Nexteer Automotive Creates a Tech-Forward Statement for World Headquarters
When you think of corporate headquarters what do you see? Do you think State-of-the-art facilities? Fully collaborative spaces? Cutting-edge technology? Nexteer Automotive captured all of this for their world headquarters in Auburn Hills, Michigan. They also seized the opportunity to create an engaging brand experience for visitors and employees alike.
Working closely with Nexteer marketing and public relations teams, Bluewater was tasked with inventing the concepts that would be required for Nexteer to deliver a bold message throughout their facility.
This messaging starts immediately upon entering the facility. In the lobby an artistic use of LED welcomes guests with information about the brand and its culture, and sets the tone for the rest of the facility – progressive use of technology as reactive art.
Further inside the facility, found within a common area, a 3-in-1 interactive wall provides a place for guests to interact with the brand story. This custom developed application toggles between three modes; a story wall, social mode, and gesture effect. The story mode presents interactive tiles that are filled with rich media about the brand. The social mode pulls selected posts forward in a creative array for exploration. The gesture effect provides a playful reverse shadow experience which reveals branded messaging.
To ensure the immersion continues throughout the entire facility, Nexteer has digital signage placed in all key areas. This signage provides the platform to deliver targeted marketing message, reinforce corporate values, and express the unique culture of the organization. But digital signage is only as good as the content distributed on it. To assist with content strategy, Bluewater delivered a Content Management System that helps the marketing and communications team feed and update new material on a consistent schedule.
To assist launching this network, Bluewater creative delivered branded templates designed specifically for the digital signage medium.
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