The team was enlisted to create and implement the wayfinding and identity signage for the district. The team was provided with preliminary signage programming and placeholder sign elements that were intended to be redesigned. These were done in advance to provide “placeholders” for the entitlement process. However, this also provided the team with a fairly constrained set of parameters to design within.
The idea was to design bold signs for a new district that are befitting of the vibrant identity and brand messaging. The team’s goal was to keep the signage on-brand, not only visually but also in spirit, by building upon the guiding principle & rallying cry of the new district — Grow Boldly, initially inspired by the region’s visionary founder, James Rouse.
Design + Execution
The “Perspective” sign concept was inspired by the “window” portion of the Merriweather logo. This void between the Merriweather text and District text was inspired by the shape of the central ColorBurst Park and serves as a dynamic visual vehicle for photography, illustration and brand messaging.
The team wanted to replicate the dynamic morphing of the logo window within the vertical identity signs in the way that would conceal and then reveal the surrounding environment as the visitor walks past.
Illuminated letters on the two main signs feature a luminescent paint—a bright yellow color called “Estrellita“ (little star). The resulting effect appears as a solid, almost “molded,” one color sculpture during the day, while at night, the faces of the letters glow a soft yellow.
The final designs reflect the strong Merriweather brand through bold, sculptural and iconic signage that gives the district its distinct feel.
Alexey Ikonomou (creative director & project manager)
Keith Kellner (lead designer)
Andrew Walters (designer)
Ad Vice Studios, LLC (physical fabrication)
JP2 Architects (architecture)
Mahan Rykiel Associates (landscape architecture)
Patrick Ross Photography