Building Brands: Corporations and Modern Architecture

As the first in-depth book to explore the role of branding in the design of corporate modernism, Building Brands re-tells the stories of four corporate headquarters in the context of both business and architectural histories: the PSFS Building by Howe and Lescaze, the Johnson Wax Building by Frank Lloyd Wright, Lever House by SOM, and The Röhm & Haas Building by Pietro Belluschi and George M. Ewing Co. In this illustrated talk on her new book, Grace Ong Yan describes how clients and architects together crafted buildings to reflect the company’s brand, focusing on carefully considering consumers’ perception and their emotions towards the architecture and the messages they communicated.