Enabling this new policy is Hill Holliday’s new headquarters opened earlier this year in Boston’s Innovation District. The 50,000- square-foot space is fully equipped with hybrid technology that allows employees to work productively with remote teams. The design takes into account input from employees, who were surveyed by the agency for what they wanted out of a post-pandemic workspace. “Everyone’s priorities just turned upside down,” Kaplan said.
The result is a lower density building with fewer floors, a more open floor plan and a new HVAC system throughout the building. There’s also a brewery on the first floor.
Meeting rooms are fully equipped with a way to plug in your laptop which appears on the big screen. Employees can set a specific room as a meeting destination on Zoom and by pushing a button when walking into the space, the Zoom call will appear on the screen. There are cameras that move throughout the room, shifting from face to face depending on who’s talking.
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“When you’re coming into a new space and you have people working from home and people in the office, you want to make it as easy as possible,” said Chris Wallrapp, president of Hill Holliday. “The person at home or wherever they are can tap into that meeting and feel like they can participate organically and not miss anything.”
The new space is also equipped with a bike room, gym and rooftop, and all the furniture—whether chairs, desks or couches—can be moved throughout the space.
As a reflection of all the changes, Hill Holliday redesigned its logo, stripping it down to an animation of what looks like dust and particles shaping and reshaping the initials of the agency. The idea, said Hill Holliday Chief Creative Officer Icaro Doria, is to communicate that the agency is “absolutely organic and always moving.”
While the animation is black, the rest of the color palette is full of soft colors such as two shades of light green, lilac, off white and white. The agency also changed the fonts for its website, documents, business cards and more to apoc and klarheit kurrent.
“It’s the merger of these two things, the organic and reshaping according to what’s happening in the world, but also common elements that you could feel in like a New York boutique hotel,” Doria said.
While the pandemic is not the sole reason for the agency’s rebrand, it was a factor. “It was about time we did this, even without the pandemic,” said Kaplan, adding: “Anybody that isn’t looking at everything and sort of rethinking everything right now in our business is missing the boat.”