Interior Architecture- Large Scale (>5,000 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. We establish HORAN as an expert or guide and then show HORAN's customized paths to reach their client's goals.

We used two graphic elements to tell their 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 expert touch in guiding clients to meet their goals. You'll first see it dancing behind our dimensional tone-on-tone HORAN 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 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

Interior Architecture- Large Scale (>5,000 sf)

Date of Completion

September, 2021

Submitting Firm Name

White Design Studio

Project Team


Interior Design and Architecture: Champlin Architecture

Interior Designer

Lobby Concept Design / Environmental Graphic Design / Digital Design: White Design Studio


Real Estate Brokerage and the Owner Representation for Project Management: Cushman Wakefield


James Hunt Construction / White Design Studio