Igniting Collaboration and Creativity
For a certified women-owned business built on creating communications and experiences for its clients, the workplace needed to be more than a backdrop. Kindle, whose motto “Light a Fire” stems directly from its name, partnered with HED to design a Chicago office that embodied its brand, celebrated its culture, and empowered its people to fuel innovation. Fire became both a metaphor and an organizing principle, inspiring a space that feels communal, warm, and purpose-driven.
At the heart of the office is a central gathering space conceived as a hearth. Anchored by a large island, an organically shaped sofa, and a generous audiovisual display, the space evokes the comfort of a home where people naturally gather to share ideas and energy. Exposed timber columns and ceilings reinforce the relaxed, casual atmosphere, while also connecting the office to its historic Chicago setting.
This balance of informality and function creates an environment where staff feel supported to ignite action and spark creativity.
The company’s brand identity is woven seamlessly into the design. Drawing from Kindle’s slogan “Kin. Kind. Kindle,” HED’s team, in collaboration with experiential graphics specialists, developed a large burnt wood wall in the open office. This tactile, symbolic feature serves as both a visual anchor and a physical reminder of the company’s values. The theme of fire extends throughout the workplace, from the illuminated three-dimensional Kindle logo to the naming of meeting spaces—Oxygen, Heat, Fuel—that together embody the elements necessary to sustain a flame.
The material palette supports this layered storytelling. Light wood tones in the flooring and furniture provide a calm backdrop, while blue accents add balance against the warmth of heavy timber, exposed brick, and branded red details. The interplay of textures and tones reflects the duality of fire: energizing yet grounding, bold yet controlled.
The result is a workplace that celebrates Kindle’s culture while giving its team a flexible and inspiring environment in which to create.
Designed around connection, identity, and purpose, the office serves as both a daily workspace and a living expression of the company’s mission to light fires of innovation for its clients.
