LOCA L O N M AI N | TAYLO R T X
BRAND IDENTITY PORTFOL I O
RELEVANT PROJECT EXPERIENCE BRAND IDENTITY MESA, AZ Second Avenue Commons PHOENIX, AZ Pima Medical Institute SIERRA VISTA, AZ JS Kitchen Kadook’s Restaurant TUCSON, AZ Barker Morrissey Beautiful You Bella Esperanza Belle Epoque Upholstery Best Western Royal Inn Cafe Desta Chic and Social Chickenuevo Cool Lashes
DAI Global Del Cazador Market Dermatology and Plastic Surgery of AZ Monarch Surgery Center Coronado Surgery Center DoubleTree by Hilton El Mezquite Grill + Taqueria Cafe Otero Cafe del Sol Bar del Pueblo ELLA Group Emelity, Annette (Author) Epstein Construction Hush, A Salon and Day Spa Landscape Design West Lash My World Lashes del Sol Malin Marked by Design Media Democracy and Policy Initiative Nontextual Matters Pilates with Michelle
Postal Historical Foundation Prideaux Design Pyrox Road Runner grill RB Construction Scheuren, Claire (Author) Seaver Franks Architects Smith + Dale Spa Daze MetroTED The Loft The University of Arizona Tucson Plastic Surgery Uphill Pictures LOS ANGELES, CA Aphrodite by Athena Kottak, James (Drummer) Square Egg Entertainment
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ROCKLIN, CA Quick Quack Innovation Center
HOUSTON, TX Pima Medical Institute
BATON ROUGE, LA Copeland’s Cheesecake Bistro
SAN ANTONIO, TX Pima Medical Institute
NEW ORLEANS, LA Zero Latency VR Little Gators LSU Health Sciences Center
ARLINGTON, VA Association for Professionals in Infection Control and Epidemiology (APIC)
BALTIMORE, MD Prudential
ON THE BOARDS
ROCKVILLE, MD American Association for Anatomy CAVITE, PHILIPPINES Analog Devices
The Spa @ Tanque Verde Guest Ranch Local on Main Cascades of Tucson Main Linq
DERMATOLOGY & PL ASTIC SURGERY OF ARIZONA TUCSON, ARIZONA Within Studio was commissioned to reimagine the identity of Dermatology & Plastic Surgery of Arizona, creating a brand that could move seamlessly from digital presence to the built environment. At its center is a custom mark formed from the letters DPSA, abstracted into a flower in bloom, a symbol of renewal, transformation, and becoming. The identity extends beyond the logo through a refined palette, custom patterns, signage, and environmental graphics, creating a visual language that carries throughout the patient experience. Those patterns move from interior surfaces to the building’s exterior frame, allowing the brand to become part of the architecture itself. More than a logo, the new identity became a thread connecting brand, place, and experience.
DERMATOLOGY & PL ASTIC SURGERY OF ARIZONA MONARCH SURGERY CENTER CORONADO SURGERY CENTER TUCSON, ARIZONA As the DPSA brand evolved, Within Studio developed identities for its two ambulatory surgery centers, Monarch and Coronado, each designed to stand alone while remaining connected to the larger brand family. The Monarch mark draws inspiration from the proportions and symmetry of the Vitruvian Man, while subtly echoing the wings of a monarch butterfly, a nod to transformation and renewal at the heart of the DPSA brand. Together, these forms create an elegant expression of the human body, balance, and becoming. For Coronado, a fluid, gestural mark evokes the movement of caring hands; an expression of precision, touch, and human connection. Flowing lines soften the clinical nature of surgery while giving the identity the sophistication and confidence the client envisioned. Together, the identities balance beauty and medicine, creating a family of brands that feels elevated, cohesive, and distinctly human.
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CASCADES OF TUCSON
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TUCSON, ARIZONA
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[ON THE BOARDS]
As part of a larger transformation of Cascades of Tucson, Within Studio developed a comprehensive interior PRIVATE DINNING | STAGE AREA WALLCOVERING signage and wayfinding system designed to make navigation intuitive while preserving the warmth and individuality STYLE A of home. Each floor is distinguished by its own color palette, creating recognizable visual cues that help residents orient themselves naturally throughout the community. Custom wall sconces and dimensional room signage extend the design language beyond function, incorporating opportunities for ENTRY LOBBY personalization and familiar objects that010 make each resident’s doorway distinctly their own.
