Explore Experiential Graphic Design

221 Main Digital Facade

Entry Statement

ESI Design creates a digital streetfront experience in an evolving San Francisco technology hub.

Thanks to an influx of new technology companies along the Spear Street Corridor in San Francisco, the neighborhood around 221 Main Street is rapidly evolving into a technology hub. Owner Beacon Capital Partners saw the chance to position the building as an anchor for the growing area, and decided to update the building’s façade to create a distinctive visual landmark in sync with the new-tech vibe.

Under Armour China Experience

Retail Theater

Under Armour’s new Shanghai store flips the traditional retail model and focuses on experience over product. Designers HUSH will be at Xlab 2014 to tell the story!

14 eg feature articles header

Contributing Members Blog

Thu, 10/02/2014 - 12:59am
Posted Thu, 10/02/2014 - 12:59am in Justin

If you haven’t noticed the digital world has changed dramatically in the last three years. When the first Xlab hit the streets of New York in 2011, we were living in a mobile centric world where Steve Jobs had just departed our planet, Siri was launched, and every one was consumed with the latest apps. In 2012, Xlab headed to Austin and we gradually started to see that digital in spaced was going to be far more powerful than just devices.

Emmaus House, Atlanta
Wed, 09/03/2014 - 11:26am
Posted Wed, 09/03/2014 - 11:26am in Pat

By Lynne Bernhardt

We were astounded by the creativity and enthusiastic participation of all our members who took part in Design Improv(e) during the 2014 SEGD Conference in Atlanta.

SEGD_SDA New York xChange meet up
Wed, 09/03/2014 - 10:59am
Posted Wed, 09/03/2014 - 10:59am in Clive

Due to strong interest, this event is sold out.

We are excited to announce a unique opportunity for SEGD members to meet with Board Members of the Japan Sign Design Association as they celebrate their 50th Anniversary by touring the United States. The Board Members are very interested in meeting members of the SEGD New York Chapter and have organized a venue for this to be possible.  

SEGD CEO Update August 2014
Fri, 08/29/2014 - 2:27pm
Posted Fri, 08/29/2014 - 2:27pm in Clive

By Clive Roux, CEO

You all know the feeling: While you are in the thick of things, it does not seem as if much is moving. That is until you have a moment to stop and look back on where you have come from. That is the kind of summer SEGD is having.

Jim Bolek Fence Project
Tue, 07/29/2014 - 10:40am
Posted Tue, 07/29/2014 - 10:40am in Pat

I Have Not Lost My Marbles

By Jim Bolek

When my wife Sheila and I restored our house 27 years ago, we built a block wall around the backyard to keep in our dogs and kids, and keep out other dogs and kids. But we wanted to be good neighbors, so the wall was only four feet tall. (We had small kids and non-jumping dogs.) We could talk across the fence, keep tabs on yards when neighbors weren’t home, see their dirty laundry, and so on. Nude sunbathing was out, but that was rarely an issue.

Wed, 07/02/2014 - 8:14am
Posted Wed, 07/02/2014 - 8:14am in Pat

By Sharon Jiskra Brooks

I was invited to speak recently at an SEGD Chicago chapter event.

The event took place early in the morning, on an upper floor of one of the many great towers right in the heart of downtown Chicago.

Though some might compare the eclectic backgrounds of this group to that of Chicago’s original “Breakfast Club,” this group comes together on their own terms to pass the time, schooling themselves on various trending topics impacting their careers.

Wed, 06/18/2014 - 8:29am
Posted Wed, 06/18/2014 - 8:29am in Pat

By Teresa Cox, APCO Graphics

The challenges women have always faced in the workplace—imbalances in leadership, unequal pay, juggling work and personal life, and living down feminine stereotypes—are still alive and well for women in EGD, despite the more liberal nature of the design world.

These realities create both frustrations and opportunities, said participants on SEGD’s Women in Design panel at the 2014 SEGD Conference in Atlanta June 5-7.

SEGD Wayfinding Photo Challenge
Tue, 06/10/2014 - 3:22pm
Posted Tue, 06/10/2014 - 3:22pm in Pat

Perkins + Will’s Atlanta Branded Environments team hosted the SEGD Wayfinding Photo Challenge for attendees of the 2014 SEGD Conference. It was a great way to add even more fun to the conference and explore the power of social media as a tool for placemaking and economic development.

