TD Ameritrade Retail Compendium by HOK Experience Design

O N - B R A N D R E TA I L D I S P L AY S A H I S T O R Y O F R E TA I L E N V I R O N M E N T E V O L U T I O N

N AT I O N W I D E

Vision Buildingâ&#x201E;˘ A Financial Journey Brand Alignment and Experience Optimization Inside the Resource Centers

Table of Contents 3

Design Approach and Process for Version 1

Design Approach and Process for Version 2

Design Approach and Process for Version 2.1

Retail Branch Version 1

Retail Branch Version 2

Fly-Through Rendering

TD Ameritrade Retail Branch

S C A N T O D O W N L O A D T H E C A S E S T U DY

Possibilities Sketchbookâ&#x201E;˘

TD Ameritrade Retail Branch

Version 1 Transitional Branch

TD Ameritrade Retail Branch

Design Approach and Process for Version 1 Facilitated Success Strategy

Visual Listening We facilitated a Vision Building

Current Reality Scorecard

our survey of today as a starting point for achieving the desired tomorrow

session with

Quality is a value judgment that varies with every individual. It is subjective. Nonetheless, quantification is useful. A graphic display of the assessment helps illustrate, in a relative manner, the differences or consensus among the evaluators. Comparing and discussing the reasons for these patterns leads to a clearer evaluation of the current reality for each project.

your selected representatives with the intent of

Brand

Culture

Assessment Graph Instructions

developing a common understanding around the

1. Use this graph for illustrating the pattern of scores. 2. Enter the total score for each consideration on the graph.

following issues: process methodology, vision for

Score 1 2 3

the desired project endstate, alignment of goals,

4 5 6 7 8

issues, challenges and concepts, definition of deliverables, and schedule.

9 10

Indication Complete Failure

Example Completed Graph

Critically Bad Far Below Acceptable Poor Acceptable Good Very Good

Brand

Excellent Superior Perfect

Culture 8

4 6

Competencies

Community

3. Mark the point on the graph representing the score. 4. Connect the points on the graph to form a quadrilateral.

This meeting ensured that we are aligned in

Competencies

Community

our mission to address issues that are key to the projectâ&#x20AC;&#x2122;s success. We took the participants through the visioning process, identifying opportunities and charting a road map for followon development. We identified critical milestone

Attributes of the Solution

your expectations solicited for each spectrum.

dates throughout the process. It is our intent that the Vision Building

Please view each of the following word pairs as two extremes of an attribute spectrum. We would enjoy some expectation settings for each spectrum. Please place a dot or highlight a section of each spectrum to indicate your desired settings for the visual communications and graphic display component of your project.

summary we developed

validates the teamâ&#x20AC;&#x2122;s go-forward direction.

What does success look like for each internal stakeholder

Innovative solution

|_____|_____|_____|_____|_____|_____|_____|

Practical solution

Timeless content

|_____|_____|_____|_____|_____|_____|_____|

Timely content

Corporate

|_____|_____|_____|_____|_____|_____|_____|

Humanistic

Global focus

|_____|_____|_____|_____|_____|_____|_____|

Local focus

Orchestrated

|_____|_____|_____|_____|_____|_____|_____|

Ad hoc

Literal

|_____|_____|_____|_____|_____|_____|_____|

Lyrical

Print and posters

|_____|_____|_____|_____|_____|_____|_____|

Pixels and screens

Static

|_____|_____|_____|_____|_____|_____|_____|

Interactive

Two dimensional

|_____|_____|_____|_____|_____|_____|_____|

Three dimensional

Integral with architecture

|_____|_____|_____|_____|_____|_____|_____|

Applied to architecture

Permanent

|_____|_____|_____|_____|_____|_____|_____|

Changing

Fixed in place

|_____|_____|_____|_____|_____|_____|_____|

Mobile

Curator required

|_____|_____|_____|_____|_____|_____|_____|

Self-maintaining

Culture sprinkled

|_____|_____|_____|_____|_____|_____|_____|

Culture immersed

TD Ameritrade Retail Branch

Designing Experience Aligned Experience

Aligned Experience

How to increase customer engagement and reduce their sacrifice We have two IRAs, three 401(k)s, one ETF and two CDs.

The attributes of brand personality can be

That’s a list, not a plan.

expressed in the environment. Downloading on-brand expectation into the workplace can

Introducing the retirement funds you don’t have

help express a desired personality or process or

to rebalance, reallocate, revise or re-anything.

behavior. As well, it can help extinguish undesired

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personality, process, or behavior at either the

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competency level or the individual level.

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The Independent Spirit Having many different investments is not the same as having a balanced, integrated plan. But where can you get the help you need to put the right plan together? At TD AMERITRADE, you can talk with our approachable investment consultants, who will help you tailor a portfolio based on your risk tolerance and your specific goals. You’ll also have access to helpful tools like Morningstar Instant X-Ray.™ It helps you analyze your portfolio, so you can find areas of imbalance and make sure you’re properly diversified. We give you all the resources you need as you work towards your investment goals. Call, click or visit us at over 100 local TD AMERITRADE offices. And turn your list into a plan.

Before investing in an ETF, carefully consider the investment objectives, risks, charges and expenses. For a prospectus containing this and other important information, contact a Client Services representative at 800-669-3900. Please read the prospectus carefully before investing. Market volatility, volume and system availability may delay account access and trade execution. ETFs can entail market, sector and industry risks similar to direct stock ownership, and trading® prices may not reflect the actual net asset value of the underlying securities. There is no assurance that the investment process will consistently lead to successful investing. Diversification does not eliminate the risk of experiencing investment losses. TDAX Funds, Inc. Independence ETFs are distributed by ALPS Distributors, Inc. XShares Advisors LLC serves as advisor to the Funds. Amerivest Investment Management LLC serves as a sub-advisor to the Funds. TD AMERITRADE is not affiliated with TDAX Funds, Inc., XShares Advisors LLC or ALPS Distributors, Inc. Amerivest Investment Management LLC is a subsidiary of TD AMERITRADE Holding Corporation. TD AMERITRADE, Inc., member FINRA/SIPC. TD AMERITRADE is a trademark jointly owned by TD AMERITRADE IP Company, Inc. and The Toronto-Dominion Bank. ©2007 TD AMERITRADE IP Company, Inc. All rights reserved. Used with permission. TDX 120 Exp. 09/2008

TALK TO US TODAY AND GET A FREE INVESTMENT CONSULTATION 877.TDAMERITRADE

TDAMERITRADE.COM

The Independent Spirit Market volatility, volume and system availability may delay account access and trade executions. Morningstar® and TD AMERITRADE are separate and unaffiliated companies and are not responsible for each other’s services or policies. TD AMERITRADE, Inc., member NASD/SIPC. TD AMERITRADE is a trademark jointly owned by TD AMERITRADE IP Company, Inc. and The Toronto-Dominion Bank. ©2007 TD AMERITRADE IP Company, Inc. All rights reserved. Used with permission.