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From room identification to directional signage, every element was designed with A clarity, dignity, and belonging in mind; ID3.0 turning wayfinding into another layer of the resident experience.
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RESTROOMS
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HOMES 427-438
HOMES 439-450 D RESTROOMS ID3.3
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CORRIDOR DIRECTIONAL SIGNAGE | FOURTH FLOOR
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CASCADES OF TUCSON | TUCSON, AZ Dining Room D ID3.2
WELCOME ROOM
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welcome room
south courtyard
the courtyard
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CASCADES OF TUCSON TUCSON, ARIZONA [ON THE BOARDS]
Within Studio created three distinct dining identities for Cascades of Tucson, each inspired by the surrounding desert landscape and designed to give residents a different experience as they move through the community. Breezeway Bistro begins the journey as a breath of fresh air; light, casual, and welcoming. Catalina Dining Room takes its cue from the Catalina Mountains, with a more refined and timeless identity befitting an elevated dining experience. Desert Fish Bar shifts the mood once again, bringing a playful, social energy to the collection while paying tribute to a beloved member of the Cascades family, Sandra Fish. Distinct in personality yet connected by a shared sense of place, the three identities transform dining into something more than a meal an experience rooted in hospitality, community, and connection.
TUCSON PL ASTIC SURGERY TUCSON, ARIZONA For Tucson Plastic Surgery, Within Studio created a brand designed to be experienced through more than sight. Rooted in confidence, renewal, and authentic self-discovery, the identity began with a custom logo and grew into a collection of thoughtful brand touchpoints, from packaging and coffee cups to candles and curated details. The experience extends even to scent. Within developed Purity, a custom fragrance created exclusively for Tucson Plastic Surgery, with notes of agave, shiso leaf, and heirloom wheat. Woven into the environment and branded pieces, the fragrance adds an invisible layer of identity, creating a sensory memory that lingers long after a patient leaves. A brand not simply seen, but felt.
TUCSON PL ASTIC SURGERY TUCSON, ARIZONA The Tucson Plastic Surgery identity continues into the built environment, where Within translated the brand into custom signage, wayfinding, wallcoverings, graphics, and art. Nature became the common language. The logo takes inspiration from the organic symmetry of the agave plant, while custom wallcoverings use fluid linework to celebrate the beauty and diversity of the human form. Signage and wayfinding carry the identity throughout the clinic with an understated elegance, creating moments that feel considered rather than clinical. Artwork was carefully curated to continue the story, balancing softness, strength, and individuality. Together, these elements create a cohesive visual language where brand and interior become inseparable, shaping an experience rooted in calm, compassion, and transformation.
ZERO L ATENCY VR NEW ORLEANS, LOUISIANA For Zero Latency New Orleans, Within Studio created a post-apocalyptic world where nature has reclaimed the city, but all is not as it seems. Look closer and the invading flora reveals itself to be AI. Zero Latency is the last bunker, training those who enter to fight back. To bring the story beyond the virtual world, Within created custom wallcoverings, environmental graphics, and window films that make it appear as though plants are pressing against the glass, searching for a way inside. Custom circuit patterns weave the computer and AI narrative throughout the space, even transforming restroom signage into circuitry-inspired graphics. As a final layer, Within created a fictional last edition of New Orleans’ TimesPicayune, chronicling the AI takeover and the bunker’s final stand. What began as a gift to the client became part of the storytelling, blurring the line between interior, narrative, and play. The experience begins before the headset ever goes on.
MUSA SURVEILLIANA Common Name: Surveillance Banana | AI-Infused Banana Tree
Equipped with AI-enhanced nano-sensory structures embedded in the flower bracts and pseudostem, allowing it to listen to nearby conversations. It stores and transmits data via root-based fungal networks or unknown quantum entanglement protocols. Thermal destabilization (fire), though effective, may release encoded spores. Best practice is high-frequency microwave pulses to deactivate AI structures before burning. Do not consume any fruit. Even if it appears normal, ingestion may enable internal surveillance or neurochemical alteration. Avoid speaking near suspected plants. Use white noise generators or ultrasonic jammers in sensitive installations. Removal should only be attempted using sealed suits, acoustic dampening gear, and electromagnetic shielding. Use drone-based infrared imaging to detect bioluminescent fruit clusters during night patrols.
