Soraya Albaladejo
14 May 2025
Table of contents
Your space as a reflection of your brand 💫
Brand image goes beyond a logo, a carefully chosen font, or a well-executed visual campaign. Today, more than ever, brands are built through the experiences they offer — and that experience begins in physical spaces. In our case, it starts with the office.
In over a decade as CMO of Lexington, I’ve found that the design of a workspace cannot respond solely to aesthetic or functional criteria. When we talk about offices, we’re referring to one of the most direct and transparent points of contact between a company and its environment: clients, collaborators, partners, talent… A space aligned with the brand identity conveys, reinforces, and projects what the company is—and what it aspires to be—from the very first moment.
One of the pillars of any strong brand is coherence. If you communicate closeness, innovation, or excellence, that same message must be felt at every point of contact with your customer. If not, something breaks. The experience becomes confusing and the brand loses strength.
This is something we are very aware of at Lexington. After 44 years accompanying companies of all kinds, many of them large, internationally prestigious corporations, we know that the workspace cannot fall behind while the brand narrative moves forward. It must keep up, reflect growth, and reinforce it through tangible actions. That’s why the coherence of our identity is present in how we work every day, and it’s reflected in every detail: from the design of our offices to how we support our clients.
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The fundamental starting point for building a strong brand image is to truly understand who you're targeting: their aspirations, how they work, their worldview.
“It’s not just about knowing their industry or operational needs, but truly understanding what they expect, what they value, and how they want to feel when interacting with your brand.”
At Lexington, that act of understanding is key. Our corporate client profile is not just looking for a functional space. They seek an environment that meets their global standards, provides security, agility in management, and a professional image aligned with what they represent in other markets. And that is exactly what we offer: a way to land in Spain without giving up excellence or rigor, but with the flexibility any ambitious project demands today.
Offices can act as a projection of the future and anticipate the experience the client will have working with us. That’s why when a company defines how it wants to be perceived, it should translate that idea into its workspaces.
But be careful! This is not a superficial matter, but a strategic one: the goal is for visitors to understand, without explanation, what our values are.
This infographic will help you align your workspace with the image you want to project:
Brand image not only attracts, it also selects. A customized workspace can act as a natural filter to attract clients whose profile (in terms of values, expectations, or investment level) fits our value proposition. The best part? This doesn’t exclude—it focuses. Plus, it allows for more lasting and efficient relationships from the start!
Ultimately, office design is not just a reflection of your brand, but a strategic tool that can strengthen your relationship with the client and project a clear vision of your future. But beyond functionality, it’s about making visitors feel what you represent as a company.
The moral is simple: your space speaks for you. Take care of it, understand it, and make sure it reflects what you are, what you aspire to be, and how you want to be seen. The experience starts with the space!
If you're ready to take the next step and align your workspace with your brand image, we can support you! Fill out the form to learn how we can help you create offices in Madrid or Barcelona that not only function, but reflect what your company is and where it's going:
Written by
Our CMO has become a corporate marketing expert after 12 years working towards finding *that* something that makes each brand unique. She is the one responsible for us featuring on the cover of every magazine because she knows how to make the most out of the rebel personality of our workspaces. Strategic, organized and the funkiest manager (she has rhythm, not funk, but not even her knows how to describe it!).
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