Primary & Ancillary Identities

Retail and corporate services are taking much more of a holistic approach to branding than used to be the case. Things have changed considerably and we no longer rely on a clever branded logo lock up to place on stationary and poorly illuminated capsule signs.

Restated, it has become rather important that retailers and employers create a place people want to, and don’t just need to, spend time at. The brands and employers who succeed in this make sure their patrons and users are surrounded by an experience throughout their visit.

Working with some of the best in merchandising and store experience designers, Experiential Systems helps craft visual communications and interactive spaces that patrons identify with.

Contact us to learn more how we can save you time and help ensure your messaging and branding are communicated clearly.

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Freestanding sign: A sign that is not attached to a building. Monument Sign: A ground sign with low overall height. Legibility: How easy a sign is to read. This is based on the characteristics of letters, numbers, and characters that make it possible to differentiate one from another. Open Channel Letter: A letter that has no face, though a clear face may be used to protect internal components. If illuminated, the light source is visible. Pole or Pylon Cover: An enclosure for concealing and/or decorating poles or other structural supports of a ground sign. Projecting Sign: A building-mounted sign that projects from and is perpendicular to the building’s fascia. Push-Through: A letter or logo that is cut out of a backing material as thick or thicker than the sign face. The material is then mounted on the inside of the sign face so that it is flush with or extends through and beyond the front of the sign face. Readability: All of the characteristics of the letters, numbers, and symbols that allow the observer to perceive the right message. Retroreflective: The quality of a surface that reflects light directly back toward its original source. Wayfinding: A type of sign that allows users to find their way, using information provided along the travel path.

Role: VariedArchitect: VariedOwner’s Representative: VariedEmployer: Varied

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Identity design is the process of creating a visual language to represent a brand, product, or service. It is a form of visual communication that has been used for centuries. From ancient hieroglyphs and symbols to modern logos, brands, and signage, identity design has been a way to communicate ideas and messages to a wide audience.

Today, identity design is more important than ever. It is no longer enough to simply create a clever logo and place it on stationary and signage. Instead, retailers and corporate services must create an immersive experience for their patrons and users that goes beyond a logo alone. Experiential Systems is at the forefront of this movement, working with some of the best in merchandising and store experience designers to craft visual communications and interactive spaces that patrons can identify with.

Experiential Systems is an environmental graphic design firm working with stellar partners in architecture, urban design, and private clientele.

Research & Planning

Cities, large campuses, and urban environments are all complex adaptive systems. Working with stellar partners in architecture and urban design, we identify thematic and formal contexts, user profiles, and circulation paths to inform a strategy which works for the agents and users of the system.

Environmental Graphic Design

Connecting people to places through the visual systems communicating identity and information. Staying tuned to the patron's/user's experience within built environments. Placemaking, EGD, Code Compliance, Life Safety,etc.


Placemaking is always a cooperative, multi-faceted approach to planning, design and management of public spaces. We work with all stakeholders like architects, interior designers, furniture & fixture designers, and owners. To bring experiential places to life we’re typically enriching the patron's and or user's interaction.


Thoughtful wayfinding information systems guide people through environments. Complex built environments, public realms, and urban centers have ever evolving systems. They’re found everywhere including City Centers & Entertainment Districts, Higher Education & Health Care Facilities, Luxury Residential & High-End Corporate Campuses, Bio-Medical & Research Facilities, and Federal & Local Government Complexes.

Architectural Signage

Complimentary architectural sign system design and planning. Historic Preservation, Overlay Districts, Master Sign Programs, and Branded Environs. Available from discovery and design development through documentation & tender management.

Signage Design

Experienced design of identity systems for a broad range of industries. Corporate Brands, Retail Storefronts, Mixed Use Developments, Higher Education, Health Care, and other Institutions all inherently require sign identification. Creating a highly visible landmark or and eye catching gem of a sign supports a location’s success.

Sign Systems

Experiential Systems is a valuable semiotic resource. Hassle free planning and programming of complex architectural signage systems. Complete hierarchical analysis covers room identification, code compliance, life safety, and wayfinding from every path of travel.

Graphic Design

Strikingly bold or subtly conservative we craft visual content to communicate your message. We provide marketing & advertising lock ups, technical illustrations, architectural renderings, and interactive & immersive solutions.

3D Modeling

Strengthening the quality of the design intent is the translation from concept to a modeled visualization anyone can easily digest. Prior to building a million-dollar solution, we can test the impact of such with rigor.

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