Why Jaguar’s Rebrand Could Inspire Your Office Design

In a recent article published on Worktech Academy, writer and academic Jeremy Myerson explores the connection between Jaguar’s rebrand and office design.

As Myerson points out, Jaguar was flying under the radar until its recent ‘copy nothing’ advert. This bold move has shaken things up, giving the brand a much-needed image boost, which now feels younger and more exciting.

Indeed, the rebrand shows that Jaguar is seeking to attract the attention of a new generation of premium electric vehicle drivers. But how does that relate to office design?

Parallels with Modern Office Interior Design

Jaguar’s departure from its traditional corporate image echoes a similar shift in office design. Recognising the changing demands of today’s workforce, many companies are now embracing bolder, more employee-centric spaces.

This shift aims to bond with a new audience in an era where remote work options have redefined what constitutes an appealing workplace.

Take Signal House in Washington DC as an example. Despite being in an area associated with corporate law firms, it looks more like a hotel, with gym facilities, vibrant décor and spaces that communicate comfort more than power.

Similarly, our client Ward Security challenged the traditional image of a security firm with its design scheme. With walls draped in foliage, bleacher seating, and a laptop lounge, the space transcends the typical open plan workplace.

This shows that office design is no longer defined by the sector. Instead, the focus has shifted towards creating an inspiring and eye-catching environment that makes the daily commute worthwhile.

Magic Spoon’s “Instagrammable” Office

Fittingly, the New York Times recently ran an article titled, “Can Instagrammable Office Design Lure Young Workers Back?”

The article looks at Magic Spoon’s office design in SoHo New York, which was designed around the company’s return-to-office push. With its vibrant, pop-art-style aesthetic, the space looks like the workplace equivalent of Jaguar’s “copy nothing” advert.

In fact, the company’s core value is “be a Froot Loop in a bowl of Cheerios”, which echoes the same sentiment as Jaguar’s ethos. “We wanted the office to underline that,” said Greg Sewitz, Magic Spoon’s co-founder.

Dubbed the “envy” office, this trend blends the comfort of a living room with the allure of a holiday destination. As the New York Times reports, these spaces are gaining popularity among startups, tech firms, and other affluent companies vying to attract and retain top young talent.

These offices are also designed to provide opportunities for employees to share images on social media. This transforms the office from merely a place of work into a marketing asset.

Related article: 10 Ways to Create an Instagrammable Office

Standardised to Personalised Spaces

Clearly, office design has come a long way since the days of cubicle farms. “You were surrounded by hundreds of people like you,” said Sheila Liming, author of the design history book ‘Office’. “You get this idea that you’re replicable.”

While the cubicle farm represented a standardised office design, the rise of agile work has ushered in an era of personalised workspaces. In the agile space, employees are offered a selection of work zones, enabling them to work where they are most productive.

As the Jaguar advert suggests with its ambiguous characters, people are unique and irreplicable. Agile spaces acknowledge this, and by catering to individual preferences, businesses can appeal to a more diverse pool of talent.

For an example of an agile space with an “Instagrammable” design, check out our recent London office refurbishment for Hudl in London. The sports-themed space is designed to facilitate “activity-based-working”, where employees can choose how and where they want to work. See the Hudl project here.

A Sense of Identity

For many, a car is part of their identity. Luxury cars suggest affluence and exclusivity. Sports cars suggest a rebellious, “live life in the fast lane” attitude. SUVs can suggest the spirit of adventure. Jaguars, of course, are now about being an individual.

As mentioned in the New York Times article, over half of people also get a sense of identity from their jobs too. The office environment plays a crucial role in this, and employees in aesthetically pleasing workspaces are more likely to share their positive experiences on social media.

Furthermore, creating a positive workplace experience can cultivate a healthy sense of self. You are your surroundings, so an on-trend, well-designed space will influence employee self-perception and enhance their overall work experience.

Why Jaguar’s Rebrand Could Inspire Your Office Design – Conclusion

Jaguar’s rebrand serves as a powerful reminder that businesses must constantly evolve. Just as the adage goes, “if you stand still, you’re moving backwards,” and this applies to office design as well. To attract and retain top talent in today’s post-pandemic work environment, businesses will undoubtedly benefit from creating people-centric workspaces that reflect the workforce’s changing expectations.

Jaguar’s campaign also highlights the importance of communicating core values. Prioritising employee needs through office design shows a genuine commitment to people, fostering a positive and inclusive work environment where employees can thrive.

Finally, Jaguar’s rebrand emphasises the importance of strong, unique branding. While you don’t need to be as radical as their “copy nothing” campaign, drawing inspiration from your own brand identity can guide your design decisions. This differentiation is a key part of standing out in a competitive market.

Written by Chris Sparham

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