PROCESS Future MKE
Table of Contents
01 02 03 04
DESIGN BREIF
RESEARCH
CREATIVE PROCESS
FINAL WORK
BRIEF & CRITERIA This section contains the overall information about the project and deliverables.
Background Scope Our final step in this project is developing a visual representation of what the future of MKE (specifically Wisconsin Ave) will look like. This is speculative in nature but should reflect your research from past and present. How you approach this should reflect your own working habits and methods as well as possibly your personality. For instance, is your speculation about the future of MKE scientific in nature, or is it based in your optimism/love for MKE. Medium Open Scale: (physical and conceptual): Open Groups: pairs/groups of three or four What is the Future to be? What could the artifact(s) be: Interactive platform Map, Signage/Wayfinding devices Branding assets Campaign & Communication material.
Overview
Objectives
As a team effort, we are aiming to create a
Our objectives are to incorporate greenery
place that people want to be and take pride
and public space back into the city life and
in. We are looking to incorporate a overall
create a natural park space in the middle
brand, greenery and interactive wayfinding
of the city. We are also looking to pledge
kiosks. This will change the overall view
an ode to historical figures, workers, and
of the street as well as provide community
Milwaukee. The park will be our main
spaces. By creating a mid-downtown green
focus, yet we will be applying the brand
space, we are breaking up the concrete/
and greenery into all of Wisconsin Avenue.
skyscraper scenery that defines the
Overall, we want to create a cohesive new
downtown atmosphere. We will create a park brand over the street; this will intertwine to break up the normal feel of the area and
with the greenery and lighting on the street.
create a communal space that invites people
We are aiming to reach locals and bring them
out of the buildings and to travel from their
to Wisconsin Ave to create community.
homes to spend time in the space. The space will hopefully provide bridge the disparate communities of the Wisconsin Avenue into a
Target Audience
single space where people can integrate via
The audience consists of locals that live in
the park that will include areas to rest, plants the Milwaukee area, employees that work to interact with, and play equipment for children. A bike path will travel through the park to link up with other major bike trails in the area to further bring more people into the space.
near Wisconsin Avenue, as well as tourists.
Message
Deliverables
Our message is to build community, spread
Digital Mock-ups: Posters featuring images
positivity and promote city pride. We want
of Wisconsin Ave with architectural mock
to provide people with a green escape from
ups overlaid to show what the areas would
the urban environment, as well as a positive
look like with our park in place.
brand. It is within these spaces that people
Branding Mock-ups: Posters showing
can meet each other, explore all of Wisconsin architectural/3d modeled benches, seating, Avenue and care for our city environment.
lighting, play equipment. Branding will also
The park will focus on sustainability and
include the types of plants we are using and
remediation of the downtown landscape
how they are used within our design will be
through the use of phytoremediation
showcased on a poster.
through plants that will clean street water.
Brand Book: Featuring fonts, images,
Our plants and park will be low maintenance color palettes, design style guidelines and include perennial plants that are suited
for our improvements and also to guide
for the lighting and zoning of the space.
future projects along the street to keep the cohesiveness of our branding. Architectural Model: A to-scale model of the park in place. The model will include lighting, park structures, and plants.
RESEARCH & INSPIRATION This section contains any background information and research observations.
02
Past Research
Present Research
Observations • Very few people interact with each other while on the street • Very limited greenscaping • Lots of areas feel unsafe • Street crossings were difficult • Not very many restaurants • Grand Avenue Mall is empty • official street signage is limited or lacking • Extreme wealth/income disparity depending on parts of the street
Lens: Public/Combo • Influenced by the existing infrastructure • Inspiration from existing cities - Brady/Third Ward - Cincinnati - Nashville Wayfinding • Spending time on Wisconsin Ave • Target Market – tourists and locals alike • Historic influence on present day
Ideas “Make it something that people can be proud of” – Amy Decker • Branding of Wisconsin Avenue - Street signs - Community flags attached to light posts - Wayfinding maps • Wayfinding incorporates history in that particular area - Self-guided walks (or use of public transportation/Bublr bikes) - Solar powered LCD screens - Promotional Videos - Festivals • Presence: Cohesive and engaging signage down the street to connect all parts of WI-AVE • Greenery - Street level - Rooftop gardens - Window plants • Street lighting • Communal spaces - Special edition bus shelters - Lunch spaces – local employees
CREATIVE PROCESS This section contains any brainstorming, ideation, exploration and concepts.
03
Future MKE Inspiration
Phillips Square Inspiration
Preliminary Ideas
Progress Presentations
Progress Presentation 1: • Initial concepts and ideas • Main focus: - Park design and layout - Phillip’s Square branding ideas - Wisconsin Avenue branding ideas
Progress Presentation 2: • Refinement of different aspects of the overall branding • Main focus: - Phillips Square logo design/variations - Wisconsin Avenue logo design/variations - Example of use of both identities together
Sketches
Wisconsin Avenue Logo
Phillips Square Logo
Visual Artifacts
Typography Menlo Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?@#$%&*()”
Menlo Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?@#$%&*()”
Maax Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?@#$%&*()”
Show Space Mock Up
36in
30in
48in
Brand Book
FINAL WORK This section contains the final production of the work.
04
Final Designs
Angela M. Ryan angela.ryan12@gmail.com (262) 224 1060
PROCESS Future MKE