Supergraphics · Murals · Wayfinding · Signage standards · Experiential activations

Overview

A brand changes when it leaves the screen. It has to work at the scale of a corridor, an escalator, an elevator door or a building façade, and hold up while people walk past at speed. Across ATB, KDays and Explore Edmonton, AIMCO and Triovest’s 100 Jasper, I’ve worked with architects, interior designers, fabricators and colleagues, as creative director and co-designer, to turn identities into places.

Finding clarity

Every space starts with the same question: what should people feel here, and what do they need to know? A transit corridor, a branch, an office and an exhibition each answer it differently.

Reframing possibility

Walls, floors, doors and ceilings stop being backgrounds and become media. Type gets big enough to read from across a terminal. Values move off the slide deck and onto the wall where teams meet.

Making meaning visible

Typography leads. Supergraphic letterforms run the length of a concourse. A custom numeral system, drawn from a single idea, carries floor identification. Signage standards keep the work consistent from a pylon to an ATM surround to a washroom door.

Building momentum

Some of the work moves. Elevator doors become portraits. Posters come alive through augmented reality. A VR game turns a brand idea into play. From airport supergraphics to fairground signage to a downtown tower’s hoarding, the aim stays the same: a place that feels like the brand before anyone reads a word.