More and more, we are seeing how regular citizens with camera-enabled smartphones can help shape the future of a city’s brand. Our goal was to provide further evidence of this changing power structure in the field of design.  

Mon, 05/19/2014 - 5:10pm
Posted Mon, 05/19/2014 - 5:10pm in Pat

Local designers give tips on things to do and places to go when you come to Atlanta for the 2014 SEGD Conference June 5-7, 2014!

SEGD May Update
Thu, 05/15/2014 - 4:13pm
Posted Thu, 05/15/2014 - 4:13pm in Clive

2014 is developing well for SEGD as we continue to improve our programming quality, participation, and growing membership.

With our annual conference coming up in three weeks, you can feel the excitement building. Conference materials are rolling into the SEGD office. Steve Carlin, our 2014 Conference Chair, has put together an amazing program. Registrations are rolling in and approaching the San Francisco levels already. Designers are starting the stampede to Atlanta and looking at the activities planned, it’s no wonder!


Member News

The site provides expanded access to the solutions and products you’ve come to expect from IDS as well as case studies and whitepapers.

Entro Communications developed wayfinding and signage for Eighth Avenue Place, one of Calgary's newest and most luxurious office buildings.

Interior graphics will celebrate the Pacific Northwest region’s unique connection to the natural environment, with a large-scale logo created out of locally sourced, reclaimed lumber planned for the lobby.

Dynamic bas reliefs honor benefactors of the new Franklin Institute Pavilion, their kinetic patterns engaging visitors and setting an exciting tone for the interactive experiences within.

Harbinger introduced the hashtag as part of a campaign for Harbinger and Clear Channel. It's turned into a great way to see some of the country’s coolest and most hilarious signs.

Syntech Thermoform signs

Syntech Architectural Signage (Burlington, N.C.) has broadened its ADA signage offering to include thermoforming and photopolymer processing.

Frost*collective worked with Charter Hall, one of Australia's largest managers of office, retail, and industrial properties, on a new headquarters in Sydney.

Deborah Sussman (2013)

Deborah Sussman, FSEGD, the EGD pioneer who started her career as a protege of Charles and Ray Eames, died August 20 at the age of 83.

The legibility of the colored lift cores was central to the winning wayfinding strategy. The innovation was the use of color as a wayfinding tool to correspond with vertical circulation rather than the usual solution, which would have been to color code levels within a multi-story building.

A new book presents a wide array of David Rockwell's brilliant explorations of the rich intersection between architecture and theater.

The MTA agreed on the reissue with one condition: it will only be available during a 30-day Kickstarter campaign. After that, the book will never be reissued again.

Lee Skolnick and Melissa Riker, artistic director and choreographer of the Kinesis Project Dance Theatre, are premiering a piece inspired by the vulnerability that came to light after Hurricane Sandy - both in structures and in people.

The Buzz

SEGD's List of relevant links from the web.

Connecting the environment to the internet requires cell networks. JC Decaux and Alcatel-Lucent are partnering to provide city wide hot spots to enable Smart City type data transmissions to occur.

Wayne Hunt Recently conducted a tour of the National Mall for the SEGD Experience and Exhibition Workshop. He discussed his design process and gave insights into problems encountered in the design of the Mall captured in this blog post by Rachel Downey.

Colourful Design Strategy's Emily Penny has some great tips on writing an effective design brief, including "Dramatize the problem."

Essi Salonen has created an evaluative framework and recommendations for best practices in Design Collaboration. The project is her thesis for the MA Communication Design at Central Saint Martins, London.

Design Within Reach chronicles the resurrection of Lou Dorfsman's "Gastrotypographicalassemblage."

Ideo.org has released the latest iteration of the Design Toolkit, their Human Centered Design materials. Replace the developing world focus and look at this toolkit through the eyes of an XGDer working on solving city problems and suddenly it becomes a hugely valuable methodology for you.

This fall, IIT Institute of Design is hosting a new, hands-on event called BarnRaise October 13-15, 2014. Space on the teams is limited, so hurry and register to join a team today! 


Jonathan Glancey explores the enduring appeal of these quaint but powerful pictograms.

EDRA, the Environmental Design Research Association has a call for papers for their LA conference to be submitted before the 22 September.


Research on the Landscape of Accountable Healthcare from EDRA in conjunction with the New York School of Interior Design describes how a patient focus is changing an industry. Lots of great information to build a case for better communication within the hospital system.