission of the Organization.

© UNICEF 2014, For limited use by Visual Magnetics Limited Partnership, Mendon Massachusetts

The Brand Management Team saw the renovation as an opportunity to redesign the existing lobby to make it an uplifting and inspiring space that represents the UNICEF Brand. Instead of a piecemeal approach to fulfilling needs for signage, Michelle Siegel, Chief of the Brand Management Section, proposed a comprehensive approach to the graphics for the lobby. The goal was to design a holistic visual experience that would create a strong emotional bond between visitors and the organization, and inspire visitors to make a difference in children’s lives.

The design that was envisioned was based on UNICEF’s brand style characteristics — simple, optimistic, bold and contemporary — and featured large-scale images from UNICEF’s photography collection of children around the world.

© UNICEF 2014, For limited use by Visual Magnetics Limited Partnership, Mendon Massachusetts

Michelle worked in partnership with Douglas Tait, Brand consultant (TaitDesign®), to develop the design vision and execute the project. Numerous photos were considered according to how well the image represented UNICEF’s values of equity and inclusivity. Once the design vision was approved by the Organization’s executive leadership, the challenge became how to implement the vision. Normally, such large format images are used for building exteriors, but this was a project for an interior space. The materials employed had to meet high levels of aesthetic, functional and safety criteria, e.g. the material had to be of high-quality print resolution, and able to be viewed up-close and at a distance. The materials also had to be enduring, lightweight, and meet New York City building codes. During the materials selection phase, Douglas recommended a magnetic receptive system made by Visual Magnetics. Several options, including fabrics and vinyl, were considered, but the Visual Magnetics solution had a higher quality look and feel that brought the vision of bold, large-scale graphics to life. Additionally, the Visual Magnetics solution proved to be the highest quality for the cost. This innovative technology had other advantages as well, such as its ease of installation and the possibility to change the images without later reconstruction of the wall.
                             
The combination of vision and commitment to excellence in execution helped UNICEF achieve success with their ambitious concept. “Our choice of Visual Magnetics material allowed us to create huge murals that showcased UNICEF’s photography. The concept was big, environmental and impressive,” said Michelle. “Now that it’s finished, the graphics transform a visitor’s experience of the organization and absolutely convey UNICEF’s brand. The images feel as though they were always meant to be there. Spaces are becoming an identifiable part of an Organization’s character and so we need to start looking at them as a flexible and changeable extension of the organization itself. More organizations need to leverage their wall spaces to give visitors and employees the full, three hundred and sixty- degree experience of their mission from the moment they walk in the door, to the moment they leave again. You want to make an impression on people every chance you get.”