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As companies like Amazon, JPMorgan, and AT&T call their teams back to the office, we’re seeing a shift—not just in workplace policy, but in what the workplace is. According to Gensler’s 2024 Global Workplace Survey, employees aren’t simply looking for a place to plug in a laptop. They’re craving environments that offer both effective workspaces and exceptional experiences. And they’re not shy about walking away from anything less.
This “flight to quality” is reshaping the commercial real estate landscape. Tenants are rejecting outdated, Class B and C spaces in favor of vibrant, amenity-rich Class A buildings. But here’s where things get interesting: building quality doesn’t just impact aesthetics—it directly influences employee performance, pride, and retention.
So where does facility branding fit in?
It’s the secret ingredient that turns “nice building” into “I’m proud to work here.
Gensler’s data reveals a clear correlation: as building quality improves, so does workplace performance. High-performing offices—defined as those delivering both effectiveness and a great experience—are twice as likely to be found in high-quality buildings.
In fact, employee sentiment rises significantly alongside building quality:
| Statement | High-Quality | Mid-Quality | Low-Quality |
|---|---|---|---|
| Likely to stay with company for the next year | 82% | 74% | 63% |
| Would recommend company as a great place to work | 80% | 65% | 43% |
| Proud to work for my company | 82% | 69% | 48% |
| Speak positively of my company to others | 82% | 70% | 47% |
Workplace performance is measured through two key indices:
WPI (Workplace Performance Index): How effectively the space supports getting work done.
EXI (Experience Index): How positive and engaging the work environment feels.
In high-quality buildings, employees report average scores of 78 for effectiveness (WPI) and 76 for experience (EXI). Compare that to 55 WPI and 47 EXI in low-quality buildings. That’s a major difference—and a clear case for investing in workplace quality.
This is where thoughtful, strategic facility branding starts to matter.
Facility branding is more than applying your logo to a wall graphic or lobby sign. It’s the holistic expression of your brand across a physical space. It connects architecture to culture, design to values, and employees to a sense of purpose.
It includes:
Branded wayfinding that makes navigation intuitive and on-brand.
Environmental graphics that reinforce mission, values, and history.
Immersive storytelling that brings your brand to life in physical form.
Spatial design elements that align with your identity, from color palettes to material choices.
Let’s talk ROI. If high-quality environments improve performance, then branding those environments is how you maximize the investment. Here’s how it pays off:
Retention: Branded spaces create a sense of belonging and identity—key drivers in why people stay.
Recruitment: First impressions matter. A cohesive, visually compelling workplace can help seal the deal with top talent.
Engagement: Branded spaces reinforce company values every day. That builds alignment and motivation.
Consistency: For multi-location organizations, facility branding ensures a unified brand experience—whether you’re in Milwaukee or Miami.
Great facility branding is subtle, strategic, and surprisingly immersive. It’s the tone-setting quote wall in the lobby, the custom wayfinding in the stairwell, the values applied to conference room glass, or the dimensional signage outside your team areas. It’s branded ADA signage that’s accessible and beautiful.
It’s not a decorative afterthought—it’s part of the employee experience design.
And in an era where companies are fighting to get people back in the building, that experience matters more than ever.
Consider this: 80% of high-quality office buildings are located in city centers or amenity-rich districts, where employees not only have greater access to services, but use them more often. These vibrant neighborhoods support a work-life ecosystem that makes coming into the office feel more worthwhile.
Yes, facility branding is emotional. That’s the point. When employees feel connected to their space, they connect more deeply with their company. They do better work. They stay longer. They tell others.
In other words, facility branding is a culture amplifier—and a measurable business tool.
At Thysse, we specialize in bringing facility branding to life with end-to-end services—from concept through installation. Our in-house design and manufacturing teams work in lockstep, ensuring your brand comes through clearly, consistently, and beautifully at every turn. From wide format environmental graphics to branded wayfinding and experiential storytelling, we handle the details so your space can do the talking.
Based in Wisconsin and proudly serving clients across the country, we know that sometimes proximity matters. When you're rolling out a branded experience, having a responsive, regionally accessible partner can make all the difference in hitting your timelines and budget goals.
Whether you're reimagining a single office or scaling a brand experience across dozens of locations, we’re here to help.
Let’s talk.
Want to explore more of our Facility Branding work? Check it out here.
