At 3d-identity, we specialize in creating places people love to experience. We embed storytelling, identity, and experience design into the very foundation of a project—ensuring that a place doesn’t just function, but resonates, engages, and inspires.
By collaborating with developers, operators, architects, and planners, we ensure that these elements are not afterthoughts but integral to the architecture itself creating places that speak, engage, and evolve over time.
We align our expertise with the Master Planning + Architectural Phases, ensuring seamless integration, regulatory compliance, and maximum impact.
And we offer flexible project delivery models, providing our services either through the traditional Design-Bid-Build method or as a Design-Build General Contractor for Environmental Graphics—allowing our clients greater control over cost and schedule through real-time estimating and seamless execution.
the power of storytelling
Visual Storytelling is more than a buzzword—it’s how people connect, remember, and experience places. In the built environment, storytelling transforms spaces into meaningful, immersive experiences by embedding history, culture, and identity into architecture.
At 3d-identity we go beyond words, using art, graphics, materials, symbols, and digital media to shape emotional connections and guide user interactions. Whether through wayfinding, branding, public art, or digital experience design, storytelling ensures that architecture does more than exist—it communicates, engages, and inspires.
When done right, storytelling becomes part of the physical experience—people don’t just hear or see it, they feel it.
Weaving Storytelling into Architecture – Creating Meaningful Spaces That Inspire, Connect, and Welcome.
what is XGD?
Experiential Graphic Design (XGD) is the practice of integrating visual communication, storytelling, and spatial design to create environments that engage, inform, and connect people to places. It blends elements of graphic design, architecture, digital technology, wayfinding, and brand storytelling to shape how people navigate, interact with, and emotionally experience a space.
XGD transforms built environments into immersive, meaningful, and user-friendly experiences by incorporating:
• Environmental Branding + Identity – Embedding storytelling, colors, typography, and symbols into architectural and interior design.
• Public Art + Placemaking – Enhancing spaces with culturally and contextually relevant visual elements.
• Digital Experience Design (DXD) – Integrating interactive media, augmented reality, and smart technologies.
• Exhibit + Interpretive Design – Crafting narrative-driven spaces in cultural destinations, executive business centers, and attractions.
At its core, Experiential Graphic Design ensures that the physical environment communicates effectively, enriches the user experience, and creates a lasting emotional connection with its audience.
waterfront
Exhibits integrated into placemaking at the Viking Legacy Ship, Minneapolis
Space defining Wayfinding at Amway Center, Orlando
our process
Brighthouse Sponsored Fan Amenity
Amelie Arena Tampa Bay
research + discovery phase
How We Contribute:
In the early phases of a project, our goal is to uncover the deeper identity of the place, its relationship to the community, and its key programmatic requirements to establish a foundation for storytelling and experience.
Deep Research + Cultural Analysis – Investigating the site’s history, cultural significance, and future aspirations.
Competitive Landscape Review – Understanding what differentiates the project from competitors.
Experience Planning + User Journey Mapping –Mapping out how people will move through the space and what messages, visuals, and experiences they will encounter along the way.
Visioning Workshops – Collaborating with developers, owners, operators, and architects to align on goals, target audiences, and engagement strategies.
Key
Deliverables:
• Vision + Identity Framework
• Experience Mapping + Audience Segmentation
• Placemaking Reference
San Jose’s Downtown West, a visionary mixed-use development by Google, spans 80 acres within the Diridon Station Area Plan. Designed to revitalize the western edge of downtown, it fosters a dynamic, transit-oriented community. Our extensive historical research identified and catalogued hundreds of uniques stories. Our Narrative Masterplan integrates San Jose’s innovative spirit throughout the district, celebrating the region’s inventive Maker Mentality.
For the past two years, we’ve collaborated with OC Sports & Entertainment and Smith-Clementi Architects on master planning and signage entitlements for OCVIBE—a 100-acre, $4B entertainment district around Anaheim’s Honda Center. Featuring shopping,
sports, hotels, offices, and parks, its first phase broke ground in late 2024.
master planning + concept phase
How We Contribute:
Our work in the Master Planning Phases of a project is designed to establish the project’s identity, messaging, and storytelling framework, ensuring that branding is embedded in the experience.
Destination Brand Development – Crafting a unique brand identity, name, logo, and messaging framework that defines the place’s personality,Including naming, logo design, typography, and visual identity guidelines.
Narrative Master Plan Development – Identifying the key messages that need to be communicated throughout the space; Establishing how those messages are delivered through signage, artwork, architecture, digital experiences, and environmental graphics.
