Identity is often—and incorrectly—used interchangeably with the terms brand or branding. Brand is the overall image that a company or entity makes across all touchpoints, from one-on-one communications to television, print, product, or social media.
Eager to create an innovative new space in New York to support the firm’s next generation, Paul Hastings engaged Gensler to plan and design a progressive new workplace that celebrates the firm’s distinguished culture while positioning them for the future. Gensler’s Brand Design team developed a seamlessly integrated digital design, environmental graphic, and signage and wayfinding program.
All Aboard Florida is the first privately owned, operated and financed express intercity passenger rail project in the United States. The 235-mile network of rail lines connects stations in Miami and Orlando with additional hubs in West Palm Beach and Ft. Lauderdale. All Aboard Florida’s new train fleet, "Brightline," not only connects these key cities, it also connects people, communities, and cultures.
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Business of Design
|Hospitality||Urban and Civic|