Three UK
Teaming up with senior designers at Morgan Lovell, and Three’s branding team, we created elements to help Three UK’s new HQ become a hub for connectivity, collaboration, inclusivity, and inspiration. Merging two existing offices, this new HQ in Reading was a key moment in bringing 1,800 people together, in a space where they would feel included, cared for, and able to work productively.
The brief
Working across a total of five floors, we worked closely with both teams to ensure details were in place consistently throughout the entire space. With Three’s primary focus being ‘inclusivity’, it was crucial that all staff were catered for, taking into consideration accessibility needs with adaptations such as braille and 3D signage. Ultimately, the space needed to be adaptable and flexible, to encourage collaboration in spaces that weren’t already predefined; Areas were to be able to be used freely to accommodate Three’s evolving needs.
The solution
We worked closely alongside Three’s branding team to bring appropriate touches of their brand to life in different areas. On the ground floor, there are significant levels of Three branding, rooting their core identity in both signage and wall coverings. This not only inspires staff from the get go, but also cements the Three brand as bold, vibrant, and ambitious from the moment visitors enter the building. As you venture up the floors, the branding elements begin to dial down, allowing for a more calming and ‘home from home’ environment for staff to relax and work in.
A primary branding solution was the introduction of illuminated signage. These custom signage elements created a wow factor for staff and visitors alike, as well as enhancing the light, ambient colour palette used for both wall coverings and framed imagery. These illuminated signs often featured brand slogans to further showcase Three and exactly what they stand for.
A heavy focus on inclusivity underpinned almost all design choices. Across the entire space, signage and directories were adapted to include braille in all way finding, as well as 3D icons at all ten tea points to help partially sighted individuals to easily find amenities. ALTO Tone was also used to ensure quiet spaces and meeting rooms were peaceful and reduced in background noise, considering neurodiverse needs.
An interesting element to this office fit out was the phrase ‘Adaptive reuse’, which meant that certain spaces were left undefined in their use. This allowed areas to be adapted and accommodate the changing needs of the company as they grow.
We created large CAD cut black vinyls to name ‘The_____Space’, which was the primary ‘blank canvas’, allowing staff to collaborate and work in a way that best suits them; Leaving ‘The_____Space’ ambiguous means that it isn’t narrowed down to a particular use, so it can thrive under many different purposes.
The result
Three’s new HQ proudly showcases their brand and core values, without compromising on inclusivity and their staff. The array of zones each have varying levels of branded elements, from bold illuminated logo signage, to dreamy digital wallpapers that subtly include Three’s brand colours.
Wayfinding and other signage is inclusive of those with day-to-day challenges, alongside acoustic wall treatments to create calming spaces with reduced background noise. Overall, this HQ is a vibrant and adaptive place to work, offering a ‘home from home’ environment where staff and visitors can feel included, connected, and inspired.
