Problem: The University of Rochester was looking to rebrand itself and increase student enrollment, particularly in the Science and Engineering Department. The university’s president understood that in order to achieve this goal, they needed to improve the school’s attractiveness to undergraduate science majors. Although the university had been gaining well-deserved respect for their graduates, the lack of innovative and updated lab facilities was a serious factor in hindering undergraduate enrollment. The current chemistry lab had been regularly upgrading its equipment, but it failed to update the physical workspace. Long counters filled small rooms with drab-colored walls. The design was functional but it was far from a state-of the-art laboratory.