Last fall we were charged with branding the new Chicago HQ for Hub Group, a leader in coast-to-coast transportation management.
We needed a simple concept to tie together all the varying spaces within the building. The idea of ‘movement’ represents both Hub Group’s services and where they are going as a company.
With wayfinding applications, colorful murals, and multi-layered wall graphics, we created a vibrant environment immersed in different aspects of transportation. With four floors, we could really play up Hub Group’s coast-to-coast services. Time zones, color-coding, and geo-specific visuals bring this idea to life.
The second floor—marked in blue—falls in the Eastern Time zone, where an oversized highway graphic stretches the length of the main office walls.
Up on the third floor, Mountain Time is denoted in red, and has call-outs to the region’s notable cities like Phoenix, El Paso, Salt Lake City, and Aspen.
Light green marks the fourth floor: Pacific Time. Here, we took more literal steps with the design inspiration, using exact replicas of shipping containers to divide common spaces.
Even the executive lounge features a large wall graphic that is both directional and motivational.
More, we designed geo-specific murals for each floor’s kitchenette. We tied them all together on the first floor, piecing together the kitchenette murals to create a cross-country panorama in the cafeteria—complete with moments of surprise like Hub Group trucks on the highways.
This design of the space pushed Hub Group’s office outside of the [intermodal] box.