Nationwide wanted to reinvigorate its Plaza One lobby to welcome associates and guests with a one-of-a-kind experience.

  • Environmental branding
  • Brand experience
  • Environmental graphics

The challenge
As a longtime partner to Nationwide, treetree has touched many brand spaces across the country over the years. So when it came time to reimagine the Plaza One headquarters, we were engaged to create a fresh, modern and impressive environmental experience in the lobby and other key areas to help welcome associates and visitors. Our client was eager to instill a sense of pride and ignite an emotional connection upon entry.


After establishing a strategic and comprehensive branding and wayfinding program in partnership with Nationwide’s corporate real estate team, treetree set to work integrating rich messaging and history with new moments of connection and innovation to resonate with the brand’s most valuable audience: Nationwide associates. We partnered with the internal team to design inspiring collaboration spaces, infuse light and transparency and create meaningful brand touchpoints.

Plaza One lobby experience


One of the most exciting elements we introduced to this environment was a set of three 20-foot granite-framed digital columns at the main entry. With thoughtful programming and ambient displays, these columns make a bold first impression, adding energy and dynamic movement to the space.

We Are Nationwide Wall

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At the heart of the Plaza One lobby, we created a giant mosaic display featuring 1,198 carefully curated images that illustrate Nationwide’s passionate commitment to corporate citizenship, associates and business lines.

Associate huddle room branding


For collaboration spaces, we introduced wave patterns and texture as well as bright accent walls to highlight stylized historical images and important milestones throughout Nationwide’s rich history.

Technology Lab and Learning Center


Finally, we updated the Murray D. Lincoln Learning Center to create an area for associates to immerse themselves in the brand’s history, get access to thought leadership materials, learn about internal job opportunities or wait to be seen at the new Tech Lounge.