Identity Feature Articles

Leviathan Demos High Performance with Nike Test Stride 04/03/2017 Nike was seeking a team to design and deliver an event bringing influencers and athletes together to test their latest batch of performance winter gear—and deliver Leviathan did—with an interactive motion-triggered urban test course.	Eric Heiman of Volume Inc. Talks Site-Specific Branding 02/28/2017 We caught up with Eric Heiman, creative director and partner at Volume Inc. (San Francisco) and asked a few choice questions about design and site-specific branding—the focus of his upcoming session on March 28 at SEGD Branded Environments in Las Vegas.	Wayfinding and Building Community at Grace Farms 02/06/2017 Despite the moniker, Grace Farms is not an agricultural enterprise. The unique 80-acre campus in New Canaan, Conn., boasts a multiple award-winning and winding 83,000-square-foot building, while exemplary wayfinding by Pentagram (New York) helps guide all visitors in their exploration of nature, community and faith.
An Unexpected ‘W’ at The University of Washington 02/01/2017 How an unbuilt project, a chance conversation and a thumbnail sketch led to an iconic landmark and an unexpected social media flurry for Michael Courtney Design and the University of Washington.	Poulin + Morris Revitalize Cornell Communications 12/19/2016 In dire need of a space befitting their Ivy League reputation for excellence, the Department of Communication at Cornell University enlisted JMZ Architects and Planners and renowned design firm Poulin + Morris Inc. to spearhead the revitalization effort.	BrandCulture Weaves Story of Westfield 12/09/2016 A master upholsterer, disappearing maps and a continuous thin red line are just a few of the tactics employed by BrandCulture to bring Westfield’s incredible history to life.
Agile Wayfinding for Deloitte Montreal 05/03/2016 The new La Tour Deloitte is the first privately owned office tower built in Montréal in 20 years. Deloitte’s Montreal staff occupies 153,000 sq. ft. of the 26-story tower, spanning seven floors in a completely agile work environment that required a new approach to wayfinding.	Writers Theatre Rewrites the Theater Experience 04/20/2016 Since it started in the back room of a bookstore in 1992, the hallmark of Chicago’s Writers Theatre has always been intimacy. That feeling is retained in WT's new permanent home in Glencoe, Illinois. The 36,000-sq.-ft. facility, designed by Studio Gang Architects, offers an open, welcoming space that galvanizes the potential of theater to unite people through shared experience. Signage and graphics by Thirst support the architecture and celebrate Writers’ unique history and spirit.	Wayfinding at Work – Place, Brand and Context [The SEGD Wayfinding Event] 03/02/2016 Whether it’s for high-tech start-ups or more traditional corporate environments, workplace wayfinding has a unique triple mission: not only to guide visitors and employees through complex spaces, but also to create a strong sense of place and support the brand. Joe Lawton and Ellen Bean Spurlock of Media Objectives at Valerio Dewalt Train Associates, along with Brittney Butler of VMDO, will lead the Workplace Wayfinding session at The SEGD Wayfinding Event April 14-15 in Miami. You'll want to be there!
With its New Tech Hub, Bloomberg Shows Start-ups How It’s Done 11/11/2015 Bloomberg may be the new kid in town when it comes to San Francisco’s hot tech scene, but the global business and financial information and news provider is no start-up. That’s abundantly clear when you see its sophisticated new R&D offices in the South of Market (SoMA) neighborhood: no foosball tables, beer taps or Velcro walls here, thank you very much.	Michael Bierut, Master Series Exhibit at SVA Gallery 11/04/2015 HOW TO fit 35 years worth of award-winning, laugh-making, product-selling, world-changing graphic design into 4,000 square feet? That was the latest design challenge for Pentagram partner Michael Bierut, whose work is the focus of a retrospective at the School of Visual Arts (New York) through November 7.	To Be or Not to Be? The Rise and Fall of Branded Environments 08/19/2015 The word "brand" was originated to describe the mark on a cow's butt. Today it covers much, much more than that. Branding is an art form, a short hand for customer preferences, and even a cause for world domination. Katie Sprague, Senior VP at Callison RTKL, covers the long and short of it at Be \| The Branded Environments Event Thursday in Los Angeles.
What Makes a City a Brand? Find out in LA! 08/12/2015 What makes a city a brand? How does a constellation of culture, sports, entertainment, and natural attractions link and shine as an experience? Los Angeles is the poster child for city branding, and you’ll find out why at Be \|The Branded Environments Event August 20 in The City of Angels.	Comcast Brands to Xfinity (and Beyond) 08/11/2015 Flexible media and a new customer engagement model make Comcast’s prototype service center an entirely new brand experience. When media giant Comcast decided to retool its XFINITY customer service centers, the idea was to move away from the purely transactional model of the past and create an entirely new way to engage with customers.	For the Fun of It: 8 Ways to Add Play to Branded Environments 08/05/2015 When Calori & Vanden-Eynden was asked to create graphics for Cornell University’s newest campus facility—a dairy plant added to an existing academic research lab—they decided to have some fun with it. The CVE team covered blank walls with cow spots, creating what one observer calls a “Rorschach meets rawhide” aesthetic that manages to be both witty and sophisticated. CVE identified the building itself with a giant sculptural milk bottle.
Enhancing Branded Environments through User-Centered Design 07/30/2015 Not every project is as big as Texas, and not every client is as ambitious as Texas A&M University, which recently opened its “brand”-new, state-of-the-art Bright Football Complex. But any project can benefit from the Aggie game plan—and Brian Mirakian of Populous will tell you how at the SEGD Branded Environments Workshop Aug. 20 in LA!	Building the Brand, Texas Style 07/29/2015 Deep in the heart of Texas, where football and tradition are sacred, Texas A&M University continues to build its dynasty—and its brand. With a new $17 million, state-of-the art training facility designed by Populous, the Aggies keep showing how it’s done—building both a powerhouse football team and a sophisticated branded experience.	New York Rising at Brookfield Place 05/27/2015 In late 2014, another major milestone in the post 9/11 revitalization was completed: the reinvention of the mighty World Financial Center—the Cesar Pelli-designed complex built in the 1980s across from the World Trade Center—as an 8 million-square-foot office, retail, arts, and dining destination.
Unlost and Found - Wayfinding as Brand 03/18/2015 Creating Value for Smart Cities Savannah, Georgia, knows that wayfinding is more than just helping people not get lost. It’s also about reinforcing a sense of place and connecting visitors with the city’s unique collection of assets. But how does wayfinding work when there is no existing “sense of place,” such as in rural North Carolina? MERJE principal John Bosiosays wayfinding can drive identity, shape place, and build brand value. He’ll share his perspective April 23 at the SEGD Wayfinding Workshopin San Francisco. Find him there!	National Park Service Identity and Signage 09/14/2009 From the SEGD archives, circa 2009: this project was a very important contribution to the National Park Service, which celebrated its centennial less than a month ago on August 25, 2016. With the help of a graphic identity that reflects the National Park Service mission, “America’s best idea” keeps getting better.

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