On Mutual Ground  

Background – Society Insurance, headquartered in Fond du Lac, Wisconsin, is a 100-year-old company offering specialty business insurance to restaurants and bars in several states across the USA. As the company continued to grow, plans for expanding their existing building began to develop. The leadership at Society Insurance recognized the importance of creating a workplace that better reflected their culture and values while providing a better workday experience for the staff. There was also a desire to develop a building that could help in recruiting potential customers and top-notch insurance industry talent.

Process -Society initially reached out to Performa Architects to help them remodel and repurpose their space. Performa then enlisted the help of Thysse Design to develop the facility branding and experiential design of the Society headquarters. Our two teams worked closely throughout the planning process. We identified potential branding and storytelling opportunities while heading off any potential architectural issues before plans were finalized and construction began.

Thysse also worked closely with Society Insurance staff during this time. Our team lead discussions and asked questions to learn everything we possibly could about the company’s history, culture, and values.

Execution – Working so closely with the architects and interior design teams allowed us the advantage of using the same interior finish materials. We used wood and tile in conjunction with graphics and messaging to create a compelling facility brand that worked within the building’s overall finishes palette. Everything worked together to create a seamless experience that was purposeful and true to the Society Insurance corporate culture while not looking like an afterthought.