TRUE NORTH
DRAGONWEAR
WORLD HEADQUARTERS
True North, a firefighting and industrial safety clothing and accessories company, wanted something else from their headquarters. A lobby as a gathering space and a telephone pole guided the conversation of how to capture the ideal environment.
What if we added a couple chainsaws?
True North Gear had new digs and a vision. With a fresh HQ home for manufacturing, offices, and warehouse they wanted a theme that tied the rooms together. It had to be unique and impactful while communicating what they’re all about. True North is an authenticity brand through and through, which we wanted to reflect in every detail.
At the top of True North’s priority list is that their headquarters be a welcoming place. After an initial walkthrough, the ideas were flowing. The essence became that the lobby should feel like you’re sitting around a fire with your friends. The large spaces should be designed so they can host events seamlessly to help grow the company’s philanthropic endeavors.
Then, we started talking about their audience. Who is coming to the building? What is the guest experience? From there, the ideas shifted into high gear. We installed a telephone pole and brought in a log with chainsaws so that people trying on clothing could move around like they would at work. We not only solved a design problem, but we invited customers in to show them that True North understands their vocation, understands their needs, and understands them.
