ActiveCampaign, one of Chicago’s fastest-growing tech companies, had reached capacity in its Loop headquarters just a few years after moving in. Rather than uproot their workforce, they sought to expand within the same building, adding another 50,000 square feet directly below their current footprint. But the challenge was more than spatial: the company wanted to preserve its flat, people-first culture while scaling infrastructure, improving wayfinding, and enhancing space usability across a growing, hybrid workforce. The new environment needed to reflect the brand’s voice, deepen employee connection, and evolve with their global momentum.
geniant helped rethink the workplace as a living system, one that supports emotional connection, agile use, and cohesive identity across floors. Our strategic work included journey mapping, interaction design, and brand storytelling across the new footprint. In Phase I, we brought ActiveCampaign’s playful tone to life with sci-fi-themed huddle rooms, secret bookcase passageways, and social-flex zones that blend work and play. In Phase II, we created a monumental stair that functions as both a central meeting point and a brand symbol, echoing the company’s directional logo in material and form. We also helped orchestrate the integration of new amenity zones, a full-service coffee shop, a theater-style screening room, and a curated display lounge, each designed to give employees choice, comfort, and cultural resonance in how they work and gather.