A spatial identity for more open ways of working
Client
GENERALI
Sector
Insurance
Location
Madrid and Barcelona, Spain
People
1.400
M2
19.000
Challenge
Generali needed to connect the evolution of its brand identity with a transformation in the way its people worked. The goal was for its offices to reflect the company’s values while enabling a more open and collaborative working model.
The challenge was to turn its visual identity into an everyday experience for employees. To achieve this, the spaces needed to accommodate different needs, from team meetings to focused work and informal conversations.
Our approach
At BICG, we began by analysing Generali’s brand image and identity to develop a catalogue of spaces designed around new ways of working. The “stripe”, a central element of the brand, was translated into forms, materials and details throughout the workplace.
The design incorporated meeting and collaboration rooms with writable walls and easy-to-connect screens, alongside spaces for focused work, phone calls and individual video conferences. A meeting point near the entrance brought together shared services and personal lockers. This combination made it possible to accommodate different activities within a coherent, accessible environment.
Generated impact
The project brought a recognisable identity to life and created a range of spaces better suited to employees’ needs. The spatial catalogue linked design decisions to more open and collaborative ways of working.
• A brand identity embedded in the elements and circulation routes of the office.
• A range of settings for collaboration, focused work and individual communication.
• An informal meeting point that fosters connections between people and teams.
Recent Insights
Challenges facing the pharmaceutical industry in the future of work
At this event, we had the opportunity to talk to experts about the main challenges facing working practices in the sector....
View moreOne-to-one feedback template: Facilitating constructive conversations
This template provides a structured yet flexible framework that ensures both personal and professional development are addressed, enabling a comprehensive and productive conversation during each session....
View moreSynchronisation Matrix – Collaboration for Hybrid Models
In today’s changing work environment, two key concepts are often discussed: ‘synchronisation’ and ‘on-site collaboration’. But what do they really mean, and when do we need them?...
View more