Last week I walked into the branch of a well-known global brand. Everything was new; both the interior and the freshly finished, upscale building.
The goal was clearly to impress at first sight, and for a few seconds it worked.
Then I wanted to leave.
Colors screamed, too bright, too many. Lines were sharp and slanted, everything felt in motion. There was no trace of calm, comfort, or real care for the customer. The design showcased the company’s power, but not its hospitality.
As a client, I felt uneasy. The space was something to endure, not a place that invited me to stay.
When a space forgets the people it exists for
The brand itself isn’t the problem. This company operates worldwide, so I checked their other locations and confirmed it can be done differently.
Somewhere, a designer forgot to ask one simple question: How will people feel here?
It’s not enough for a space to look like the brand. It has to live the brand’s values and behave the way the company promises to behave toward its clients. In this case the impact was strong, but not good.
Branding Is More Than Painting Walls
Reducing a company’s identity to its logo colors on every surface isn’t design. It’s the easiest, shallowest shortcut.
Real design digs deeper. It translates the firm’s values, tone of voice, and working rhythm into an atmosphere. It doesn’t need every shade from the brand book, and it certainly doesn’t need a logo on every corner.
The key is for the space to embody the values the company lives by.
You’re Choosing More Than Aesthetic
When you choose an architect, you’re not just choosing a style. You’re choosing someone who will treat your clients with the same respect you do, someone who asks not only what to build, but for whom.
Because space isn’t advertising. Space is experience.
People Won’t Remember Colors. They’ll Remember How They Felt.
In the end, what stays with visitors isn’t the wall color, brand message, or first impression.
What stays is the feeling.
If that feeling is discomfort, confusion, or the urge to leave quickly, no premium location and no recognizable logo can fix it.
