{"id":60123,"date":"2018-07-24T14:12:55","date_gmt":"2018-07-24T14:12:55","guid":{"rendered":"https:\/\/metropolismag.com\/projects\/joe-lawton-media-objectives-environmental-graphics\/"},"modified":"2021-09-10T18:49:56","modified_gmt":"2021-09-10T18:49:56","slug":"joe-lawton-media-objectives-environmental-graphics","status":"publish","type":"metro_profile","link":"https:\/\/metropolismag.com\/profiles\/joe-lawton-media-objectives-environmental-graphics\/","title":{"rendered":"New Talent 2018: Joe Lawton’s Growing Studio Is a Hybrid of Graphic Design and Architecture"},"content":{"rendered":"
\"Joe
Through his studio Media Objectives (M-O), a practice established at the architecture firm Valerio Dewalt Train Associates (VDTA), Joe Lawton has worked with clients in hospitality, education, nonprofits, and tech. Courtesy Joe Lawton<\/strong><\/figcaption><\/figure>\n
\n

As the founding principal of Media Objectives, a six-year-old branding and experiential graphics studio within the architecture firm Valerio Dewalt Train Associates<\/a> (VDTA), Joe Lawton knows a thing or two about presentation. At 34, the designer has a knack for identity building that\u2014along with his seemingly unrelenting grit\u2014has already paid off, not only in terms of his studio\u2019s commissions but also in how his work relates to the firm\u2019s design projects at large.<\/p>\n

This past year, Lawton was promoted to principal at VDTA, making him the youngest ever at the firm. Media Objectives<\/a> (M-O) now has a full-time staff of 12, and has finished spaces for clients across sectors. In particular, Lawton has taken a shine to workplaces for tech: Projects for Adobe, SanDisk, Yelp, and Glassdoor are all in the studio\u2019s portfolio.<\/p>\n

For such an up-and-comer, Lawton\u2019s beginnings at VDTA were humble. In 2010, Lawton, then in his mid-20s, came on board as a marketing coordinator.\u00a0Aware of the newbie\u2019s (largely self-taught) graphic design know-how, VDTA\u2019s leadership presented him early on with the chance to work on a client assignment, a graduate housing project. Lawton\u2019s brief: to translate the building\u2019s sustainability initiatives into experiential graphics across the structure\u2019s nine floors.<\/p>\n

\"Joe
Media Objectives has designed graphics, wayfinding, and branding for VDTA projects as well as outside practices. For Adobe\u2019s W8 office in San Jose, a collaboration with Gensler, M-O contributed more than 20 custom wall graphics and several specialty installations, including a 140-foot-long mural. Courtesy Jasper Sanidad<\/strong><\/figcaption><\/figure>\n
\n

Joe Valerio, one of VDTA\u2019s founding principals, had bigger things in mind for the young designer. \u201cI said to him, \u2018You know, if you want to make this into something a lot bigger than it is right now, we will support you,\u2019\u201d he says.<\/p>\n

For years, Lawton was a marketing coordinator by day and a designer by night, building out a portfolio of experiential design. In 2012, Media Objectives was formally christened as a separately branded studio within VDTA and began taking commissions both in and out of house. As Lawton tells it, the rocky economy in the early 2010s made it an auspicious time to be in the graphics game. \u201cEnvironmental graphics were more accessible than renovating an entire space,\u201d he explains.<\/p>\n

A project in 2013 marked a turning point for the designer: the million-plus-square-foot Google Tech Corners office in Sunnyvale, California. The campus was an opportunity for a complete integration of interior design, architecture, wayfinding, and signage. Colorful patterns adorn the interior walls of buildings within the complex, providing each with an identity within the larger unified design language. Google loved it, but more importantly, Google\u2019s staff loved it: After it was completed, a search on Instagram for #techcorners revealed joyful, \u201ccrazy happy\u201d employees interacting with the space, says Valerio. That was the moment, he adds, that Lawton \u201cwent from being an overhead to a profit center.\u201d<\/p>\n

\"Joe
For Glassdoor\u2019s Chicago office, Media Objectives worked with VDTA to craft a workplace with opportunities for employee interactivity and a distinct local flair. Meeting rooms and common areas are adorned with colorful, playful touches, like a company logo made from baseballs (seen here) and a bicycle wheel installation. Courtesy Tom Harris<\/strong><\/figcaption><\/figure>\n
\n

Since then, M-O has made a name for itself in branding and the built environment. Its most successful projects are those where the two intersect, as in Glassdoor\u2019s<\/a> Chicago office. There, VDTA and M-O created a color-soaked workplace that gestures to local culture while remaining faithful to Glassdoor\u2019s DNA. Divided into curvilinear nodes via carpet and glass enclosures, the office features \u201cneighborhoods\u201d corresponding to those of the Windy City<\/a>. Meeting areas boast splashy murals and installations\u2014some cheeky, as in the company logo made from baseballs as a nod to Wrigley Field. Through chalkboards, adjustable marquees, and plenty of pinup space, staffers hold agency in their office. In designing a workplace that is not only highly functional but a lot of fun, M-O and VDTA have shaped a space that is useful and reflects Glassdoor\u2019s employee-driven culture.<\/p>\n

This attention to the needs of a team will serve Lawton well as he grows in his position as principal at VDTA, a point that isn\u2019t lost on him. \u201cI want to build a supportive studio where people feel excited to come to work every day,\u201d he says. \u201cI want to make sure that not only are my clients happy, not only are the people experiencing the space happy; I want to make sure my team is happy.\u201d<\/p>\n

You may also enjoy “What I Learned About Experience Design From Buckminster Fuller<\/a>.”<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

With a passion for environmental graphics, designer Joe Lawton has built a practice dubbed Media Objectives (M-O) within the architecture firm Valerio Dewalt Train Associates (VDTA).<\/p>\n","protected":false},"author":1149,"featured_media":4663,"menu_order":0,"template":"","meta":{"_acf_changed":false,"featured_image_focal_point":[],"legacy_WP_ID":null},"tags":[312,1637,1634,1452],"metro_tax_domain":[76],"metro_tax_topic":[13,14],"metro_tax_program":[],"metro_issue":[],"metro_cat_profile":[],"internal_flag":[],"class_list":["post-60123","metro_profile","type-metro_profile","status-publish","has-post-thumbnail","hentry","tag-graphic-design","tag-media-objectives","tag-new-talent-2018","tag-valerio-dewalt-train-associates","metro_tax_domain-workplace","metro_tax_topic-architecture","metro_tax_topic-interior-design"],"acf":[],"yoast_head":"\nNew Talent 2018: Joe Lawton's Growing Studio Is a Hybrid of Graphic Design and Architecture - Metropolis<\/title>\n<meta name=\"description\" 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