Brand Guidelines

maximize your

impact

How to Increase Customer Engagement aAnd Reduce Their Sacrifice

TD Ameritrade Retail Branch

Analyzing Current Brand and Media Assets

Experience Spectrum Interpreting Brand Strategy in Three Dimensions

TRADITIONAL “Bring Money”

Recent Brand Journey

“A-Part-Of” This Arena Yet “Apart-From” These Players

TRANSITIONAL

TRANSFORMATIONAL

“Make Money”

“About Money”

Exclusivity

Accessibility

Edu-vestment

Cherry Wood

Blonde Wood

Recycled Wood

Kelly Green

TD Green

Sustainable Green

Polo Store For Stocks

WAMU for Investing

Gathering Place for Investing Community

Visible Barriers

Translucent Stalls

Visual Explanations

Stock Brokerage

Financial Planning

Financial Destinations

Established Wealth

Disposable Income

Redefining Wealth

Personal Reactions in Commerce

Comfortable with Personal or Portal

Click Thru Comfort Looking for “Community”

Older Male

35-55 50% Male/Female

Demographic Spectrum

We Are Here Today TD Ameritrade Retail Branch

Brand Distribution Strategy Strategized Experiences: Scripting a Consistent Organizational Personality in Three Dimensions

Experience Strategy We employ a thematic story that verbally and visually ties up diverse human activities into a sense of place. We also want multi-site clients to experience a consistent organizational personality in their environments. What we are offering is environment design that supports any number of scripted and strategized experiences that result in visitors downloading specific and overall on-brand knowledge about a commercial culture. The take-away message of

Suggested Alterations to Floorplan

Messaging Possibilities

Service Spectrum Source Art

the facilities can now be dimensionally scripted to support the marketing, sales, recruitment, retainment, and partnering related endstates desired by the enterprise.

Hospitality Amenity

Building Support

Welcome Greetings Team Advocacy

Client Hospitality

Employee Support

Chemistry Setting

Employee Amenity

Personal Advocacy

Privacy

Personal Advocacy

Attractive Messaging

Privacy

Personal Advocacy

Privacy

Personal Advocacy

TD Ameritrade Retail Branch

3L1

Visual Interest

3M3 3M1

3L1

12a

Information Connection Accessible Enterprise

Identity Information

Entry Signals

Messaging Possibilities

5a1

Information Education

Define Activity Zones

14a

10a

Accessible Environment

Accessible Environment Privacy

Enterprise Identity

Reinforce Identity + Services

Privacy

21a

Information Education

Business Support

Power Path at Reception Desk

Window Shade Digital Output

Small Poster Holder (Wall-mounted)

3M1

Medium Poster Holder (Wall-mounted)

3M3

Medium Poster Holder (Free standing, double-sided)

3L1

Large Poster Holder (Window hung)

Entry Door Graphic(s) (Double door)

5a1

Kiosk Area

Interior Logo at Reception

Office Vision Screen

Office Occupant Sign

10a

Image Wrapped Tack Board (Horizontal)

Flip White Board

12a

Corridor End Wall Display

Restroom Mirror Graphic

14a

Master Mural (Standard size)

Themed Art

Green Paint Wall

Awards Rail

21a

Mural Wall (Standard size)

Collateral Labeling

SIPC Sign

Door Mat

Full Scale Storytelling Rapid Conceptualization

Vision Screens

Storefront Powerpath Entry Marker

Window Shade Digital Output

Mural on Fascia Overhead

Fabric Output w/Imagery

(interior option)

• Web Faces • Stage of Life Faces • TDA Manager Face

Entry Door Graphic(s)

(Hours, Legalities, Emergency Contact Info)

Interior Logo at Reception

Office Vision Screen

Office Occupant Sign

10 Image Wrapped Tack Board

(location each office plus amenity areas)

11 Get Set Display Panels Fabric Output w/Imagery

12 Hallway End Wall Display 13 Restroom Mirror Graphic 14 Mother Mural

(Serves multiple purposes in different croppings/scales)

16 Themed Art

(tied to geographic location)

17 Translucent Bezels

TD Ameritrade Retail Branch

Schematic Design Rapid Conceptualization Computerized

Design Charette The following layouts represent the results of a one day design charette held in our design studio. None of the art illustrated is representative of a finished product. All of what you see are notions. Sparks of ideas that need to be fanned and flamed. Their inclusion here signals an interest, and an investment, in our helping your project succeed. A commercial contract to engage as part of TD Ameritrade team would allow HOK to deliver the graphic products you desire using the design process described in the closing pages of this page.

TD Ameritrade Retail Branch

Design Development

TD AMERITRADE 1133 Sixth Avenue New York, New York

Geography, Demography, Technology Triptych

1'-6"

Independence is the spirit that drives America’s most successful investors

Design Development. We supplement our visual

small group presentation, as well as large group

Trades Funds

“Only” $100,000 Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

4'-0"

presentations or our design development efforts depicting which art goes where on what media.

2'-6"

Collecting critique and client comments at this presentation would conclude this step.

Front Window Graphics with Technology Option Elevation Scale: 3/8" = 1'-0"

Elevation Scale: 3/8" = 1'-0"

Elevation Scale: 3/16" = 1'-0"

Front Window Graphics with Technology Option

7'-11"

1'-6"

6'-5" (?)

3'-0"

13'-2"

6'-8 3/4" 1'-6"

Elevation Scale: 1/8"Graphics = 1'-0" Front Window with Column Wrap Option

15f

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

529

Funds

Column Wraps

IR A

and that’s the best feeling in the world.

Trades

12.27.07

We want to help you succeed on your own,

529

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

IR A

more confident and more successful investor.

12.17.07

401(k )

We are here to help you become a smarter,

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

401(k )

Translucent Bezels

1'-6"

design with royalty-free stock photography. The

Window Shade 2.14.08 Digital Output HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

respond to the facility locations agreed upon in

13'-2"

in Schematic Design and develop designs that

evolution of our design will include in-process

6'-5" (?)

We use the knowledge and digital assets collected

7'-11"

12.10.07

TD AMERITRADE 1133 Sixth Avenue New York, New York

Visual Computing

TD AMERITRADE Ser vice Center Visual Kit of Par ts

TD AMERITRADE 1133 Sixth Avenue New York, New York

Develop Designs for Acceptance

TD Ameritrade Retail Branch

FABRICATOR TO PROVIDE:

Develop Designs for Acceptance 9'-1"

Shop Drawings Material Samples (Qty: 1) 3” X 3“ Paint Sample on acrylic for gloss finish and color review(Qty: 2 each) Layout Patterns Copy Mounting template V.D.C. Sample Line of Copy per Project Typestyle ___________________

9'-2"

2'-11 1/8" 4'-11 3/8"

2'-5 1/4"

3'-6"

Elevation (update rquired) Scale: 1/8" = 1'-0" 1" 1/2"

Reception Wall

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

HOK VISUAL COMMUNICATIONS TO PROVIDE: Digital File (Illustrator CS3), Sample layout Camera Ready Art Color Swatches to match samples ______________

NOTES: Logo - rectangular background FCO of 1” thick acrylic or PVCis to be painted Matthews Acrylic Polyurethane Paint MP00468 to match PMS 361 Green. Raised “TD” to be 1/2” thick acrylic or PVC painted White Matthews Acrylic Polyurethane Paint MP03673 and applied to Green square portions of logo. Individual acrylic dimensional letter forms, “AMERITRADE”, painted Matthews Acrylic Polyurethane Paint MP15686 to match PMS 5535 dark green. All surfaces to be eggshell finish.

