Design Trend #1: Origin Stories
“Brands want to come forward and demonstrate their own story.”
At Medley, we understand that every inspiration has its roots, and we hold strongly to the belief that those roots will in turn continue to inspire as long as they are properly planted and sufficiently nurtured. Good storytelling is critically important to establishing those roots and building strong connections, or, put another way, to establishing and growing your brand.
We started looking more in depth at the concept of “Origin Stories” as a design trend for 2020 after reading a workplace study that was conducted by the Steelcase Global Design Team. According to their findings, “people are eager to understand the origin story behind where they work and what they consume. The consumer mindset is skewing toward diversity in design, which connects to people’s desire to have a deeper connection with where they work and what they purchase.”
We’re seeing this trend take shape in office design and beyond in two primary ways: a move toward transparency and connectivity; and sourcing unique materials while repurposing old ones.
Transparency and Connectivity
Both people and companies overall are looking to see beneath the surface of nearly all aspects of their life and business, and in so doing, build more substantive connections - to the company they work for, the goods they purchase, or the impression they seek to impart on visitors to their office, website, storefront, or marketplace. People really want to feel that connected to your brand, to be a part of your story, and designers will curate more of what’s around a space to share influences and inspiration as well as the personal connection behind a product or organization.
See how we helped an education organization design their office for impact and tell their story through the creation and installation of environmental graphics in their new space.
Sourcing and Repurposing Unique Materials
Companies and designers are finding ways to repurpose what had been considered disposable to save costs, act responsibly, and make people feel good about what they’re consuming. A key component to office design in particular in 2020 (and beyond) that the Steelcase designers picked up on is a greater push toward sustainability. Whether it’s showing the origin story behind a product, or changing the narrative around ‘waste’, designers will and must continue to make sustainability a priority.
From a broader perspective, one of the major components to origin stories is that there is a growing interest in people wanting to know where materials are sourced. Designers need to be mindful of the materials they’re using because consumers are growing increasingly conscientious about what they’re purchasing and from whom. There will be a continued focus on handmade goods and having a connection with the maker. People are seeking out companies and artists whose product have an original story and a responsible point of view.
We recently worked on brand and marketing strategy for Everand, a social enterprise that partners with RefugeeOne to produce ethically sourced and responsibly produced pillows and other home goods. See how we helped them craft and refine their origin story.
If you’re looking for help bringing your origin story to life, let’s talk about how our branding and design services can help plant those roots and create deeper and more lasting connections to your organization.