In New Jersey, the headquarters of the Danish multinational pharmaceutical company Novo Nordisk looms large, with 500,000 square feet spanning a quarter-mile location on a 2.8 million-square-foot campus that features 99 acres of lush, natural landscape and a scenic five-acre lake. In addition to creating comprehensive environmental graphics and a wayfinding sign program for this immense space, the New York–based design consultancy Poulin + Morris also branded its dining facilities: Lakeview, featuring a two-story wall of windows overlooking the adjacent lake, and the Market, a self-service “grab-and-go.” The branding aimed to create visual experiences that offer Novo Nordisk’s employees appealing spots to recharge throughout their workdays.

Poulin + Morris designed the Lakeview branding program—which includes name development, printed materials, menu items, logotype development and graphic sign elements—to combine the natural vista close at hand with elegant design elements, elevating the experience beyond that of a standard employee cafeteria. Employees looking for a convenient spot to grab anything from a cup of coffee to a quick lunch can also visit the three outposts of the Market, located throughout the headquarter building. Poulin + Morris combined asymmetrical lettering, a chevron pattern background and a counterpoint of intense color in the Market’s graphic identity program, which includes all printed materials, menu items, name development, logotype development and graphic sign elements. Whether looking to relax, eat, enjoy each other’s company or recharge with some contemplative time alone, the design elements offer enclaves for sanctuary and fun, energetic spots to break up the workday in the 2.8 million-square-foot campus.

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