Intangible Qualities

We have achieved our goals of having a product that is much more sustainable and reflects the history of the University. The IQ process was integral to achieving the goals, as was the subsequent collaboration throughout the project.

Carolyn Elfland Associate Vice Chancellor
The University of North Carolina at Chapel Hill

Intangible Qualities

IQ, an abbreviation for Intangible Qualities, refers to inherent or intrinsic characteristics of a site, building, or community that combine over time to form its distinctive sense of place. 3North’s process seeks to discover these qualities and use them to provide the basis for a truly authentic and durable design vision.

IQ ensures that design decisions are based on unique characteristics that emanate from the property, with the objective of preserving and enhancing inherent value, strengthening an overall brand image, and inspiring a community. The goal is to create cohesive design with genuine character, and to develop a consistent identity with strong, compelling integrity.

IQ merges the storyline of the history and context of a property with the owner’s mission, goals, and aspirations for development. The IQ process and product ensures that all future planning and design decisions will be carried out with a meaningful, consistent design vision.