HKS Expands Experiential Branding Practice Led by Industry Veteran Tony LaPorte

HKS Expands Experiential Branding Practice Led by Industry Veteran Tony LaPorte


Global design leader HKS is expanding the firm’s Experiential Branding practice, led by industry veteran Tony LaPorte.

In a career that has spanned more than 20 years, LaPorte has worked with organizations such as Capital One, Grant Thornton and Kellogg’s to help strengthen their brands.

Experiential Branding uses the built environment to convey a brand’s culture and values.

“Experiential Branding is the intersection of Place and Brand. We’re enabling brands to leverage critical spaces to strategic advantage,” LaPorte said. “This can improve talent recruitment, drive greater sales and elevate employee engagement. It’s all about creating a sense of identity and connection.”  

By layering architectural and interior design elements, organizations can allow the story of their brand to unfold throughout office environments, sales centers, hospitals and universities; this practice can reinforce the brand and improve the experience of workers, guests, patients, students or others who inhabit a space, LaPorte said.

“(Experiential Branding) projects are co-created by architects and interior designers, with the client as a partner throughout the design process,” said Kate Davis, Global Practice Director, Commercial Interiors, HKS. “We’re cultivating a deeper expression of their brand, allowing clients to be more connected to their brand and its value.”

HKS’ Experiential Branding practice can also help place-makers communicate their brands. Real estate developers, restauranteurs and start-up companies are among those who will benefit from brand strategy, brand identity and brand design services.

We’re cultivating a deeper expression of their brand, allowing clients to be more connected to their brand and its value.

HKS’ Experiential Branding service offerings will comprise Environmental Branding, such as experience centers, feature sculptures and wall murals; Branding research and strategy, brand identity, marketing collateral and website design; Signage and Wayfinding interior programs, exterior campus programs and donor walls; and Digital Environments, including interactive experiences and digital content.

Enlarging the HKS Experiential Branding practice augments work initiated by HKS Creative Director of Branding Services, Beau Eaton, for the firm’s Interiors practice. Previous projects include Our Lady of the Lake Children’s Hospital, Baton Rouge; Whole Foods Market South Regional Office, Atlanta; and SoFi Stadium, Inglewood, California.

The move to expand the Experiential Branding practice “complements and completes our services,” said Ana Pinto-Alexander, Global Sector Director, Interiors, HKS.