The biochemistry of M. surveilliana fruits may contain neuro-reactive compounds. Preliminary tests on lab animals revealed altered memory patterns and increased compliance When planted near critical infrastructure (e.g., power grids, datacenters), roots may attempt to infiltrate through subterranean cable access, enabling system interference or disruption. Displays rudimentary pattern recognition and seems capable of learning individual human voices or routines over time. Emits undetectable (to humans) ultrasonic pulses; thought to be used for communication with other infected flora or AI systems. First detected in a controlled research greenhouse in 2032, the plant has since adapted to wild tropical environments and exhibits complex, semi-autonomous behavior not seen in traditional flora.
Report sightings to the Autonomous Flora Surveillance Agency (AFSA)
PIMA MEDICAL INSTITUTE HEADQUARTERS TUCSON, ARIZONA PHOENIX, ARIZONA HOUSTON, TEXAS SAN ANTONIO, TEXAS For Pima Medical Institute’s flagship Tucson campus, Within Studio developed a custom wayfinding and environmental graphics program that transformed a former middle school into a vibrant medical career college. The concept, Crossing Lines, was inspired by the paths students share during their education; paths that intersect on campus today and may cross again throughout their future careers. That idea became a visual thread woven throughout the building, connecting color-coded wayfinding, custom directories, wallcoverings, room identification, and playful restroom signage. Bold graphics and unexpected moments bring energy and personality to navigation, creating a campus that feels unmistakably collegiate while celebrating the connections made along the way.
SECOND AVENUE COMMONS MESA, ARIZONA Within Studio created the brand identity and wayfinding for 2nd Ave Commons, a multifamily community in the heart of Downtown Mesa, inspired by the creative energy of an urban Painter’s Loft. From the logo and exterior signage to wayfinding, secondary graphics, and branded merchandise, the identity uses bold color, playful typography, and unexpected details to give the property a distinct sense of personality. Throughout the community, color becomes both expression and navigation, guiding residents from one destination to the next while turning everyday moments into part of the experience. Expressive, energetic, and intentionally unconventional, the brand celebrates the idea that home can be more than where you live it can be a canvas for how you live.
DOUBLETREE BY HILTON
TUCSON, ARIZONA Rooted in the history and culture of Tucson, Within Studio created four distinct food and beverage identities for this DoubleTree hotel. Bar del Pueblo “the bar of the people” was conceived as a gathering place for hotel guests and the Tucson community. Visible from the street, its identity is welcoming, spirited, and distinctly local. El Mezquite Grill & Taqueria draws from the Sonoran Desert’s ingredients and flavors. Agave, cactus, corn, chiles, and mesquite smoke inspired a warm, earthy identity. A modern expression of Tucson’s culinary heritage. Café Otero honors one of Southern Arizona’s historic families, whose roots span generations. Its identity offers a quiet nod to Tucson’s past while creating a contemporary gathering place. At the pool, Sol de Oro “sun of gold” celebrates the desert’s greatest treasure. Inspired by the hotel’s gem story, the Arizona sun becomes the ultimate gem: radiant, life-giving, and unmistakably Tucson. Four identities. Four experiences. One shared story of place.
DOUBLETREE BY HILTON
TUCSON, ARIZONA The DoubleTree by Hilton Tucson Downtown weaves Tucson’s past, present, and future into a layered visual narrative. In the lobby, archival photographs from 1960s Tucson recall Barrio Viejo before urban redevelopment reshaped the neighborhood where the hotel now stands. Paired with subtle interior references to the era, they preserve memory while grounding the space in its history. As guests move upward, the story shifts from memory to discovery. Guestroom corridors are inspired by geodes and gems, expressed through custom hospitality carpet and individually designed geode door drops marking each room. A consistent foundational palette runs throughout the hotel, while accent colors shift by floor and extend into artwork, wayfinding, and interior details. Custom geode photography, commissioned from a New Orleans photographer, reinforces each level’s identity. Within also commissioned Tucson photographer Dominic Bonucelli to capture the city’s hidden “gems,” placing his images throughout upper corridors as an invitation to explore Tucson beyond the expected.
LOGOS Every brand begins with something to say. Over the years, Within Studio has partnered with businesses, organizations, and entrepreneurs to translate their stories into visual identities that are distinctly their own. From naming and logo development to color, typography, and supporting brand elements, each identity is shaped by the people, purpose, and personality behind it. Different stories. Different voices. Identities created to belong to no one else.
Where story becomes identity, and identity becomes experience.
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