First Impressions

first impressions High Impact, Low Cost Projects

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There is an adage that you never get a second chance to make a first impression. Graphic design, signage, and landscape architecture are powerful tools to make a positive first impression at a relatively small cost. From print media, to welcoming signage and gateways, to gracious landscaping, Ayers Saint Gross can help you make a first impression that meets your institutional mission.

graphic design

signage & wayfinding

landscape architecture

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projects The visual quality of your institution should reflect the best qualities of your organization and audience needs. what are the projects ?

why do them ?

why do them now ?

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graphic design

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signage & wayfinding

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landscape architecture

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gateways

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stormwater management

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streetscape improvements

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placemaking

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green infrastructure

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accessibility

make a big impact for a relatively low cost

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lower maintenance costs

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achieve a competitive edge

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attract and retain your audience

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ensure that your facilities are reciprocal with your mission and culture

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improve accessibility

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focus on sustainability

people assign tangible value to the quality of their physical environment

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ensure that every dollar is spent wisely

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reinforce your brand image and capitalize on its equity

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contribute to a sense of well-being and safety

THOMAS JEFFERSON VISITOR CENTER AND SMITH EDUCATION CENTER AT MONTICELLO

Signage and wayfinding

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graphic design

visual impact Recent research supports the idea that visual communication can be more powerful than verbal communication, suggesting in many instances that people learn and retain information that is presented to them visually much better than that which is only provided verbally. 1

Graphic design has the power to motivate, educate,

viewbooks and reports – is a visual language that people

inspire and inform. It is an ally of recruitment, public

use to learn about and evaluate you. When it is ignored

relations, development, and communication.

or poorly executed, it can be a deterrent. When it is strategically researched, designed and implemented, it

Why is graphic design important? It is often the first

is proven to build confidence and loyalty, and influence

interaction between you and your audience; the

decisions.

quality of your graphic material connotes the quality of your organization. It is key to making an impact in

Successful visual communication begins with defining

an increasingly visual society.

goals, understanding both audience and competition, and devising a creative plan that works. As skilled

Schools, cultural organizations and non-profit

graphic designers, we marry strategy with form to

institutions compete in a visual climate fueled not

create designs that resonate with people and achieve

just by peers, but also by business, entertainment,

your goals.

retail and technology. The atmosphere is one of heightened visual acuity and expectations among

Consider this recommendation from Joe Mansueto,

people of all ages.

the founder and CEO of Morningstar, Inc: “Recognizing the importance of design is a corporation’s first step to

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Graphic design – manifested in everything from

creating great design. The second step is talking to good

websites to brochures, identity marks, maps,

designers immediately.”

1 The Power of Visual Communication © 2004 Hewlett-Packard Development Company, LP.

UNIVERSITY OF DELAWARE

Campus master plan fold-out poster

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graphic design

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“I have learned first-hand through the creative talent and services of Ayers Saint Gross that their marketing materials make a significant difference for colleges and universities.”

Dr. Ed Johnson, President University Realty Advisors LLC

LEFT ARIZONA STATE UNIVERSITY

Master plan box set

ABOVE WILDLIFE CONSERVATION SOCIETY Five UNIVERSITY OF WISCONSIN

Parks master plan reports

Master plan final report and executive summary brochure

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graphic design

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LEFT THE AMERICAN REVOLUTION CENTER ABOVE HOFFBERGER MOVING SERVICES

A campaign for the Museum of the American Revolution

Identity and branding, including letterhead system, folders,

labels, business cards, promotional items and moving truck graphics

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“This essential campaign booklet captures our mission, integrating our story, graphics and tactile qualities into a powerful and compelling printed piece .”