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

Design Development

Background to be fabric-wrapped panel on 3/4” substrate with Z-clip mounting. Fabric is FabriArt Dye-Sublimation: Oxford-DS with Scotch Guard protection. All faces, edges, and returns are finished. Letterforms are pin mounted flush with digitally printed fabric background. Pins and all other fasteners are to be concealed from view. Fabricator is to field verify all mounting conditions prior to fabrication and installation.

5b.0 Mural Wall

GUIDANCE invest

goal straight for ward

planning

enpower

Confidence

Independence

R e t i r e

solutions

Three dimensional acrylic letters painted to match logo PMS colors.

thrive

Elevation Scale: 3/8" = 1'-0"

Choices

Future

Aspire

Example Illustration Only

Thrive

Detail Scale: 1/8" = 1'-0"

Achieve

Planning Invest Goal

Retire

New lighting atop office roof

14m

58'-7"

Graphic Films On Office Window

New lighting atop office roof

TD Ameritrade Retail Branch

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

2.26.08

Mother Mural

Themed Art

Dreams

Straight Forward Independence Solutions

Guidance Confidence Empower

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

5'-3"

Perspective view

4.22.08

Digital output on fabric.

Interior Logo at Reception

7'-2"

TD AMERITRADE 1133 Sixth Avenue New York, New York

Plan View Scale: 3/8" = 1'-0"

Construction Document

Darkest green circles to be cut from 1/4”-1/2” thick acrylic, depending on diameter. Paint to match appropriate color, and laminate to sign face.

HOK VISUAL COMMUNICATIONS TO PROVIDE: Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

5'-8 3/8"

Eq.

1'-7 1/2"

Three dimensional acrylic letters

Eq.

2'-2"

3/16"

1'-6"

2'-2"

Eq.

Shannon Sellers

Robert Buyers

Trade Analyst

Stock Broker

1/2"

NOTES: “Get Set” panels (approximately 36“x48”) are used to display TD Ameritrade ad campaign messages. Get set product panels are supplied to the showroom location by client for graphic installation.

NOTES:

6'-2"

FABRICATOR TO PROVIDE:

Shop Drawings Material Samples (Qty: 4) 3” X 3“ Paint Sample on acrylic for gloss finish and color review(Qty: 1 each) Layout Patterns Copy Mounting template V.D.C. Sample Line of Copy per Project Typestyle ___________________ Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

Elevation Scale: 1/4" =1'-0"

This is an optional panel for a shorter wall

Fabricator to field verify measurements and mounting conditions prior to fabrication and installation.

HOK VISUAL COMMUNICATIONS TO PROVIDE:

Planning

Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

2'-11"

Graphic fades to white on left and right edges. Wallpaper to cover wall edge to edge.

FABRICATOR TO PROVIDE:

Shop Drawings Material Samples (Qty: 2) 3” X 3“ Paint Sample on acrylic for gloss finish and color review(Qty: 1 each) Layout Patterns Copy Mounting template V.D.C. Sample Line of Copy per Project Typestyle ___________________

Straight Forward 3'-10"

9'-8"

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

Thrive

HOK VISUAL COMMUNICATIONS TO PROVIDE: Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

Guidance

Elevation Scale: 1/2" =1'-0"

Interior Logo at Reception

Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

70-1/2" (field verify)

Section A

Section B

planning

s o l u t i o n s

empower

Section C

THRIVE

Confidence

R e t i r e

INVEST

independence

goal

STRAIGHT FORWARD

20-1/2" (field verify)

Guidance

solutions

Achieve

Best Sample Area Elevation Scale 1/2” = 1’-0”

NOTES: Premium full color photo quality high resolution (300 to 600 dpi minimum) Supergraphic: The process for digital output is direct Vuteck flatbed printing, using solvent based U.V. curable inks, directly on the 54 in. wide roll of Piedmont Plastics Nassau Dunes wallpaper material.

17'- 1"

Application to the wall is done using vinyl wallpaper paste. Mural should have clean, smooth, even application free of bubbles and wrinkles and other imperfections.

Holman Ledge or similar to match

16 19

DIMENSIONS

The panels are double cut at the seams for a flush installation.

3' Ledge Overall: 36'' wide x 3.5'' deep x 4.5'' high Maximum Weight Capacity: 120 pounds

Graphic image provided by HOK as Illustrator CS3 files with .jpeg image links.

DIMENSIONS

Fabricator is responsible for a 12” x 12” sample proof of the final artwork at full size and resolution on specified material required for review prior to final output.

2' Shelf Overall: 24" long x 6" deep Maximum Weight Capacity: 40 pounds

Fabricator to provide warranty and installation guideline information on this product prior to fabrication and installation.

East Wall Elevation Scale: 1/8" = 1'-0"

Custom Shelf

12.0

Fabricator to provide warranty and installation guideline information on this product prior to fabrication and installation.

5'-11"

HOK VISUAL COMMUNICATIONS TO PROVIDE:

Off the shelf awards wood fabrication display system painted black. Mounted at various heights to receive plaques and awards. Suggested vendor: Pottery Barn. Product description: 16 19

Graphic image provided by HOK as Illustrator CS3 files with .jpeg image links. Fabricator is responsible for a 12” x 12” sample proof of the final artwork at full size and resolution on specified material required for review prior to final output.

Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

8.1

16 16

The panels are double cut at the seams for a flush installation.

2 2

HOK VISUAL COMMUNICATIONS TO PROVIDE:

Client Hospitality Scale: 1/8" = 1'-0" 10b — 2" to separate Panels Vertical

NOTES:

Application to the wall is done using vinyl wallpaper paste. Mural should have clean, smooth, even application free of bubbles and wrinkles and other imperfections.

Fabricator responsible for applying precise edge to edge digital print size onto product panels in seamless application.

Shop Drawings Material Samples (Qty: 3) 3” X 3“ Paint Sample on acrylic for gloss finish and color review(Qty: 4 each) Layout Patterns Copy Mounting template V.D.C. Sample Line of Copy per Project Typestyle ___________________

Client Hospitality Scale: 1/8" = 1'-0" 10a — 2" to separate Panels Horizontal

Mounted to glass with 1/8” Very High Bond Tape and a metallic silver opaque backing plate.

Detail Scale: 3/8" = 1"

FABRICATOR TO PROVIDE:

2'-0"

1'-0"

3'-0"

3 1/2"

4'-0"

FABRICATOR TO PROVIDE:

Shop Drawings Material Samples (Qty: 3) 3” X 3“ Paint Sample on acrylic for gloss finish and color review(Qty: 1 each) Layout Patterns Copy Mounting template V.D.C. Sample Line of Copy per Project Typestyle ___________________

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

1-8" 4-1/2" 10'-0"

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

12" HOK VISUAL COMMUNICATIONS TO PROVIDE:

4-1/2"

HOK VISUAL COMMUNICATIONS TO PROVIDE:

Digital File (Illustrator CS3), Sample layout Camera Ready Art Color Swatches to match samples ______________

3'-6"

Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

East Wall Elevation Scale: 1/4" = 1'-0" Office Elevation Scale: 1/4" = 1'-0"

21.0

Fabricator to field verify measurements and mounting conditions prior to fabrication and installation.

13'-0"

Hallway End Wall Display

Premium full color photo quality high resolution (300 to 600 dpi minimum) Supergraphic: The process for digital output is direct Vuteck flatbed printing, using solvent based U.V. curable inks, directly on the 54 in. wide roll of Piedmont Plastics Nassau Dunes wallpaper material.

