Hendrick’s New Ground-Up Building for Synovus Bank: A Model of Community-Focused Design
Hendrick announced the opening of the new Synovus building in downtown Columbus, GA.
As leader of the design solutions for this new location, Synovus Place, the Hendrick team provided comprehensive services including workplace strategy, change management, interior design, and environmental graphic design services. The strategic approach integrated empathetic understanding, collaborative co-creation, and iterative processes to deliver human-centric solutions. In total, they were designed to navigate the complexities of modern workplaces by aligning with the dynamic needs and behaviors of Synovus, ensuring adaptive and resilient strategies.
Offering a history of human-centric design, Hendrick focused on creating spaces that reflect the Synovus culture, support well-being, and drive business performance. By connecting their current work patterns with future aspirations, the goal was to deliver strategic solutions that optimize the workspace and foster long-term success. Recognizing Synovus’ roots in the area, the firm spearheaded efforts to incorporate its history and values, alongside the pragmatic day-in-the-life needs of employees.
“Synovus has always been committed to investing in their people and investing in their local communities,” said Jennifer Treter, Hendrick Managing Principal. “They’re very focused on strengthening these communities by enabling people to reach their full potential. Columbus is one of those important communities for them.”
The new space consolidates several locations into a single building in the heart of downtown. Sensitive to the potentially unsettling effects of relocating, the Hendrick team, alongside their partner Workflow, worked closely with the Synovus team to develop a comprehensive change management strategy with a focus on stakeholder involvement, leadership support, and communication and education. The plan envisioned all phases of an employee’s day-to-day experience, beginning with the moment someone is making the drive into the office. “How far is it? How do I enter the building?” Treter explained. “We worked closely with the Synovus team to create pilot programs, educational events and communications to keep people informed, celebrate the wins, and help employees adapt to new processes.” This transition process was equally important to the success of this project.
Rooted in expertise, service and trust, Synovus is a financial services company committed to growth, innovation, strong relationships and community progress. To express this new level of sophistication, and to establish what sets Synovus apart from competitors, the space aligns with the new brand messaging to convey motion and momentum while also highlighting the community and culture. Weaving together the fibers that make up the Synovus community, each location and “neighborhood” is connected through a “common thread” linking employees to a holistic experience focused on their Pillars and Purpose. The design framework highlights the energy and motion that is central to Synovus’ growth today. The space fosters innovation, community, accessibility, and flexibility encouraging employees to work anywhere in the interwoven neighborhoods and creating greater interaction and socialization. Transparency and connection make up that common thread encouraging employees across the organization to promote mentoring, communication, and an entrepreneurial spirit. “They’re a very collaborative and social organization,” Treter added. “We wanted to enhance that aspect at every step of the experience.”
The new Synovus Place also focuses on employee well-being by incorporating principles of biophilic design (natural elements), ergonomics (physical comfort), mental health support (areas for quiet to break away and reduce stress), and social spaces (connection and collaboration). The key elements incorporated include an abundance of natural light, greenery and outdoor terraces overlooking the Chattahoochee River, flexible work areas, comfortable and adjustable furniture, and spaces for rest, physical activity, and social interaction.
The design is enhanced through the immersive brand experience incorporated throughout. Hendrick, along with their partner Minnepolitan, worked closely with the Synovus team to create this immersive experience engaging team members, clients and visitors to Synovus Place. The storytelling throughout not only focuses on Columbus and the local community, but also highlights the Synovus overall community impact, future focus, positive impact, and culture that makes it strong.
“We really tried to get to know this organization and its people so we could help create an environment that captures that spirit,” Treter concluded.
Read the original feature, here.
