Design Perspective: Experiential Graphic Design in Higher Education

Experiential Graphic Design in Higher Education

A Conversation with Sr. Experiential Graphic Designer Katherine Howell-Kiser

Creating Places that Communicate, Connect, & Endure Higher education campuses shape identity, foster belonging, and leave lasting

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impressions that can influence life‑defining decisions. In today’s competitive landscape, colleges and universities must do more than offer strong programs; they must also reinforce campus identity, celebrate shared values, and create community.

LS3P’s Senior Experiential Graphic Designer, Katherine Howell‑Kiser, is here to help institutions meet that challenge.

According to Howell-Kiser, Experiential Graphic Design (EGD) is a key element in transforming “spaces” into “places.” EGD can take many different forms, including integrated signage and wayfinding, branded environments, murals, donor walls, and storytelling displays embedded into walls, finishes, or glazing. “EGD really exists at the intersection of architecture, interiors, branding, and user experience,” she explains.

“It’s the connective tissue that runs between all the facets of design.”

Why EGD Matters in Higher Education Higher education environments are uniquely complex. Campuses function like small cities, made up of student centers, libraries, residence halls, academic departments, STEM facilities, athletics venues, innovation hubs, alumni centers, and outdoor spaces. Each serves a different audience and purpose, yet all contribute to a shared institutional identity.

At the same time, institutions face growing pressure around recruitment, retention, donor engagement, wellness, and belonging—all of which are shaped by the campus experience. According to Howell‑Kiser, “People know how a campus or a department building makes them feel before they fully understand what’s happening within it. That initial impression of a place is crucial, and it’s often hard to override.”

EGD helps to shape these lasting impressions through wayfinding, storytelling, placemaking, and branded environments. When integrated thoughtfully, EGD helps people navigate, understand, and remember spaces while reinforcing campus identity and institutional values. “The ‘vibes’ are actually very important in higher education,” Howell‑Kiser notes. “Every campus communicates something, not just through TRIDENT TECHNICAL COLLEGE SOUTH CAROLINA AERONAUTICAL TRAINING CENTER

architecture and interiors, but also through navigation, storytelling, and emotion, or the lack thereof.”

More than Aesthetics A common misconception is that experiential graphics are primarily decorative. In

Athletics and innovation spaces offer opportunities for bold expression, while

reality, EGD serves a greater strategic role. “When EGD is leveraged to its fullest, it

campus‑wide signage and wayfinding systems provide clarity and cohesion across

creates meaningful connections between people and the spaces they inhabit by

large, complex environments. As Howell‑Kiser notes, “Campuses are intricate, and

shaping how those environments are experienced, understood, and remembered,”

different departments and buildings have different functions and audiences. EGD

Howell‑Kiser explains. For example, in student centers, EGD may celebrate student

helps us dial up or dial down the mood depending on what that space needs to

culture and create moments of pride. In libraries, it often works more quietly,

communicate.”

supporting wayfinding and reinforcing a sense of place without distraction.

Department buildings can use experiential graphics to express their missions and attract specific student populations, while alumni and welcome centers often rely on storytelling, history, and interactive elements to build engagement.

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Beyond Service to Strategy One of the most important shifts the LS3P EGD team advocates for is viewing experiential graphics not as an add‑on, but as a strategic design tool. Too often, EGD is introduced late in a project, making it vulnerable to being value engineered out as non-essential “decoration.” Early integration allows teams to demonstrate value more clearly. Showing space concepts with and without experiential graphics can help clients understand that EGD is not just decoration, but rather the layer that ties everything together and elevates the overall experience.

The most successful projects integrate EGD from the start within the project pursuit, programming, and schematic design project phases. This helps shape the design narrative and identify opportunities where EGD can be woven directly into the SPARTANBURG COMMUNITY COLLEGE CENTER FOR ADVANCED MANUFACTURING & INDUSTRIAL TECHNOLOGIES

architecture and interiors. “Truly integrated projects utilize EGD as a differentiating strategy that helps our work stand apart from the sea of sameness,” says Howell-Kiser.

About Katherine

Key Considerations for Higher Education Projects Successfully integrating EGD into higher education projects requires thoughtful coordination and early conversations.

First, it is essential to understand what already exists. Some institutions have robust branding and signage standards, or even in‑house design and fabrication teams.

Others may have only basic guidelines in place.

Second, experiential graphics should be considered early in scope, budget, and outline specifications. When EGD is balanced alongside other core design elements, such as materials or acoustics, it becomes part of the overall design palette rather than an optional enhancement.

Finally, framing matters. While EGD is rooted in emotional storytelling, those emotional benefits translate into tangible outcomes for institutions. Howell‑Kiser emphasizes that the value conversation should connect experiential design to enrollment, retention, donor engagement, and belonging. “Those emotional storytelling components are the true differentiator,” she says.

Creating Places that Resonate When experiential graphic design is fully integrated, it often recedes as a distinct discipline while its impact becomes unmistakable. It shows up in clarity, cohesion, and character, making the difference between a campus that feels navigable and memorable and one that feels generic or overwhelming.

For higher education institutions navigating change and competition, EGD offers a powerful way to communicate identity and create meaningful connections. For LS3P teams, it is an opportunity to elevate design excellence through a more holistic approach to experience. When architecture, interiors, and experiential graphics work together from the beginning, campuses can become places that truly speak for themselves.

With over a decade of experience, Katherine designs immersive brands and environments that seamlessly blend architecture and graphic design. She bridges these disciplines to craft real-world spaces that connect and inspire. Her background in branding and advertising has shaped her storytelling approach, ensuring a unified creative vision - from logo design to experiential graphics and beyond. She brings a holistic perspective to EGD at LS3P, offering strategic recommendations to integrate brands into the built environment while fostering collaboration and shared ownership throughout the design process.