Branding is more than just a logo. It’s a company’s opportunity to use its image to demonstrate its ability to deliver services. Branding is also a chance to emphasize corporate culture and values. On Primus’s most recent project with U.S. Cold Storage, the team is tackling branding in a whole new way.
Primus Builders and U.S. Cold Storage’s latest collaboration is a 315,000 SF frozen food distribution facility, located adjacent to an existing 815,000 SF production facility operated by Unilever. In addition to interesting features like geopiers and intricate ASRS delivery systems, the project will include design elements that reflect U.S. Cold Storage’s values: integrity, customer-first, respect and excellence.
Primus Design Services, LLC brought on IA Interior Architects, an award-winning interior design firm, to partner with the design-build team on creating environments that reflect U.S. Cold Storage’s history, goals and culture. Primus and IA met with U.S. Cold Storage to learn not just about their values, but of the image U.S. Cold would like to communicate to potential customers and to its in-house team. The end result was a design scheme that reflected these goals.
Representatives from U.S. Cold Storage, Unilever and Primus recently met at IA’s Atlanta office to review the scheme and select finishes that will help communicate their brand. The meeting was a first for U.S. Cold Storage, and proved to be an enlightening and positive experience.
“We’re excited to bring this level of design to our latest facility. It reflects excellence and integrity in our resources and lets our customers know we are serious about serving them,” said Larry Alderfer, Vice President, Corporate Development & Logistics at U.S. Cold Storage. Mike Lynch, Vice President, Engineering, said, “What I like is that the designers incorporated elements that educate employees and visitors about the facility’s sustainable components as well as telling the story of our company’s 100-year history.”
In addition to being eye-catching, attention to design is good for morale. Said IA Managing Principal Angelo Lebron, LEED AP, AIA, “When a company invests in its interior design, it’s telling its employees, ‘We appreciate you. We want you to like where you work.’ This elevates everyone’s attitude and improves productivity.”
Primus Vice President Matthew Hirsch is equally excited. “We applaud U.S. Cold Storage and Unilever for taking this opportunity to elevate their corporate branding and showcase their values. It’s going to be a great facility.”
Primus is dedicated to making this effort a success. We will keep you updated on the project’s progress!