2 2

Digital output: lambda quality digital print printed onto cling film is then applied to face of Get Set panel. Panels have markerboard finish.

2 3

Metallic silver opaque backing plate

Wall mounted poster holder refers to 3.0

digital artwork files.

Photo on insert optional.

Glass

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

4' 6" Words And Photo Imagery Elevation Scale: 3/8" = 1'-0"

1/8" Very High Bond Tape

Custom markerboard for handwritten notes or magnetic note holder.

back Mon. Jan. 7th

Fabrication Sample Complete panel (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

Smith Graphics Inc. drop in system.

3/8"

Detail Scale: 1/2" = 1'-0"

Shop Drawings Material Samples (Qty: 1) 3” X 3“ Paint Sample on acrylic for gloss finish and color review(Qty: 1 each) Layout Patterns Copy Mounting template V.D.C. Sample Line of Copy per Project Typestyle ___________________

Smith Graphics Inc. drop in system.

Investment Planning Made Easier simple, realistic solutions to help you meet your goals

Graphics Detail Scale: 1/2" = 1'-0" Front Door Elevation Scale: 1/4" = 1'-0"

All signs to be first to be first surface to allow for second surface mounting of Vision Screen.

4.22.08

3'-2"

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

performance specifications, location drawings,

3'-8"

White vinyl copy applied to rear surface of glass.

Investment planning made easier - simple, realistic solutions to help you meet your goals.

Typefaces: Folio Standard Light, Medium, Bold.

3/8" 3/16" 3/8" 1/4" 1/8"

FABRICATOR TO PROVIDE:

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

1 1/2" 1"

3-1/2"

Inserts are provided by TD Ameritrade. A template (made in Microsoft word) for printing the inserts is available by download at www. smithgraphicsinc.com.

4.22.08

Buildup of Green/White vinyl applied to rear surface of glass.

Welcome We Are Open Monday to Friday 8:00 am to 5:30 pm and by Appointment

4.22.08

Custom markerboard applied to standard 4”x4” Smith Graphics insert holder.

Copy Detail Scale: 1" = 1'-0"

usually include design intent drawings,

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

3" Best Sample Area

9'-2"

5 1/4"

Eq.

Entry Door Graphic(s)

graphics contractor. Fabricator’s instructions

2'-1 1/2"

3/16"

1/16 thick acrylic painted metallic silver to match sign, cut the same size as the sign perimeter is required when sign is mounted to glass to conceal mounting from the reverse side of the glass over rear mounted Vision Screen.

3/8"

4.1 Eq.

Fabricator is to field verify all mounting conditions prior to fabrication and installation. FABRICATOR TO PROVIDE:

All signs are mounted 60in. to tactile braille area.

Shown with Vision Screen in place.

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

Remove existing vinyl graphics.

3/16"

Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

Elevation (update required) Scale: 1/8" = 1'-0"

NOTES: Background to be fabric-wrapped panel on 3/4” substrate with Z-clip mounting. Fabric is FabriArt Dye-Sublimation: Oxford-DS with Scotch Guard protection. 2"

3'- 8"

Side View Scale: 1/4" = 1'-0"

Kiosk Wall

Digital File (Illustrator CS3), Sample layout Camera Ready Art Color Swatches to match samples ______________

HOK VISUAL COMMUNICATIONS TO PROVIDE:

2'-5 1/4"

Elevation Scale: 1/8" = 1'-0" HOK VISUAL COMMUNICATIONS TO PROVIDE:

Clear photopolymer overlay applied to acrylic insert with room number tipped with Mathews Acrylic Polyurethane Paint MP00468 to match PMS 361 green.

5'-8 1/2"

2'-5 1/4"

Fabricator is to field verify all mounting conditions prior to fabrication and installation.

5'-8 1/2"

4.22.08

5'-8 1/2"

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

5'-6 3/8"

Background to be framed digital output printed to fabric with Moss Groove framing system.

2'-5 1/4"

Example Illustration Only

NOTES: Large continuous custom “Drop in name plate” smith graphics painted acrylic sign in silver metallic with 4” x 8“ inserts. Signs to be ordered by contractor at: www.smithgraphicsinc.com.

All faces, edges, and returns are finished. Letterforms are mounted flush on digitally printed fabric background. Pins and all other fasteners are to be concealed from view.

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

4'-11 3/8"

5a1

2'-5 1/4"

resolution to be used for output by the successful

3'-6"

solutions

thrive

NOTES: Individual acrylic dimensional letter forms, of 1/2” thick acrylic or PVC is to be painted white. All surfaces to be eggshell finish.

9'-2"

2'-11 1/8"

R e t i r e

Elevation Scale: 3/8" = 1'-0"

FABRICATOR TO PROVIDE:

9'-1"

enpower

2" 2"

Fabricator is to field verify all mounting conditions prior to fabrication and installation.

planning

9' - 8"

NOTES: Buildup of 3M scotchcal opaque green and white vinyl and applied to the second surface of glass in a way that the text and logo is right reading from the outdoors.

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

Wall mounted poster holder

Side View Scale: 3/8" = 1'-0"

9' - 8"

Concealed tubing into existing floor and set screws for secure mounting. Vendor to confirm.

Three dimensional acrylic letters painted to match logo PMS colors.

Confidence

Independence

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

Eq.

goal straight for ward

Office Occupant Sign

FABRICATOR TO PROVIDE:

Eq.

Elevation Scale: 3/8" = 1'-0"

Black backplate inboard from edges of Power Path face.

Extend the solid green area for longer desk length

GUIDANCE

4.22.08

1'-6"

1'-8"

Elevation Scale: 3/8" = 1'-0"

5'-3"

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

Clear acrylic “U” pocket.

3'-6"

2" 1'-0"

Top View Scale: 3/4" = 1'-0"

5b.0

Perspective view

Digital output on fabric.

invest

Digitally printed background

required. These documents will also include 3

1/4”-1/2” Thick acrylic circles.

Side View (optional)

3'-0"

Frosted acrylic sign panel

8'-0"

1'-0"

elevations, message content and quantities

3” Diameter aluminum tube.

Surface applied clear “U” pocket.

2'- 6"

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

2'-5" 2"

2'-7 1/2"

U-shaped metal bracket PTM tube support

4'-0"

14'-10" 3/4"

1'-10"

2'-4"

Aluminum tube support

Support brackets with c/sunk screws located behind poster

detailed specifications, locations details,

Eq.

13'-11"

Fabricator to provide warranty and installation guideline information on this product prior to fabrication and installation.

FABRICATOR TO PROVIDE:

Eq.

1'-0"

10'-0"

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

HOK VISUAL COMMUNICATIONS TO PROVIDE: 5'-0"

Conference Room Elevation Scale: 1/4" = 1'-0"

14.1

Fabricator to field verify measurements and mounting conditions prior to fabrication and installation.

Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

Master Mural

18'-0"

The other idea that we continue to offer is the notion that your big six store locations could have photos selected specific to that region. But, it could be we apply the 'regional people with assets' thinking to those 6 flagship stores as well. So in the SF store: an Oakland couple, a Pacific Heights gal, a Chinatown couple, an East Bay docks guy, and a Union Square shopper. The big idea from above goes micro-regional in your big 6 stores.