Choreographing the user journey to ensure that visitors experience the space in an intentional and meaningful way.
Key Experience Moments + Placemaking Strategy – Pinpointing opportunities for wayfinding, storytelling features, and interactive experiences.
Key Deliverables:
• Brand Identity Package
• User Journey Mapping
• Narrative Master Plan
• DXD Master Plan
• Public Art Master Plan (*provided in collaboration with our Public Art Curation partner, Sports and the Arts)
• Master Sign Plan Entitlements
concept + schematic design phase
How We Contribute:
With the brand identity and user journey framework established, during the Concept and Schematic Phases. Working in Adobe Creative Suite and Sketchup, we work hand in hand with architects to visualize the brand and narrative to create spatial, and interactive experiences through :
Architectural Storytelling + Environmental Graphics – Defining how branding, typography, and symbolic elements are incorporated into materials and structures.
Public Art + Iconography Strategy – Establishing key opportunities for murals, sculptures, and interactive installations.
Wayfinding System Design – Ensuring that signage and navigation elements reinforce the brand identity and user journey.
Digital Experience Design (DXD) Integration – Programming of digital media, interactive technology, and smart systems into the built environment to enhance engagement, navigation, and storytelling.
Placemaking Strategy – Creating opportunities for vibrant, peoplecentered gathering spaces that blend architecture, branding, and storytelling to cultivate identity, connection, and engagement.
Sponsorship Master Plan – a strategic framework for integrating sponsor branding, activations, and revenue opportunities cohesively throughout a venue or destination.
Bringing Concepts to Life: The evolution of designs, refined plans, renderings, and technical drawings—transforming ideas into immersive, buildable experiences.
development phase
How We Contribute:
During the Design Development Phase, we coordinate closely with the Architectural, Landscape and Interiors teams to refine and integrate destination branding, wayfinding, artwork and digital experiences into the fabric of the architecture.
Detailed Environmental Graphics + Signage Design –Developing final wayfinding systems, identity signage, and branding applications.
Identify and develop specific placemaking and iconographic opportuinities.
Final Public Art Plan + Artist Coordination –Selecting artists and confirming materials + fabrication methods.
DXD Content Development + Technical Infrastructure –Ensuring that digital experiences, media screens, and interactive installations are built into the architecture.
Sponsor Integration – working directly with potential sponsors to incorporate sponsor branding into the built environment to enhance engagement while maintaining design cohesion.
Public Artwork at Chase Center, curated by 3d-identity parnter, Sports and The Arts
Branded Placemaking Garden Follies at Alta Oficina , Los Angeles
Brighthouse Networks Orlando On Demand
Sponsored Amenity
Pedestrian Direcitonal Sign System Toyota Battery Manufacturing Campus
documents + bid coordination
How We Contribute:
We offer two project delivery models based on client needs.
Design-Bid-Build Approach
Preparation of Detailed Construction Documents –Fully coordinated with architectural documents or issued as a standalone bid package.
Bid Coordination + Leveling – Assisting clients in evaluating bids and selecting fabricators.
Fabrication and Installation Administration ensuring design intent is upheld by attending OAC’s responding to RFIs, reviewing shop drawings, shop and site visits, punchlist
Design-Build Contract Management Approach for Environmental Graphics
Real-Time Cost Estimating During Design Phases –Allowing for continuous budget control.
Direct Fabrication Management – Ensuring greater cost efficiency, streamlined execution, and quality control.
Faster Project Delivery – Reducing delays associated with traditional bid processes.
Key Deliverables:
• Construction Documentation Package – Detailed technical specs for signage, branding, DXD, and sponsorship elements.
• Bid Coordination + Leveling Support (Design-Bid-Build).
• Design-Build Estimating
• Tenant Sign Guidelines
Precision in Design, Clarity in Execution – We coordinate closely with the architectural team to develop Comprehensive Programming Plans, Message Schedules, Bid Documents and Working Drawings that facilitate Seamless Implementation.
Amway Center, Orlando FL
fabrication + install phases
How We Contribute:
We oversee the fabrication, installation, and optimization of branding, storytelling, digital experiences, and sponsorship integration:
Signage + Wayfinding Installation Supervision
Public Art Fabrication + On-Site Execution
DXD System Testing + Optimization – Ensuring interactive media and digital elements function as intended.
Sponsorship Activation Coordination – Working directly with Sponsors to ensure branded moments are fully integrated and enhance the space.
