Human–Nature Conference Customer Experience Design
Unlocking Space Through Storytelling
Client: AZURE
Location: George Brown College Downtown Campus, Toronto
Design Team: Gelare Danaie, Karen Zwart Hielema, Majid Abbasi, Bianca Weeko Martin, Ramin Beyraghdar
Project Completion: 2024
When we were asked to design this exhibition and installation for the Azure Human/Nature Climate Conference in Toronto in 2024, we approached the project by treating the George Brown College Downtown Campus as a canvas for storytelling. Before beginning the design process, we focused on defining the story the space needed to tell—and how it could resonate with attendees moving through a fast-paced, two-day conference.
Rather than positioning nature as the backdrop—and as a nod to the Human/Nature Conference ethos—we chose to shift the viewer’s perspective. Nature is imagined as the observer, not the subject. This reframing shaped both the narrative elements and the wayfinding strategy for the conference, allowing storytelling and navigation to work together as a guided experience through the building.
Before engaging with narrative moments, we knew the foundation had to be clear. Wayfinding was essential. Our goal was to create a system that was legible, practical, and seamlessly integrated into the conference flow.
Design Framework
The project was guided by four principles:
Clear wayfinding design
Storytelling through connected touchpoints
Memorable moments engaging multiple senses
Experiences that extend beyond the walls
Clear Wayfinding Design
We began by identifying all access points and destinations within the building. Through a detailed analysis of existing conditions, we mapped moments and flows of movement, pause, and engagement. The wayfinding system guides attendees through the conference journey—from welcome and registration to workshops, auditoriums, and coffee and lunch areas.
We then developed the signage locations and message schedule to support intuitive navigation, ensuring clarity and ease of movement throughout the campus.
Storytelling Through Touchpoints: The Nurse Log
As the narrative around nature’s autonomy developed, trees emerged as the primary medium for storytelling. This led us to the concept of the nurse log—a fallen tree that, as it decomposes, supports new growth. Nurse logs represent nature’s blueprint for sustainability, regeneration, and continuity.
We translated this concept in an urban context by connecting it to sustainability initiatives across Toronto. Working with our multidisciplinary team at DEXD, and collaborating with the editorial team at Azure, we designed graphics and wrote copy for twelve selected projects and used the nurse log as both a visual and conceptual connector throughout the building.
Graphics applied to the vertical window mullions followed a lenticular design inspired by the nurse log. Glazing between the mullions featured text and imagery highlighting key sustainability projects, many drawn from the area surrounding the George Brown College Waterfront Campus and along Lake Ontario. Together, they reinforced a connection between the building, the city, and the landscape beyond.
Moments of Delight: “Shhhhhhh… The Trees Are Talking”
A double-height space within the building offered an opportunity for a memorable moment of pause. Here, we introduced an installation centered on two trees in conversation. A floor vinyl traced the footprint of a café, suggesting an informal setting for reflection.
The installation personalized the trees, giving them distinct identities and voices. A pine log, Penelope, and a section of a willow shared stories of their past lives, recent challenges, and future homes. Speech bubbles mounted at eye level invited visitors to engage directly, while simple furnishings and reading material supported a quiet, approachable experience.
Experience Beyond the Walls: Wearing the Story
We wanted the narrative to extend beyond thephysical installations. Clothing became another storytelling surface. Custom-designed T-shirts worn by the team carried the message “Shhhhhhh… The Trees Are Talking,” which became both a tagline and an extension of the installation.
Historically, text-based T-shirts have served as tools of expression and identity, occupying space with intention. In this context, they functioned much like signage or graphics—reinforcing the story through everyday interaction.
By aligning wayfinding, storytelling, sensory moments, and experiences beyond the physical space, the project unfolded as one cohesive narrative. Each element supported the next, creating a human-centered experience that guided attendees clearly through the conference while inviting reflection, connection, and engagement at every scale.
