The New Avenue at Whitemarsh
In fall 2015, Federal Reality reached out to Ashton Design looking
for a design package in order to request funding for updates to the
Avenue at White Marsh. They wanted a fresh aesthetic that could help
turn the Avenue into an Instagram-worthy destination for both adults
and families.
The team brainstormed a variety of concepts to influence our design
decisions including; urban industrial, Maryland pride, shopping
patterns, and finally landed on backyard Maryland.
ashton design
research + concept + illustration +
schematic design + design documentation
Sign types were organized into four main categories; wayfinding, project identity, large murals, and pageantry ( which included a variety of small, fun, and engaging graphics and signage ).
The project itself, was broken into quadrants. Each quadrants utilizing a single branded color to help customers orient themselves, especially in the parking lot.
Colorful signage was added for vehicular and pedestrian
directionals. Some signs included fun facts and playful graphics.
Most notable were the large wall murals - all of which play off
variations and additions of the flower wall and the Baltimore
Oriole.
In the end our package successfully earned our client over 25 million dollars towards their development; the highest investment received as of that date.
