Spread over 50 countries and with almost 15000 employees across a multitude of departments such as R&D, biochemistry, marketing, accounts etc. Glenmark is not only a geographically, but also a professionally diverse organisation.
Glenmark Mumbai, houses their research center, head office, a dedicated space for their team handling oversees businesses and GLS (Glenmark Life Sciences). Pineapple understood the difference in mindsets of each of the audiences and took up the task of creating ambiance branding that would tie the strings and connect the dots between people and their professions.
Scientists working on projects pour years into a single goal with the ever present possibility that it may lead to nothing. Creating an environment which reinforced these pressures would definitely be a no go. In fact, even having communications that reinforced their goals would be pressurising especially in a social space like a cafeteria. Instead, the cafeteria was branded with the intention of giving them a mental break from their intensive work, yet maintain a relatability to their core professional life.
The coining of ‘Food Lab’, use of specific colours merging with each other and specifically chosen short jokes relating to scientists were adopted. Not taking the audience away from who they are but creating a positive emotion while reinforcing their professional identity was the idea behind the branding.
Laughter is the best medicine and that cannot be further emphasised at an R&D center of a pharmaceutical company. Pineapple created ‘tongue-in-cheek’ one liners leading to a light hearted series of wall decals that acted as a separator for the cafe walls. The imagery was maintained for easy relatability towards the specific audience.
Specific phrases, visuals and jokes appealing to scientists were used throughout. It became an instant hit amongst the staff, providing the much needed comic relief from their stressful work schedule, specially over a quick bite.
Resources that are in charge of oversees business needed to be reminded regularly about their role in shaping the company beyond geographical boundaries. Instead of taking them away from this fact, applauding them for their efforts was the approach adopted.
The phrases ‘let’s lead’, ‘enriching lives globally’ were permeated throughout the branding to reinforce their purpose.
Pineapple energised the compact office space with light yet powerful wall graphics connecting directly with the core team
Since the space was compact and there wasn’t scope for doing anything elaborate as a center-piece, Pineapple took a decentralised approach of treating walls as a continuous canvas with a simple lines & dots driven artwork, that flowed seamlessly between walls.
Highly powerful, yet compact messaging helped keep spirits up. The design gave ample of opportunity to effectively utilise the corners of the walls thereby maximising the impact of communication.
Pineapple made sure that all cabins, meeting rooms, waiting lounges etc. carried a seamless flow of the visual and messaging thereby leaving the viewer with a consistent communication. While plotter cut vinyl was used to carefully execute the intricate designs on the walls, translucent films were used to provide a necessary visual barrier on glass walls.
Being a truly global company, the main cafeteria did not talk about what the company is. Rather than reminding the story and values of the company, projecting those associations with related visuals and communications is what was given priority. By talking about healthy eating through global food cultures, factoids and snippets, the branding was consistent with the space and the audience.
Most importantly, it showed the truly global nature of the company not just in terms of their businesses but also their thinking and mindset in internalising a global thinking in the smallest aspects of everyday life.
from China to America, Asia to Europe, the small but significant insights add to the healthy canteen vibes
The meeting rooms were kept minimal in both design and communications. The focus of activity in this space should always be the discussion rather than anything else.
Thought provoking ideas like the Fibonacci sequence were illustrated to keep the mind active and kick start the analytical side to bring out the best in their conversations.
each space was consciously created to reflect the objective and subjective associations felt through its particular use case