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

13'-1" Eq.

1'-8" 9" 1'-8" 9" 1'-8" 9" 1'-8"

Eq.

HOK VISUAL COMMUNICATIONS TO PROVIDE: Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

1'-8"

10'-0"

4'-4"

Corridor Elevation Scale: 3/16" = 1'-0"

Omaha sample artwork to select from. Scale: N.T.S

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

22" 30"

Fabricator to field measure the shelf acrylic holder thickness. 2

FABRICATOR TO PROVIDE:

8'-6"

11'-6"

NOTES: Large continuous custom “Drop in name plate” Smith Graphics or similar to match plaque painted acrylic sign painted metallic silver (rear of plaque to be painted for glass mounting) with 8 1/2” x 11“ inserts. Signs to be ordered by contractor at: www.smithgraphicsinc.com.

NOTES: 1/4” deep individual brush aluminum dimensional letter forms mounted on transparent acrylic clips. All faces, edges, and returns are finished. Glue and/or fasteners are to be concealed from view.

8'-0"

Shop Drawings Material Samples 3” X 3“ Paint Sample on acrylic for gloss finish and color review(Qty: 1 each) Layout Patterns Copy Mounting template V.D.C. Sample Line of Copy per Project Typestyle ___________________

Fabricator responsible for coordinating application of graphics with the general contractor.

Media Wall Elevation Scale: 1/8" = 1'-0"

FABRICATOR TO PROVIDE:

4.22.08

3/8" 1/2"

Plan View Scale: 1/2" = 1'-0"

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

Full Art work

High quality photographic Black & white print on high quality matte bond paper.

2 3

16.0

Plaque to be mounted to glass with clear tape showing no visible outline of tape. Optional gray or horizontally brushed silver metallic vinyl backing solution applied to glass to conceal mounting from the reverse side of glass applied over rear mounted Vision Screen if available.

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

8 1/2"

Inserts are provided by TD Ameritrade. A template (made in Microsoft word) for printing the inserts is available by download at www. smithgraphicsinc.com

IMPORTANT INFORMATION about opening a new account

HOK VISUAL COMMUNICATIONS TO PROVIDE:

8'-0"

To help the government fight the funding of terrorism and money laundering activities, the U.S. Patriot Act requires all financial institutions to obtain, verify and record information that identifies each person who opens an account. What this means for you is that when you open an account, we will ask you for your name, address, date of birth and other information that will allow us to identify you. We may also ask to see your driver’s license or other identifying documents.

Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

eq.

FABRICATOR TO PROVIDE:

TD AMERITRADE, Division of TD AMERITRADE, Inc., member FINRA/SIPC. TD AMERITRADE is a trademark jointly owned by TD AMERITRADE IP Company, Inc. and The Toronto-Dominion Bank. © 2007 TD AMERITRADE IP Company, Inc. All rights reserved. Used with permission.

TDA 3470 P 08/07

11"

How close we crop in on the people and what assets are in their possession and what region is in the background (and its obviousness) are all criteria you need to weigh in on. But there is the idea. They would work for the Everystore. All black and white because that's who you are.

Fabricator is responsible for a 12” x 12” sample proof of the final artwork at full size and resolution on specified material required for review prior to final output.

1'-8"

Fasteners of any kind are not to be visible. 1" 2"

Smith Graphics Inc. drop in system.

5’ - 4"

Graphic image provided by HOK as Illustrator CS3 files with .jpeg image links.

1'-2"

Conference Room Elevation Scale: 1/8" = 1'-0"

NOTES: Graphic with high quality white 1-1/2” matting under anti-reflective glass with 3” metal frame painted White Matthews Acrylic Polyurethane Paint MP03673.

2" 1"

8'-6"

3/8” stand off with matte black returns attaches to mural substrate. Stand off is recessed 1” of total substrate perimeter so that it appears to float off the wall.

1'-8"

We believe it possible to select 8 images that present TDA customers in settings that have regional backgrounds. Those 8 regional backgrounds would connect the country, sea to shining sea, as they hang grouped on the wall. These people stand back from the camera (a lot further than your window shade people). They might also have personal assets in those images (bikes to boats) and evoke minutes or days (or years) of leisure that come from successful financial investing and money management - with a subliminal intention that this resulted from a connection with TD Ameritrade. These people are mixed diversity and ages and gender (maybe we have more to do there to cover them all).

Themed Art

Premium full color photo quality high resolution (300 to 600) dpi minimum) image with mate overlaminate mural graphic applied to face of 1/2” thick acrylic or MDO substrate with matte black returns. Application of graphic to substrate should have clean, smooth, even application free of bubbles and wrinkles, peeling, and other imperfections.

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

NOTES:

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

Elevation Scale: 3/8" = 1'-0"

4.22.08

the creation of the final artwork at the required

5 1/2"

3/4"

regarding the design intent of graphic elements,

Fabricator is to field verify all mounting conditions prior to fabrication and installation.

7'-2" 2'-2"

3/4” Thick frosted acrylic sign panel.

Plan View

All faces, edges, and returns are finished. Letterforms are pin mounted flush with digitally printed fabric background. Pins and all other fasteners are to be concealed from view.

Digital File (Illustrator CS3), Sample layout Camera Ready Art Color Swatches to match samples ______________

Plan View Scale: 3/8" = 1'-0" Optional unit with moveable supporting base.

Eq.

1'-10"

Background to be fabric-wrapped panel on 3/4” substrate with Z-clip mounting. Fabric is FabriArt Dye-Sublimation: Oxford-DS with Scotch Guard protection.

HOK VISUAL COMMUNICATIONS TO PROVIDE:

3.0

Digital printing information to be determined.

2'-6" Eq.

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

Elevation (update rquired) Scale: 1/8" = 1'-0" 1" 1/2"

3” Diameter aluminum tube and capped support - paint gray to match existing.

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

4.22.08

Digital File (Illustrator CS3), Sample layout Camera Ready Art Color Swatches to match samples ______________

9'-2"

2'-11 1/8"

2'-4"

suitable for bidding and will contain information

Fabricator is to field verify all mounting conditions prior to fabrication and installation.

HOK VISUAL COMMUNICATIONS TO PROVIDE:

FABRICATOR TO PROVIDE:

9'-1"

Clear acrylic “U” pocket created for insertion of printed posters laminated to main frosted acrylic panel.

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

4'-11 3/8"

All faces, edges, and returns are finished. All fasteners are to be concealed from view.

2'-5 1/4"

NOTES: 3/4” thick frosted acrylic panel with applied background patten digitally printed on clear vinyl.

FABRICATOR TO PROVIDE:

Power Path set off from mounting surface with 1/4” PVC backplate painted black inboard 2” from egde of Power Path face.

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

3'-6"

The fabricator’s instructions created will be

2 3

Poster Holders

NOTES: Power Path bands of 3/4” thick PVC with applied high resolution prints on over laminated adhesive backed vinyl applied to first surface and wrapped over edges of arcylic or PVC.

