Wall Mural Project at BC Tech Association

To run a successful company we need to differentiate ourselves in the market, by communicating a clear brand identity that separates us from the competition in the eyes of our clients, and even our own staff.

We have tools at our disposal to actively communicate company values and direction through marketing and communications campaigns. Every interaction is a chance to make an impression.

Yet the truth is we cannot always be there to fully explain these attributes, active campaigning takes a constant input of resources and engagement. Resources are not infinite especially at the startup stage, where there is tension between proving ourselves with revenue we do not yet have, and committing capital that will eat into those earnings when generated.

Still even the most successful companies in the world have the strongest branding, and benefit from the public’s perception of them.

It is said that our brand is what people say about us when we are not in the room.

So that room must be viewed as one of the most crucial opportunities to speak for ourselves that cannot be missed out on or miscommunicated.

When clients, competitors, visitors, or staff are in our space, we need to be able to clearly display our company vision to them. We need to own our image in the workspace because it is completely under our control and that says everything about us and what can be expected from us.

Clients and staff, their people and ours understand this, and naturally link us to what our space says about our company.

Our office environment represents us to anyone that walks through the doors. This is a prime opportunity to communicate that we must take seriously and invest wisely in, if we want what people are seeing from us, to match what we are saying about our values and vision.

Pictured throughout is a project Lifelightlens Photography did for the BC Tech Association. The wall mural product can be accessed through our partnership with Heritage Office Furnishings in Vancouver Canada. The client is a Tech Incubator that stimulates the growth of cutting edge startup companies, by providing funding, advisory, and a space to grow within until mature.

We selected an image in consultation with the board of directors and events and planning manager, and then printed it as a vinyl photographic wall mural which was designed to communicate the core values of the association.

“Phenomenal is not found in the familiar, it is discovered by venturing into the unknown”

This says everything about what the association is trying to communicate to investors looking to help grow promising companies, and the innovators themselves who explore the edge of what is known, to discover the ideas that are beyond that understanding.

This is a perfect example of the use of large format imagery as office decor, to passively communicate our core values and organizational vision to anyone who enters our workspace.

Our space is an opportunity to deliberately curate an office environment that visually communicates our brand identity. By investing wisely in its ability to communicate passively and make decisive impressions, we can make sure we own our image, and visitors see the big picture even when we are not in the room to explain it to them.

Thanks for taking the time to read this,

Damon Fraietta, Lifelightlens