Dr. Michael J. Bina President, Maryland School for the Blind

LEFT DOWNTOWN PARTNERSHIP OF BALTIMORE ABOVE MARYLAND SCHOOL FOR THE BLIND

Marketing folder with tiered inserts promoting initiatives throughout the city

Campaign for our Children’s Future

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signage & wayfinding

inform and transform “Compared with a $25 million computer science building or a new stadium, signage looks like a bargain. . . It’s something that everyone who sets foot on campus is exposed to. . .” 1

A signage and wayfinding system is about more than

organization. Finally, a thoughtful wayfinding program

just where to go and how to get there. It’s a critical

inspires user confidence.

component in how people connect with and experience the physical environment. Signage is often a first

A signage and wayfinding master plan equips you with

introduction to your institution and makes an impression

a guideline to implement consistent signage now and

in several ways. First, it guides people down the correct

in the future. When the funding is ready, you will be

path. Is there a front door to campus? Your signage

too. A unified signage standard not only communicates

and wayfinding system steers visitors in the direction

direct and meaningful information, it also provides a

that promotes your campus image. Next, the system

design framework that enhances the setting.

of wayfinding elements espouses the attitude of the

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1 Stephen George, Manager of Planning, Design, and Construction, Connecticut College

HOWARD COMMUNITY COLLEGE

Concept drawing for exterior signage

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signage & wayfinding

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THE UNIVERSITY OF SCRANTON LEFT Signage

and wayfinding master plan program location map

ABOVE Campus

map kiosk, pedestrian directional sign, and building identification sign

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signage & wayfinding

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LEFT UNIVERSITY OF BALTIMORE

Illuminated building-mounted identification signs

ABOVE THOMAS JEFFERSON VISITOR CENTER AND SMITH EDUCATION CENTER AT MONTICELLO World

welcome sign, pedestrian directional sign, exterior ADA room identification sign

Heritage plaque, 17

signage & wayfinding

Gateways and threshold markers define entrances and boundaries. They are part of a wayfinding program and share attributes with signage, landscape and architecture.

A centerpiece of the redevelopment of the primary vehicular entrance to campus, Towson University’s new gateway structure is designed to extend a sense of welcome to the community, at once clarifying and increasing the definition of the campus edge. With sleek massing, the structure complements the modern buildings that are the immediate neighbors, while the richness of the entrance material palette and articulated metalwork channel the gravitas and architectural tradition of Towson’s historic core.

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TOWSON UNIVERSITY LEFT Landscape

plan of new entrance and plaza

ABOVE (clockwise) Elevation

of gateway system, detail and rendering of gateway structure

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l andscape architecture

meeting your mission

Meeting your mission of teaching, research and service means you must attract and retain the best students, faculty and staff.

Campus landscapes are critical in making a good first

with the outdoors. We were struck by how intimate that

impression; they define the campus as much as the

connection was for many of them: Nature was seen

buildings. Campus landscapes are the places where

as a non-judgmental, personal friend—something

people meet, socialize and exchange ideas. They

they can relate to in a safe way. Schools connected to

serve as a major contributor in defining the academic

nature are refuges: calm, stimulating, but invigorating.”

environment for students, faculty and guests.

At many colleges and universities, there are real Students are increasingly mindful of the role that

opportunities to foster a pleasant and stimulating

campus landscapes play in their experiences. In 2008,

environment through enhancements to the campus

the American Architectural Foundation co-sponsored

landscape. These enhancements can be a very cost-

an essay competition encouraging students to voice

effective tool to help you meet your mission.

design issues affecting their education. The competition titled “Redesigning Your School” was later chronicled

We know that your admissions yield can improve

in McGraw Hill’s Schools of the 21 Century. According

following campus improvements, and we believe in

to the article, “One of the themes that came up

helping our clients get swiftly and economically to

repeatedly in the student design competition essays is

these implementable and transformative projects.

st

their desire for schools to do a better job of connecting

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UNIVERSITY OF DELAWARE

Cross-campus walk connecting new housing precinct with core campus

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l andscape architecture

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LEFT NEMOURS MANSION VISITOR CENTER ABOVE UNIVERSITY OF DELAWARE

Landscaped shuttle bus waiting area adjacent to new Visitor Center

Paving and plantings designed to be serviceable, yet scaled for student enjoyment

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l andscape architecture

transform experiences The physical environment has the power to either undermine or bolster the overall perception of an institution’s quality.

At many colleges and universities, the campus

existing driveways may be converted to pedestrian-

landscape is under-serving the academic

friendly cross-campus walkways. New perimeter

community. Campus edges are undefined and often

treatments, combining planting, fencing, walls and

indistinguishable from adjacent neighborhoods. A

gateways, strengthen the campus’ identity. A more

combination of declining historic trees, a haphazard

systematic approach to plantings can also refresh the

collection of ornamental species and strained

character of an academic precinct, while simplifying

maintenance resources yield a jumble of landscape

maintenance.

plantings.

