St. Jude Medical was launching a new brand identity and needed to refresh their corporate headquarters lobby display to reflect advances in the company’s products. Together we explored the whole customer experience—how they move through the space, why they would want to see individual products, what they should feel about St. Jude. Suddenly, the view was broadened, and we found ways to use the product displays to tell the brand story. Along the way to brand continuity, we also identified the cost efficiencies that come with taking the larger strategic view. The result was an upgrade to the company’s corporate lobby that was not a piecemeal approach to rebranding, but one that got to the heart of how St. Jude Medical interacts with their customers.