The Redwoods Group
An unconventional commercial insurance organization serving non-profit youth organizations needed a brand overhaul. Renovation of the corporate offices was a key part of this journey for the firm—a journey that resulted in what most would call a creative, co-working space rather than a corporate insurance office. This project was Carrie’s and Dan’s first branded environment collaboration (read more about this story below the gallery).
The Branded Environment backstory
Why Branded Environments? They’re a great match of Carrie’s and Dan’s talents.
After years in advertising agencies building brands, Dan became chief marketing officer of The Redwoods Group—an insurance organization that serves youth-serving non-profit organizations (YMCAs, Jewish Community Centers, Boys & Girls Clubs, and residential camps). He began working immediately with leadership to reinvigorate the brand, and a key moment on this journey was the renovation of the corporate offices.
After years working in ad agencies with open, creative, inspiring, and collaborative spaces, Redwoods’ current offices were the exact opposite. The prime audience for the brand refresh and the new internal office design were Redwoods' staff (the faces and voices of the brand to customers).
Alongside the architect (Center Studio), Carrie joined in as the interior designer. She and Dan worked with the whole renovation team during day hours, but also had the benefit of evening and weekend hours to collaborate. The result: moving from a sea of gray, high-walled cubicles, with executive offices on the perimeters hogging the sunlight, to an open, communal concept where intentional and unintentional collaboration could occur. Additionally, offices were now on the interior and brand messaging and imagery was injected as art and decor.
Dan has since joined CMID full-time, but he and Carrie consider this as their first branded environment collaboration.