GPA IT Building

Environmental Graphics

Surface Design

Graphic Design

UX Research

Design System

Iconography

Illustration

Visual Identity

My Role: UX Designer (Environmental Graphics & UX)
Client: GPA (Grupo Pão de Açúcar)
Timeline: 3 months | 2017-2018
Team: Creative Director + myself

At Estúdio Kola, I had the opportunity to lead the graphic and surface design for the ambient branding of a four-story IT building for GPA. The project spanned almost three months and involved designing the entire visual system for wayfinding and environmental graphics across the reception and three floors.

The challenge was multifaceted: the building’s structure couldn’t be altered, budget and material constraints had to be respected, and the interior was inherently gloomy, with few windows and long work hours for employees from 9 a.m. to 7 p.m. Our goal was to create a joyful, functional, and visually coherent environment that would enhance navigation while subtly lifting the mood of the space.

Working alongside the Creative Director, we developed custom iconography, illustrations, and color schemes that brought authenticity and a strong sense of identity to the building. Every graphic element was carefully crafted to blend harmoniously, avoiding visual fatigue while transforming a traditionally depressing office environment into a lively, navigable space.

Challenge

How do you transform a four-story corporate IT building, with an inherently gloomy atmosphere and long work hours, into a functional, navigable space that improves employee well-being?

Yes, that’s a big challenge. Into this case, I will show you how we went through an UX process to develop this physical user experience between human and workplace.

Key Constraints

  1. Immutable building structure

  2. Limited material budget

  3. Few windows / minimal natural light

  4. Typical depressing corporate office environment

UX Approach

We applied UX principles to physical space, treating navigation, visual identity, and well-being as an integrated experience system.

    • Visited the building at different times to understand movement flows and navigation confusion points;

    • Observed behaviors: where people stopped, asked for directions, or got lost;

    • Identified high and low-traffic zones;

  • Users (employees)

    • Navigate quickly between floors without getting lost

    • Intuitively identify areas (meeting rooms, cafeteria, etc.)

    • Feel energized despite long working hours

    Client (GPA)

    • Reinforce corporate identity

    • Improve productivity by reducing navigation time

    • Create a more welcoming environment without structural renovations

Key Insights

Employees reported "all floors look the same".

Lack of visual landmarks caused disorientation.

Monochromatic environment contributed to visual and mental fatigue.

Concept & Design Strategy

Instead of just signage, we created an integrated system of:

Intuitive Wayfinding → Custom iconography for each space type → Clear visual hierarchy (primary/secondary/tertiary) → Cross-floor consistency while maintaining unique identity per floor.

01.

Floor Differentiation → Specific color palette for each floor → Unique graphic patterns functioning as landmarks → Surface design breaking monotony without causing visual fatigue

02.

Well-being Through Design → Vibrant colors to counterbalance gloomy environment → Illustrations bringing lightness and humanization → Visual rhythm naturally guiding movement

03.

Design Process

From the strategy to execution.

  • Created annotated floor plans identifying:

    1. Decision points: where users choose direction;

    2. Dead zones: the areas without visual references;

    3. High-traffic areas: main corridors, elevators;

  • Developed hierarchical visual taxonomy:

    1. Level 1: Floor identification (large scale, distinct colors)

    2. Level 2: Functional zones (icons + typography)

    3. Level 3: Individual rooms (integrated numbering system)

  • Created reusable graphic component library:

    1. 20+ custom icons for different space types;

    2. Grid system for consistent application;

    3. 4-color palette (1 per floor) + neutrals;

    4. Scalable surface patterns;

    1. Full-scale mockups to test legibility and visual impact;

    2. Iterations based on client feedback and production considerations;

    3. Technical specifications for execution team;

    1. Supervised application across different materials (vinyl, paint, acrylic);

    2. Quality assurance during installation.

Deliverables

Complete spatial identity system applied across 4 floors:

Wayfinding System

  • Directional and informational signage

  • Standardized room nomenclature

  • Service iconography (restrooms, coffee,
    meeting rooms, etc.)

Environmental Graphics

  • Illustrated murals in common areas

  • Surface patterns on walls and doors

  • Branded elements integrated into space

Design System Documentation

  • Application manual for future expansions

  • Vector asset library

  • Material and color specifications

Impact

User Experience

  • Simplified navigation: employees can quickly locate spaces without asking;

  • More welcoming environment: positive feedback on "livelier space";

  • Clear visual landmarks on each floor: facilitate spatial orientation;

Business Value

  • Scalable system implemented within budget;

  • Strong visual identity reinforcing company culture;

  • Project completed in 3 months respecting tight timeline;

Design

  • Modular system allows future expansions without rework

  • Reusable component library for other GPA projects

Learnings

  1. UX extends beyond digital interfaces: principles of hierarchy, visual feedback,
    and wayfinding apply equally to physical spaces;

  2. Constraints fuel creativity: working with limited budget and immutable structure forced smarter solutions;

  3. Systemic design > point solutions: creating a modular system ensures consistency
    and easier maintenance;

  4. Multidisciplinary collaboration is essential: working with suppliers, architects, and end client required clear communication and alignment.