Benjamin Seldin 10/25/24 Benjamin Seldin 10/25/24

Worth the Commute

While not all offices can entice employees back with views into Fenway Park, they can use design to encourage the commute. We’d love to help.

The Boston Business Journal ran an article about the grand opening of CarGurus’ impressive new office in downtown Boston. It explains how the company’s employees worked all week in the office before the pandemic, but are now on a hybrid schedule. The company spared no expense at making employees’ office days in its new spot worth their while - “we want to earn people's commute,” said its manager of facilities. This inspired perks like two top-floor roof decks with views into Fenway Park and the Charles River, wellness rooms, snack and coffee-stocked kitchens on every floor, and a daily $15 food stipend.

Most companies cannot provide new Class A space and Google-like perks, so what can they do? At Outerface, we’ve learned how office branding and design can positively affect employee satisfaction. Even small environmental graphic touches - with employees’ needs in mind - create an atmosphere that encourages pride, loyalty, and comfort.

While not all offices can entice employees back with views into Fenway Park, they can use design to encourage the commute. We’d love to help.

Benjamin Seldin 9/30/24 Benjamin Seldin 9/30/24

Case for Imperfection

If authenticity isn’t the most overused word in marketing, it’s certainly one of them. But that doesn’t negate its usefulness.

If authenticity isn’t the most overused word in marketing, it’s certainly one of them. But that doesn’t negate its usefulness. Authenticity represents a continually sought-after quality in consumer decisions, especially among younger generations. According to Trendhunter, “as large social media platforms prioritize filtered aesthetics and monetization, some consumers are turning to social platforms that focus on more authentic forms of P2P interaction. These platforms and forums help users share moments and opinions that are less curated and more honest.” For restaurants and hotels still focused on perfect instagram moments and over-the-top, overly curated design aesthetics, it’s time to take a cue from establishments with a more, er, authentic approach. You know the ones that have a loyal following despite their quirkiness? Or perhaps because of it. And it’s not always luck - sometimes authenticity is as considered and planned as perfection.

Benjamin Seldin 8/14/24 Benjamin Seldin 8/14/24

Outerface Six-Months In

Six short months ago, we launched Outerface in Boston, MA. Our services include brand identity, environmental/experiential graphic design, wayfinding and signage, and placemaking.

Boston skyline at night — credit: venti views

Six short months ago, we launched Outerface in Boston, MA. We had spent months researching the opportunity and years dreaming of opening our own branding and design studio. Half a year in, we’re feeling grateful. We’ve worked with a number of great clients so far, including The Boston Athletic Association (the marathon organizer), the College of the Holy Cross, Northeastern University, a Texas restaurant (which we’ll post about later), and more.

Outerface specializes in the built environment. Our services include brand identity, environmental/experiential graphic design, wayfinding and signage, and placemaking. The Society for Experiential Graphic Design is the organization known for connecting the players in this space.

As we look toward the second half of the year, we’re aiming to make new connections, and develop more case studies in brand identity, environmental/experiential graphic design, wayfinding and signage, and placemaking. We want to have our own impact on what we see as a paradigm shift in the use of space in the coming years.

Benjamin Seldin 7/8/24 Benjamin Seldin 7/8/24

Matter of Trust

Holiday Inn topped Morning Consult’s recent list of trusted travel brands.

Two red chairs on wooden deck on water. — credit: jplenio

Holiday Inn topped Morning Consult’s recent list of trusted travel brands. At a time of record low trust in America, conveying trustworthiness is an opportunity for brands to fill a void many perceive has been left by the country’s institutions. Holiday Inn built trust through its expansion (it’s in all 50 states), pioneering hotel loyalty program, and its tech forwardness. But trust goes beyond programs and tactics. It's certain Holiday Inn’s brand - from its outward messaging to its internal culture - also works to convey trust. Many brands don’t spend enough time thinking about trust since it can be nebulous. That's a missed opportunity.

Benjamin Seldin 5/21/24 Benjamin Seldin 5/21/24

A Hotel Win-Win

It’s a win-win for independent hotels to develop co-branded relationships with larger chains.

Geometric hotel corridor — credit: max vakhtbovycn

It’s a win-win for independent hotels to develop co-branded relationships with larger chains. An example is the Marriott’s Autograph Collection. In this scenario, the independent benefits from chain’s resources while maintaining its identity. For the chain, this opens growth opportunities without requiring new construction, which is especially useful in the current interest rate climate. The number of boutique hotels in the U.S. grew 14.2% per year on average between 2018 and 2023. As this trend continues, there will be many new co-branding opportunities. If you’re an independent hotel seeking to position for one of them, contact us to learn the Outerface approach.

Benjamin Seldin 3/27/24 Benjamin Seldin 3/27/24

Sleeping In

“Sleep tourism” is a hotel trend addressing a nation increasingly lacking in shut eye.

Grass and trees at dusk with a lit lamp — credit: pixabay

NPR recently ran a story about “sleep tourism,” which is a hotel trend addressing a nation increasingly lacking in shut eye. About one in three Americans are struggling with falling asleep, and Google Trends shows online searches for sleep hit a record high in 2023. To meet this growing need, "hotels have upgraded their bedding, and even adopted sleep wellness programs offering guests herbal teas, ear plugs, cushioned sleep masks and guidance.” Other examples include partnering with a sleep scientist to design the guest room, developing a pillow menu, and partnerships with bedding companies. If you’re a hotel owner, there’s more trends like this that could make you stand out, especially if you’re earlier to them than your competition. For some hotels, it may even be worth positioning the brand around a trend if it’s proven or very likely to last.

Benjamin Seldin 3/12/24 Benjamin Seldin 3/12/24

A Name Change

The “Central Business District” designation is losing its meaning.

Sign with three arrows — credit: isaque pereira

As downtowns expand beyond containing mostly corporations and into offering a variety of services and experiences, the “Central Business District” designation is losing its meaning. This presents an incredible opportunity to rename districts and better reflect their new identities and aspirations. Years ago, a Spanish neighborhood even renamed streets with these goals in mind. Naming can feel intuitive and some attempt this process internally. But it’s very challenging to do well. Outerface is here to help.