First Impressions

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High Impact, Low Cost Projects

firstimpressions

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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

why do them?

+ make a big impact for a

relatively low cost

+ lower maintenance costs

+ achieve a competitive edge

+ attract and retain your

audience

+ ensure that your facilities are

reciprocal with your mission

and culture

+ improve accessibility

+ focus on sustainability

what are the projects?

+ graphic design

+ signage & wayfinding

+ landscape architecture

+ gateways

+ stormwater management

+ streetscape improvements

+ placemaking

+ green infrastructure

+ accessibility

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

why do them now?

+ people assign tangible

value to the quality of their

physical environment

+ ensure that every dollar is

spent wisely

+ reinforce your brand image

and capitalize on its equity

+ contribute to a sense of

well-being and safety

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projects

THOMAS JEFFERSON VISITOR CENTER AND SMITH EDUCATION CENTER AT MONTICELLO

Signage and wayfinding

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visual impactRecent 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

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

Graphic design has the power to motivate, educate,

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

relations, development, and communication.

Why is graphic design important? It is often the first

interaction between you and your audience; the

quality of your graphic material connotes the quality

of your organization. It is key to making an impact in

an increasingly visual society.

Schools, cultural organizations and non-profit

institutions compete in a visual climate fueled not

just by peers, but also by business, entertainment,

retail and technology. The atmosphere is one of

heightened visual acuity and expectations among

people of all ages.

Graphic design – manifested in everything from

websites to brochures, identity marks, maps,

viewbooks and reports – is a visual language that people

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

or poorly executed, it can be a deterrent. When it is

strategically researched, designed and implemented, it

is proven to build confidence and loyalty, and influence

decisions.

Successful visual communication begins with defining

goals, understanding both audience and competition,

and devising a creative plan that works. As skilled

graphic designers, we marry strategy with form to

create designs that resonate with people and achieve

your goals.

Consider this recommendation from Joe Mansueto,

the founder and CEO of Morningstar, Inc: “Recognizing

the importance of design is a corporation’s first step to

creating great design. The second step is talking to good

designers immediately.”

graphic design

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visual impact

UNIVERSITY OF DELAWARE

Campus master plan fold-out poster

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graphic design

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LEFT ARIZONA STATE UNIVERSITY Master plan box set

ABOVE WILDLIFE CONSERVATION SOCIETY Five Parks master plan reports

UNIVERSITY OF WISCONSIN Master plan final report and executive summary brochure

“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

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graphic design

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LEFT THE AMERICAN REVOLUTION CENTER A campaign for the Museum of the American Revolution

ABOVE HOFFBERGER MOVING SERVICES 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 Marketing folder with tiered inserts promoting initiatives throughout the city

ABOVE MARYLAND SCHOOL FOR THE BLIND Campaign for our Children’s Future

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“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

inform and transform

A signage and wayfinding system is about more than

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

component in how people connect with and experience

the physical environment. Signage is often a first

introduction to your institution and makes an impression

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

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

and wayfinding system steers visitors in the direction

that promotes your campus image. Next, the system

of wayfinding elements espouses the attitude of the

organization. Finally, a thoughtful wayfinding program

inspires user confidence.

A signage and wayfinding master plan equips you with

a guideline to implement consistent signage now and

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

too. A unified signage standard not only communicates

direct and meaningful information, it also provides a

design framework that enhances the setting.

signage & wayfinding

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

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inform and transform

HOWARD COMMUNITY COLLEGE

Concept drawing for exterior signage

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LEFT Signage and wayfinding master plan program location map

ABOVE Campus map kiosk, pedestrian directional sign, and building identification sign

THE UNIVERSITY OF SCRANTON

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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 Heritage plaque,

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

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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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LEFT Landscape plan of new entrance and plaza

ABOVE (clockwise) Elevation of gateway system, detail and rendering of gateway structure

TOWSON UNIVERSITY

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Campus landscapes are critical in making a good first

impression; they define the campus as much as the

buildings. Campus landscapes are the places where

people meet, socialize and exchange ideas. They

serve as a major contributor in defining the academic

environment for students, faculty and guests.

Students are increasingly mindful of the role that

campus landscapes play in their experiences. In 2008,

the American Architectural Foundation co-sponsored

an essay competition encouraging students to voice

design issues affecting their education. The competition

titled “Redesigning Your School” was later chronicled

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

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

repeatedly in the student design competition essays is

their desire for schools to do a better job of connecting

with the outdoors. We were struck by how intimate that

connection was for many of them: Nature was seen

as a non-judgmental, personal friend—something

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

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

At many colleges and universities, there are real

opportunities to foster a pleasant and stimulating

environment through enhancements to the campus

landscape. These enhancements can be a very cost-

effective tool to help you meet your mission.

We know that your admissions yield can improve

following campus improvements, and we believe in

helping our clients get swiftly and economically to

these implementable and transformative projects.

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

landscape architecture

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meeting your mission

UNIVERSITY OF DELAWARE

Cross-campus walk connecting new housing precinct with core campus

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LEFT NEMOURS MANSION VISITOR CENTER Landscaped shuttle bus waiting area adjacent to new Visitor Center

ABOVE UNIVERSITY OF DELAWARE Paving and plantings designed to be serviceable, yet scaled for student enjoyment

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transformexperiencesThe 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

landscape is under-serving the academic

community. Campus edges are undefined and often

indistinguishable from adjacent neighborhoods. A

combination of declining historic trees, a haphazard

collection of ornamental species and strained

maintenance resources yield a jumble of landscape

plantings.

For a cost that is relatively low compared with that of

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

transformed into attractive landscapes that support

the collegiate environment. Parking lots can be scaled

back or relocated in order to create student spaces

and academic quadrangles. Circulation can be adjusted

on campus with minimal impact to vehicles, so that

existing driveways may be converted to pedestrian-

friendly cross-campus walkways. New perimeter

treatments, combining planting, fencing, walls and

gateways, strengthen the campus’ identity. A more

systematic approach to plantings can also refresh the

character of an academic precinct, while simplifying

maintenance.

We have repeated success with thirty percent of our

work coming from previous clients, and are proud of

what we have helped them achieve.

Proof of these achievements is evident at places like

The Johns Hopkins University, where the admissions

staff attributes a 23% increase in application yield to

landscape improvements.


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

FRANKLIN AND MARSHALL COLLEGE Before and after views of walkway from Admissions

AFTER

BEFORE

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AFTER

BEFORE


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

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.

AFTER

BEFORE

AFTER

BEFORE

EMORY UNIVERSITY

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BEFORE

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AFTER

Pedestrian transformation of D.W. Brooks Mall

UNIVERSITY OF GEORGIA

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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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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 re-

imagine 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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LEFT Redesigned gateway plaza at the Inner Harbor

ABOVE (clockwise) Existing and proposed views looking west; view looking southwest at the Inner Harbor

PRATT STREET, BALTIMORE MARYLAND

EXISTING PROPOSED

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multi-disciplinarydesignAyers 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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campus planning interior designarchitecture

Architecture

Planning

Interior Design

We do more than you think.

services

Landscape Architecture

Graphic Design

Signage & Wayfinding

For more information contact:

GRAPHIC DESIGN / SIGNAGE & WAYFINDING

Jamie BarnettCreative [email protected]

WWW.ASG-ARCHITECTS.COM

LANDSCAPE ARCHITECTURE

Jonathan Ceci, ASLA, LEED APStudio [email protected]

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BALTIMORE, MD

1040 Hull StreetSuite 100Baltimore, MD 21230410.347.8500410.347.8519 Fax

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Documents

First Impressions