FABRICATOR TO PROVIDE:

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

Technical Documentation

TD AMERITRADE Rockbrook Village Center 10916 Prarie Brook Road Omaha, Nebraska 68144

Fabricator's Instructions

Fabrication Sample Complete panel with digital print (Qty:1) Complete logo Review sample during Fabrication Sign Vendor to verify Field Conditions Prior to Fabrication Prior to Installation

HOK VISUAL COMMUNICATIONS TO PROVIDE: Digital File (Illustrator CS 3), Sample layout Camera Ready Art Color Swatches to match samples ______________

Copy Elevation Detail Scale: 3" = 1'-0" 1/4"

Elevation Scale: 3/8" = 1'-0"

Campaign Elevation Scale: 1/4" = 1'-0"

Sign Detail Scale: 4" = 1'-0"

Wall Mounted Sign Side View Scale: 4" = 1'-0"

Copy Side View Detail Scale: 3" = 1'-0"

TD Ameritrade Retail Branch

Retail Branch Version 1 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 1 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 1 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 1 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 1 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 1 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 1 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 1 Nationwide Roll Out

TD Ameritrade Retail Branch

Version 2 Transformational Branch

TD Ameritrade Retail Branch

Possibilities Design Approach Sketchbook™ and Process for Version 2 Historical Shift from "Identifying of" to "Identifying with"

Historical Shift from “Identifying of” to “Identifying with”

Branch Evolution The new branch can fill a 21 century st

void: social community. It can become the gathering place for the TD Ameritrade community. The goal of the evolved branch is to house a community of like-minded clients and associates.

STORY TELLING

TRIBAL LORE

IDENTITY HERALDRY

CORPORATE IDENTITY

NEW NEXT: EVOLUTION TO COMMERCIAL COMMUNITY The branch can fill a 21st century void: social community. It can become the gathering place for the TD Ameritrade community.

Branded Environments as Extension of Cave Painting

The goal of the evolved branch is to house a community of like-minded clients and associates.

RETAIL STORE V.2 PHASE 1

Begin Q3

Begin Q4

RETAIL STORE V.2 PHASE 2

End Q4

End Q1

End Q2

Step 1+2

Step 3

Step 4

Step 1

Step 2

Survey and Sketchbook

Design Development and Virtual Environment

Presentation for Consensus and Pick-up Edits to Design

Construction Document to Build Pilot Store

Build One Pilot Store

Final Review, Pricing, and Approval

Post Occupancy Evaluation

Step 3

Alter Design of Go Forward Stores

Project Delivery Timeline TD Ameritrade Retail Branch

Vision Building™ Evolved Business Model and Enhanced Client Experience Unified Community: External, Virtual and Internal Participation

Ultimate Goal is a Unified Community: External, virtual, and internal participation Overall TD Ameritrade community “THE EXPERIENCE CLICKS”

TRADITIONAL “Bring Money”

Technology tools and apps (from blogs to telepresence to stock tweets) will further infiltrate both branch and workplace and provide the bridge between and to clients.

Umbrella Trading Community

Symbiotic Marketing Between In-Store And On-Screen 22

TD Ameritrade Retail Branch

TRANSITIONAL

TRANSFORMATIONAL

“Make Money”

“About Money”

Exclusivity

Accessibility

Edu-vestment

Cherry Wood

Blonde Wood

Recycled Wood

Kelly Green

TD Green

Sustainable Green

Polo Store For Stocks

WAMU for Investing

Gathering Place for Investing Community

Visible Barriers

Translucent Stalls

Visual Explanations

Stock Brokerage

Financial Planning

Financial Destinations

Established Wealth

Disposable Income

Redefining Wealth

Personal Reactions in Commerce

Comfortable with Personal or Portal

Click Thru Comfort Looking for “Community”

Older Male

35-55 50% Male/Female

Demographic Spectrum

We Are Here Today

Chemistry and Choreography Choreography Defined to Optimize and Impact Future Store Plans

A Theatrical forJourney” the Retail Experience Now Playing: “Bob andAnalogy Carol’s Financial

Promote Strategized Store Settings

A Theatrical Analogy for the Financial TD Ameritrade Retail Experience Now Playing: "Bob and Carol's Journey" Back Stage

Today’s Showings

Includes “Green Rooms” for TDA players and functions analogous to “Dressing Rooms” and “Make Up”

“Now Playing” and an anticipation of any future expansion into tangential arenas (the ”Coming Soons”)

Brokerage

Center Stage High tech, high hospitality stage set that accepts TD Ameritrade campaigns and themes like a stage changing shows

Private Boxes

Planning

You and your party get private view of a specific aspect of an overall financial show scripted for you

Trust

Insurance

Center Stage Loan

Promote settings for chemistry and exchange

Props, lighting, AV; Standing here, you are the star

Previews Seating

Promote settings for client taking control

Analogous Service Experience

Informal viewing of today’s events

Box Office Reception and scheduler of individual shows

Media Wall Offers “Now Playing” and “Coming Soon” information on three sides: two media displays viewed externally and one facing internally

Magnetic pull through glass storefronts Visual enticements for passby sidewalk traffic Large visual enticements for passby auto traffic

Intermission Cafe Optional but not shown: refreshments between acts

Finance and Banking

Sports Book

Health Clinics

TD Ameritrade Retail Branch

Technology Focus Shift in the Business Model

Deploying Digital Signage Network

Paper Posters

FROM

Digitally pushed poster messages across unified network

Adaptable Advertising

Signage for Multiple In-store Locations

In-store Environment

Printed Brochures

FROM

Control & Monitor

Kiosk with option to print brochures on demand Colleague Engagement

Walk-up Terminals

FROM

iPad tables or iPad loaners

Features & Storefront Windows

Digital Signage Delivers Consistent Brand Messaging Broadcast branded content to displays nationwide. Broadcast focused content to multiple displays in one store. Broadcast content with multiple languages. Broadcast content that is tailored to newsworthy events. Broadcast a new campaign to all displays at the same time. Omaha Jersey City

Hand to Hand Monetary Transactions

FROM

Houston

ATM-like, in-store kiosk for deposits and withdrawals

San Diego San Francisco

MEDIA ASSETS

TD Ameritrade Retail Branch

MANAGEMENT SOFTWARE

NETWORK CONNECTIVITY

BRANCH DISPLAYS

"Moving Posters" on AV Monitors Ubiquitous Media Displays

Precedent Images

Media displays that attract customers in

Moving Posters

Media displays with learning moments

TD Ameritrade Retail Branch

Brand Distribution Strategy Flexible, Agile, Adaptable

Experience Strategy

From Inside, From Outside

Provision a Trading Pit Like Gathering Place

Ticker Connects Community Space

Design drivers for this experience: •

Easily configured space

•

Easily reconfigured space

•

Rapidly evolving tech tools

•

Rapidly changing info

•

Evolving enterprise products

•

Increasing competition

•

Diversifying demographics

•

Evolving legal governance

•

Evolving corporate governance

The visual “barber pole” for investment competencies writ large in the elevations facing street