We have repeated success with thirty percent of our For a cost that is relatively low compared with that of

work coming from previous clients, and are proud of

a new building, under-utilized areas on campus can be

what we have helped them achieve.

transformed into attractive landscapes that support

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the collegiate environment. Parking lots can be scaled

Proof of these achievements is evident at places like

back or relocated in order to create student spaces

The Johns Hopkins University, where the admissions

and academic quadrangles. Circulation can be adjusted

staff attributes a 23% increase in application yield to

on campus with minimal impact to vehicles, so that

landscape improvements.

BEFORE

AFTER

FRANKLIN AND MARSHALL COLLEGE

Before and after views of walkway from Admissions

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l andscape architecture

BEFORE

AFTER

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BEFORE

BEFORE

AFTER

AFTER

Spaces once dominated by pavement and cars transform into places filled with trees, paths, and people.

EMORY UNIVERSITY

Transformation of parking lots to pedestrian paths and garden spaces The Emory University open space project was completed in collaboration with HGOR and Michael Vergason Landscape Architects.

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BEFORE

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AFTER

UNIVERSITY OF GEORGIA

Pedestrian transformation of D.W. Brooks Mall

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l andscape architecture

BEFORE

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AFTER

JOHNS HOPKINS UNIVERSITY

Improvements to campus walkways and quad plantings The Johns Hopkins open space project was completed in collaboration with Mahan Rykiel Associates and Michael Vergason Landscape Architects.

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l andscape architecture

In urban settings, well-designed streetscapes are a powerful tool for defining first-impressions.

Baltimore’s Pratt Street, a major roadway across the city’s downtown, has long been dominated by vehicles at the expense of pedestrians.

The resulting impression for visitors is one of disorientation and discomfort.

In 2007, Ayers Saint Gross Landscape Architecture Studio, along with Olin Partnership, were the winning team in a design competition to reimagine the Pratt Street corridor. The design called for transforming the street into the Avenue of the Inner Harbor, a two-way, tree-lined avenue, activated with people, fountains, vibrant restaurants, shops and sidewalk kiosks, parks, new architecture, boardwalks, lighting that marks gateways and punctuates special events, and site furnishings that unite the site and provide comforts for pedestrians who linger. A phased implementation of the design is anticipated.

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EXISTING

PROPOSED

PRATT STREET, BALTIMORE MARYLAND LEFT Redesigned

gateway plaza at the Inner Harbor

ABOVE (clockwise) Existing

and proposed views looking west; view looking southwest at the Inner Harbor

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multidisciplinary design Ayers Saint Gross is multidisciplinary, creative, fast and efficient. We have a team to improve first impressions: graphic designers for print media and to improve your wayfinding and signage, landscape architects to help improve your grounds, architects to improve accessibility and sustainability, and planners to help with quick studies in siting buildings or developing campus plans.

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Director of Landscape Architecture, Jonathan Ceci, and Director of Graphic Design, Jamie Barnett, collaborate on The University of Scranton landscape, signage and wayfinding master plans

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services We do more than you think.

Architecture

Landscape Architecture

Planning

Graphic Design

Interior Design

Signage & Wayfinding

architecture

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campus planning

interior design

For more information contact: GRAPHIC DESIGN / SIGNAGE & WAYFINDING

LANDSCAPE ARCHITECTURE

Jamie Barnett Creative Director 410.347.8500 jbarnett@asg-architects.com

Jonathan Ceci, ASLA, LEED AP Studio Director 410.347.8500 jceci@asg-architects.com

WWW.ASG-ARCHITECTS.COM

BALTIMORE, MD

WASHINGTON, DC

TEMPE, AZ

1040 Hull Street Suite 100 Baltimore, MD 21230 410.347.8500 410.347.8519 Fax

800 Eye Street, NW Suite 600 Washington, DC 20001 202.628.1033 202.628.1034 Fax

60 E Rio Salado Parkway Suite 701 Tempe, AZ 85281 480.921.1515 480.921.1313 Fax

WWW.ASG-ARCHITECTS.COM

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