Forest City hired RSM Design to study the site and produce a number of strategic interventions by the way of environmental graphics, including a new brand identity and logotype for the offices, and an additional wayfinding signage program. The challenge RSM Design faced was creating an identity and signage system that integrated with the existing architecture in terms of color, type, and form. The office space required a differentiated identity from the commercial center, and in the end, that became a vital selling component of signing leases.
In addition, the connections between the parking garages and retail center were challenged, and RSM Design studied the site to identify important sightlines for wayfinding signage in especially difficult locations. Adding a simple tenant listing at key stair cores and in the adjacent town square improved awareness of the upper-level tenants and helped improve circulation to the second floor. In the end, RSM Design created a tailored solution for the project's unique requirements and addressed the specific challenges of the project and the site.