Provisioning Trading Pit Like Place

Hospitality Amenity

PRIVACY

Entry Signals

Identity Information

Reinforce Identity + Services

Visual Interest

Accessible Environment

Personal Advocacy

PRIVACY

Personal Advocacy

PRIVACY

Personal Advocacy

PRIVACY

Personal Advocacy

Information Connection Accessible Enterprise

Enterprise Identity Attractive Messaging

12 6

5 Reception Desk 7 Recycling Station with LEED Display

4 SIPC Sign 6 Trading Stations

8 Media Area Divider Curtain

9 Media Area Divider Vision Screen 10 Vision Screen 11 Dimensional Mural

Personal Advocacy

PRIVACY

Employee Amenity

Chemistry Setting

2 Ceiling Suspended Structure 3 Reception Wall

Welcome Greetings

Team Advocacy

1 Entry Door Graphics

2 SP

Employee Support

Client Hospitality

PRIVACY

Market Connection

Information Education

Building Support

Visible Active Community

12 Media Wall Podium 13 Conference Room White Board 14 Backwall Mural

15 Framed Mural 16 Accent Wall

Information Education

17 Philanthropy Displays 18 Vision Statement and Core Values

Define activity zones

TD Ameritrade Retail Branch

Messaging possibilities

Schematic and Design Development Rapid Conceptualization Computerized

Backdrop for Reception Desk

Really Deploy the X, Y Axis Thinking Found in Brand Tool Kit

Create a Media Wall that Acts as a Visual Magnet

4'-6"

Dimensional logo

ATM kiosk embedded in wall

Vision screen allows associates to see activities inside the media room

Metal frame

Double-sided AV screens provide messaging to both visitor and passerby Your eggs where you want them.

Full trade ahead.

Print on acrylic/ film on glass

WELCOME GUIDE

Full trade ahead.

Light box w/ insert

Dimensional mural

Translucent acrylic

Square

Horizontal rectangle

Vertical rectangle

Vision Screen Art Option 1

Art Detail

Vision Screen Art Option 2

Art Detail

Vision Screen Art Option 3

Art Detail

Isometric View

To be the

Better Investment Firm for today’s investor.

To be the

Better Investment Firm for today’s investor.

To be the

Better Investment Firm for today’s investor.

To be the

Better Investment Firm

for today’s investor.

C O N F I D E N C E C R E A T I V I T Y D R E A M S G U I D A N C E I N V E S T I N S P I R E T H R I V E G O A L

Guidance when you want them.

Gear up to trade.

C O N F I D E N C E C R E A T I V I T Y

D R E A M S G U I D A N C E

I N V E S T I N S P I R E T H R I V E G O A L

Isometric View

Dimensional acrylic embedded on desk

Stage Set for Arrival and Reception

Mural as gear display (Option)

Mural with collateral display (Option)

Dimensional Mural Echoes Brand Vocabulary

Datum Lines Bring Order to Environment TD Ameritrade Retail Branch

Floor Plan and Space Design Interior Solutions

Flooring and Carpet Solution INTERFACE FLOR

COVERINGS ETC â&#x20AC;&#x201D; ECO-Terr

INTERFACE FLOR

Black S104 24" x 24" tile

INTERFACE FLOR

Oyster white 24" x 24" tile

Black S104 24" x 24" tile

INTERFACE FLOR

ABRASIVE ACTION

Charcoal S104 24" x 24" tile

Monochrome Granite 24" x 24" tile

Brushed Limestone 24" x 24" tile

INTERFACE FLOR

ABRASIVE ACTION

Charcoal S104 24" x 24" tile

Winter gray 19103 24" x 24" tile

Seating, Table and Shelf Selection RECEPTION

ATM

TRADING STATION

CONFERENCE

OFFICE

Think Chair

Cobi Chair

Cobi Stool

Think Chair

Bench Padding

Steelcase c:scape

PRIMARY CONFERENCE ROOM Steelcase media:scape

Steelcase c:scape mid storage

Steelcase dual monitors

Steelcase c:scape tapered table top

Steelcase desk-height media c:scape table rectangular table top

Steelcase c:scape low storage

LOUNGE

MEDIA CHAIR

BREAK ROOM

OFFICE

Vitra Polder

Arcadia Huddle

Emu - Round

Knax Coat Hooks

Swatches

TD Ameritrade Retail Branch

BREAK ROOM

Steelcase media:scape

Emu - Round Table

Steelcase bar-height E-Table with utility bay embeded soft radiused end table top and aluminum base

FABRIC

Maharam Mechanism Titanium

SECONDARY CONFERENCE ROOM

Maharam Mechanism Mercury

Designtex Rocket Graphite

Steelcase 3D Knit Graphite

Steelcase 3D Knit Nickel

Maharam Cipher Spirit

Designtex Appleseed Fog

Designtex Rocket Lime

Designtex Appleseed Endive

Designtex Appleseed Lime

Maharam Repeat Classic Stripe Pistachio

Sheet metal with tubular steel mountings. Powder coat paint.

Floor Plan and Space Design Technology and Lighting Solutions

Illuminating Experience

B.01

B.02

B.03

4" aperture LED downlight

4" aperture LED wall washer

B.09

B.10

Recessed cove slot linear fluor. wall grazer

Recessed linear fluor. narrow aperture cont. glow luminaire

B.07

B.08

48" linear fluorescent wall wash

Indirect / direct linear fluorecent pendant

B.12

B.13

Surface mounted linear LED undercabinet tasklight

Surface mounted decorative sconce recessed niche detail

Lighting is key to all passive graphics. We're using color temperature lights that works with neutral space and renders accent colors true to brand. Glare-free lamp location, both direct sightline and reflectance on the many screens. Low level glow attraction at night not to be seen as an energy

4 1/8" aperture LED adjustable downlight

waster. There's a rhythm of lighting: Inviting from outside, entry, transaction surfaces; inviting circulation, flattering restrooms, and graphic displays are well lit. B.07 B.12 B.08

B.07

B.12 B.08

B.08

B.12

3 .0 B.

B.12

B.11

B.07

03 B.

B.11

03 B.

B B.12

B.13

B.07

B.12

B .0

3 .0

B.02

B.0

B.02

Recessed 24" x 24" specialty optic lensed fluor. luminaire

T.06

0 B.1

B.11

B.07 B.12

B.11

B.01 B.07

0 B.1

T.01 Double sided monitor

T.02 Full color LED ticker

T.03 Media wall

T.04 iPad embed on tablet arm

T.05 Media:scape freestanding

T.06 Media:scape wall mounted

B.11 B.12

B.08

B.0

9 SP

B.03

1 B.0

B.11

B.03

B.03 B.12 B.07

B.07

T.05 T.03

B.07

B.0

B.07

T.02

B.01

4" aperture LED downlight

B.09

Recessed cove slot linear fluor. wall grazer

B.02

4" aperture LED wall washer

B.10

Recessed linear fluor. narrow aperture cont. glow luminaire

B.03

4 1/8" aperture LED adjustable downlight

B.11

Recessed 24" x 24" specialty optic lensed fluor. luminaire

B.07

48" linear fluorescent wall wash

B.12

Surface mounted linear LED undercabinet tasklight

B.08

Indirect / direct linear fluorecent pendant

B.13

Surface mounted decorative sconce recessed niche detail

T.04

T.01

TD Ameritrade Retail Branch

Visual Walk Through 3D Renderings

TD Ameritrade Retail Branch

Visual Walk Through 3D Renderings

TD Ameritrade Retail Branch

Retail Branch Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Retail Branch Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Possibilities Retail BranchSketchbookâ&#x201E;˘ Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Vision Branch Retail Buildingâ&#x201E;˘ Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Possibilities Retail BranchSketchbookâ&#x201E;˘ Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Vision Branch Retail Buildingâ&#x201E;˘ Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Possibilities Retail BranchSketchbookâ&#x201E;˘ Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Vision Branch Retail Buildingâ&#x201E;˘ Version 2 Nationwide Roll Out

TD Ameritrade Retail Branch

Possibilities Version 2.1 Sketchbookâ&#x201E;˘ Technology Focus Branch

TD Ameritrade Retail Branch

Vision Buildingâ&#x201E;˘ Design Approach and Process for Version 2.1 Area For Improvement

Project Background As TD Ameritrade expands its new brand identity, we have an opportunity to utilize flagship branch locations to bring to life our vision and ensure a consistent, 360-degree brand experience. Building off of the work in market, we need to create a dynamic experience by providing creative direction on physical components within the branch keeping in mind; forward-thinking technology, spaces for education and communal elements.

