When we talk about “company culture,” we picture an inspiring CEO, a implacable vibe that everyone loves, or taking the team to play paint ball.

But what about physical space? The design and layout of your environment can have a measurable impact on how employees and customers experience your culture.

We all know that design affects perception. Businesses spend trillions each year on design for products and branding and marketing. But also on their offices, store and facilities, which are in many ways a physical “warehouse” for the company’s brand.

Smart renovations don’t just refresh a space—they can strengthen and even help to define your culture

When Airbnb renovated its headquarters they didn’t just focus on aesthetics; they reinforced the company’s core values—openness, connection, and community. The updates featured open workspaces, communal areas, and themed rooms that represented various Airbnb listings from around the world. This design was a physical embodiment of the company’s mission to connect people globally, and it fostered an environment where collaboration and creativity flourished. Employees felt more engaged, and visitors could instantly sense what the company stood for.

Etsy took a values-driven approach when redesigning its Brooklyn office. Etsy’s reno was centred on sustainability and local craftsmanship, which are core pillars of the brand. They used eco-friendly materials, incorporated art from local makers, and created workspaces that encouraged collaboration. They also collaborated with local artists and designers. The publicly accessible ground floor drove interest in the brand. The updates not only helped to drive new business and investment, but strengthened their internal team’s unity, enjoyment and output. Good for people. Good for business.

Renovations can also help to shape culture in industries like banking, where trust and professionalism are critical. Scotiabank and Coast Capital both moved away from traditional, closed-off spaces to a more open, community-focused design. Both introduced lounges where customers could relax and interact with bank staff, removing the typical barriers. These updates have transformed the customer experience and reflected these company’s theme of approachability and personal service.

For businesses that prioritize collaboration, redesigning workspaces to encourage more interaction can be transformative.

At Dogwood, we reconfigured our offices several years ago, opting for collaborative spaces and individual offices to balance privacy, focus and teamwork.. This not only aligned with our culture and work flow, but also facilitated more spontaneous idea-sharing and improved cross-team communication.

The key is intention.

Renovations aren’t just about making spaces look modern—they should be strategic decisions aimed at reinforcing a company’s identity and values.

Your office layout, lighting, common areas, and even materials can say a lot about your business.

Are you promoting openness and collaboration? Are you signalling innovation, or are you rooted in tradition and reliability? There’s no right answer, only the right answer for YOUR brand.

The right renovations will tell that story, creating a space that doesn’t just function, but actually works to enhance your company culture.