Building Architecture- Large Scale (>10,000 sf)

Project Narrative

HORAN has been a trusted partner and advisor in employee benefits consulting, wealth management, and life insurance since 1948. The years-long relationships they have with their clients are their top priority. They wanted their space to be an oasis for their clients, offering the ideal setting to continue building those trusted relationships.

The new lobby expresses who HORAN is and what they do. Our method was to strip everything extraneous away, letting the HORAN brand shine brightly. We use visual cues to establish HORAN as an expert or guide, then show how HORAN's customized paths help their clients reach their goals.

We used two graphic elements to tell the HORAN brand story.

A dynamic "aura" represents HORAN's skill and expertise. It embodies the power of HORAN's 27 business fundamentals that guide its employees. We use the aura to highlight HORAN's expertise in guiding clients to meet their goals. You'll first see it dancing behind our dimensional tone-on-tone logo behind the reception desk.

Three-colored light ribbons greet visitors from the elevator lobby. They represent the many customized paths–or solutions–HORAN designs to meet their client's goals. The lights converge at a refreshment bar/video wall at the end of the space. In addition, we created goal-focused video animations that hint at what success looks like for individuals, corporations, and larger groups.

Other features include a lenticular welcome wall that introduces the guide metaphor on one side and a brief timeline/history of HORAN's successes on the other. In addition, a digital display greets visitors with animated shorts. Each short demonstrates HORAN's value for various clients using the aura and path graphic elements described above.

The result is an inviting reception area that delivers HORAN's value in a way that is simple and easy to remember.


Project Details

Submission Category

Building Architecture- Large Scale (>10,000 sf)

Date of Completion

January, 2022