VERSION 2

Passive Paper Posters

Printed Brochures

Sit-down Desktop Kiosk

News Channel Stream

Post Occupancy Review 44

TD Ameritrade Retail Branch

Desired Shift in Technology

VERSION 3

FROM

Interactive Digital Poster

Printed Brochures with option to print on demand

Walk-up Touch Screen Terminals

Conference Center and Custom Content Loop

PossibilitiesExperience Technology Sketchbook™ Initial Concept

2'-0" Ultra thin profile of about 1 inch

1'-6"

2'-2"

8'-0" Video wall mounting bracket shown in service position without LCD display

2'-0"

Top View

NanoFlex Wrap from Nanolumens

Each vertical wall consists of 3 46” NEC 16:9 monitors tiled up together ($5,500 ea.)

(20" 16:10) Eco-Friendly Widescreen LCD Monitor necdisplay.com | model: EA241WM-BK ($1000 each)

Plan View

3'-6"

6 3/4"

3'-4 1/2"

20” 16:9 monitor

1'-5 1/2"

1'-10 3/4"

Anti-glare privacy filter allows only persons directly in front of the monitor to see the image on screen

11'-0"

14'-0"

Example of Video Content

LCD Display extended for service

8'-0"

1'-6"

3'-0"

7'-3"

Example of Video Content

Elevation

Precedent Image

Trading Station Scale: 1/2" = 1'-0"

Vertical Media Wall Scale: 1/2" = 1'-0"

Isometric View

Section Detail Scale: 1/2" = 1'-0"

2" 1'-3 1/2"

LED Column Wrap Graphic

Touch Screen Trading Stations

Vertical Media Wall

Integrity First People Matter

Core Values

Work Together

Final graphic TBD Client Centric

Lightbox or applied graphics

Timezone

Angled wall to create an active trader workspace scene and a theatrical impression

Each vertical wall consists of 5 46” NEC 16:9 monitors tiled up

Participant from different locations

Tokyo

Dubai

London

Hong Kong

New York

Germany

Russia

Paris

Toronto

Singapore

00:00

Final graphic TBD 4"

Main screen

Split screen for presenter

Strive To Win

3'-6"

Meeting Participants

Omaha (host)

Session 1: Trade Architect

Fort Worth

CNN

Grey background as an accent color Subtle cityscape graphic (wallpaper)

Vertical Media Wall—Interior (Opt1) Scale: 1/4" = 1'-0"

Screen 2 @TD Ameritrade

Camera for live video conference, training and presentation

BBC

Day to Day Video Content

Bloomberg

CCTV

Global TV news

Channel News Asia

Bob: How do you navigate the program? Tim: Hello...test... Tim: Hello...

Jersey City

San Diego

Education / Training Event

Online participant via social media

Wood panel as a backdrop to unify media wall options 8-10 monitors depends on length of wall

Non-interactive 11'-0"

Full screen capability

Vertical Media Wall

Vertical Media Wall—Interior (Opt2) Scale: 1/4" = 1'-0"

Promote upcoming event

Promote trading tools

Touch screen remote to allow user to interact and customize the media wall

Multitouch Interactive

Vertical Media Wall—Exterior Scale: NTS

TV commercial / Screen saver

(46" 16:9) Ultra-Narrow 4x2 LCD TileMatrix Video Wall Ultra-thin bezel design (7.3mm screen-to-screen width) necdisplay.com | model: X462UN-TMX4D ($21,999 for 4)

Media Wall Version A Scale: 3/8" = 1'-0"

Seminar Wall Digital Display

Learn more about Trade Architect this Friday at 7PM Ask our Investment Consultants for detail

Video Content Interlude

After Hours Video Content

Content Strategy for Seminal Wall

TD Ameritrade Retail Branch

Vision Buildingâ&#x201E;˘ Fly-Through Rendering Flagship Branch Research

Store Front Visual Interest: Media-rich application Visibly Active Community in the Seminar Area: - Engaging Activities (Confidence) - Promote Investor Educations (Empowerment) - Access to priviledge tools, i.e. latest technology LED Wrapped Pillars

TD Ameritrade Retail Branch

Exterior Messaging: Attractive multimedia messaging via Vertical Media Walls: - Mobile Interaction - Breaking News and After hours messages - Product Features and Marketing Campaign Financial Pillars as Powerful Media Touch Point: - LED wrapped with artful digital content - Lasting impression for walk-by and drive-by - A wayfinding totem for the neighborhood

Possibilities Rendering Fly-Through Sketchbookâ&#x201E;˘ Flagship Branch Research

Seminar Area: - 2 x4 AV array with video camera for conference - Slight angled wall mimicking an active trader screens and an overall theatrical impression - Wood panel backdrop ties with the reception wall - Subtle wall paper graphic of an abstract cityscape and graphic chart - Lectern for events - Carpeting helps define the seminar space - LED Ticker visually connects the spaces

Client Activity Zone: - Freestanding trading kiosk with touch screens - Avalable stools for seating - Collateral display allows self selected information - Lightbox mural art of latest campaign

TD Ameritrade Retail Branch

Vision Buildingâ&#x201E;˘ Fly-Through Rendering Flagship Branch Research

Client Activity Zone: - Alternate touch screen arrangement creates more personal space - Privacy screen layer will be added on screen surface

TD Ameritrade Retail Branch

Client Activity Zone: - Carpeting helps define the activity zone - Open floorplan to promote a trading lodge environment - Promote dynamic visitor interaction - Accessible information and latest technology via Vertical Media Wall - Media Wall on-brand content as provider of tools and inspiration - Spacing in between Vertical Media Wall provide personal space - Accessible media and technology give client a sense of control and empowerment

Possibilities Sketchbookâ&#x201E;˘

Credits TD Ameritrade

Mike Ortalano Tonya Schloemer HOK

Christina Hui Hal Kantner Melissa Schmitz Adry Suryadi TD Ameritrade Retail Branch

H O K V IS UA L C O M M U N I C AT I O N S HOK ser vices include HOK Visual Communications can strategically plan and design the appropriate vehicle to convey your message, package your information, position your image, or promote your product. Our client experience is broad in scope and international in reach. We offer deep, knowledgeable expertise in communicating about all aspects of the built environment. We seek functional, aesthetic, and economic solutions that are flexible and durable and we fully understand the business implications of good design. +1 713 407 7700 | hok.com | viscomm@hok.com

IMAGE AND IDENTITY PLANNING MEDIA DESIGN BRANDED ENVIRONMENTS PLACEMAKING STRATEGIES WAYFINDING SYSTEMS