Environmental Graphics and Signage Design Qualifications
TPG Architecture
1 Firm Overview
1 \ FIRM OVERVIEW
Firm OVERVIEW HISTORY
SERVICES PROVIDED
It began with a handshake in 1979 between Founder Jim Phillips and partner Fred Strauss. Since then, the practice has grown from its initial dual partnership to a firm with a staff of over 200 professionals across three locations.
TPG’s Branding & Graphics Studio provides a wide range of design services as listed below.
The firm is a leader in the field of architecture and interior design, servicing numerous market sectors including corporate interiors, retail, broadcasting, brand design, education, healthcare, hospitality, residential, and base building architecture.
• • • • • • • • • •
Brand Identity Design Brand Identity Standards Environmental Graphic Design Information Graphic Design Logo and Logotypes System Design Marketing Collateral Design Package Design Signage Design Wayfinding Design Vehicular Graphics
STAFF SIZE TPG employs approximately 200 staff across two locations. NEW YORK CITY 31 Penn Plaza, 132 West 31st Street, New York, NY 10001 LONG ISLAND, NY 1300 Walt Whitman Road, Melville, NY 11747
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 5
We specialize in creating environments that immerse users within brand experiences. Take a look at some of the spaces we’ve created.
2 Portfolio
2 \ RELEVANT EXPERIENCE
BGB GROUP NEW YORK, NY 35,000 SQ FT
TPG worked with one of the leading advertising agencies, BGB Group, on a multi-phase relocation project. The new space is focused on a need for a larger, updated space.
COMPLETION
A challenge with the new space was creating a collaborative environment with multiple meeting rooms and flexible space for 4-6 person meetings. Open flexible spaces are found throughout the office, including bull pens, break out spaces, a DJ booth, beer tap and lockers.
2014
SERVICES PROVIDED INTERIOR ARCHITECTURAL DESIGN ENVIRONMENTAL GRAPHICS SGNAGE AND WAYFINDING
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 9
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 11
2 \ RELEVANT EXPERIENCE
HEALTHFIRST NEW YORK, NY 180,000 SQ FT COMPLETION MONTH 2011
SERVICES PROVIDED BUILDING ANALYSES STRATEGIC PLANNING BRAND DESIGN ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
TPG completed construction of the 4-floor office for the non-profit HMO, Healthfirst. The relocation (co-location of 2 offices) minimizes real estate costs and achieves operational efficiencies. TPG also provided full architectural and branding & environmental graphic services for the new office, representing the organization’s brand and mission on each floor. “Connected by our members” messaging is constant throughout. Additionally, TPG has worked with Healthfirst to establish several Community-Based Offices (CBOs) throughout New York City. For this storefront rollout project, TPG applied Healthfirst’s brand concept to develop a CBO prototype which conveys the brand architecturally.
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 13
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 15
2 \ RELEVANT EXPERIENCE
UNILEVER BRAND ROLLOUT MULTIPLE LOCATIONS COMPLETION ONGOING
Since 2005, TPG has been a trusted partner in designing, administering and maintaining a cohesive brand design strategy across Unilever’s North American properties. Recent commissions include Jefferson City, MO, Henderson, NV, Simcoe, Ontario, Canada, Raeford, NC, Englewood Cliffs, NJ, Chicago, IL, Trumbull, CT, and Shelton, CT.
SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING
PICTURED: SHELTON, CT TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 17
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 19
2 \ RELEVANT EXPERIENCE
UNILEVER 2015 CAMPAIGN MULTIPLE LOCATIONS COMPLETION ONGOING
SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS
TPG has designed two iterations and managed rollouts of a brand system for Unilever, serving as the current administrators of Unilever’s newest environmental graphics system, the 2015 campaign, which launched in the Englewood Cliffs, New Jersey, headquarters. TPG has also created accompanying 100-page Guidelines Manuals for all rollouts with style options and production guidelines that is currently available on the corporate intranet, utilized by global facilities and human resource executives.
US 2015: Our Roadmap to Win Visibility Campaign october 1, 2013
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 21
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 23
2 \ RELEVANT EXPERIENCE
UNILEVER HEADQUARTERS ENGLEWOOD CLIFFS, NJ 292,000 SQ FT
In 2005, the TPG Graphics Studio embarked upon the challenge of rolling out a new brand identity for Unilever. The endeavor included a new environmental graphics standard.
COMPLETION
A new identity branding strategy would affect employees and visitors, and the first objective was to introduce the redesigned logo and associated elements throughout Unilever’s offices, beginning in the Englewood Cliffs, New Jersey, facility. This strategy would be accomplished through the design and implementation of environmental graphics throughout their offices, hallways, conference rooms, break out and reception areas.
2005
SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS
The design intent was to create a work atmosphere that would educate and familiarize the audience with Unilever’s new brand identity, as well as to create a hospitable environment for employees and visitors.
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 25
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 27
2 \ RELEVANT EXPERIENCE
NBC MULTIPLE LOCATIONS SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
TPG has been retained by NBC to complete interior architectural and brand design projects across many of its properties and brands including high profile offices comprising approximately 110,000 square feet at Rockefeller Center as well as nearly 300,000 square feet of its Global Headquarters and Broadcast Facility for CNBC in Englewood Cliffs, New Jersey.
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 29
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 31
2 \ RELEVANT EXPERIENCE
HBO MULTIPLE LOCATIONS COMPLETION 1114 AVENUE OF THE AMERICAS - 2012 GRAPHIC MURALS - ONGOING
SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
HBO and TPG approached the design of the new space for HBO’s Information Technology group with the goal of using the space to attract and retain the best and brightest talent. HBO sought a tone and feel that combined environmental sensitivity, cutting-edge style, and referred to the HBO prodcut without being star struck. TPG developed an environmental graphics program that synthesized contemporary design while highlighting the HBO brand. HBO logo film is applied envelops glass meeting room walls while a series of largescale pixelated photo treatments of iconic HBO show characters adorn freestanding columns on the floor’s periphery. The images and logo film are light grey and subtle, changing in intensity with distance. It’s a branded environment that speaks softly. An internal corridor lined with private phone booths sit opposite a graphic mural, carefully woven to blend imagery from all of HBO’s locations around the world. Iterations of this mural have been installed in multiple HBO office locations and serves as a signature piece of TPG’s longstanding partnership with HBO.
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 33
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 35
2 \ RELEVANT EXPERIENCE
CITY UNIVERSITY OF NEW YORK NEW YORK, NY COMPLETION 2013
SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
In an effort to reduce real estate costs and increase efficiency, the City University of New York embarked upon a 165,000 square foot relocation and consolidation effort that saw many administrative functions as well as its Welcome Center and Admissions Office move to 205 West 42nd Street in Midtown. TPG created a graphic-heavy environmental graphics and wayfinding program for the new space which spans seven floors along with a retail storefront area. The program aims to highlight the tremendous amount of information regarding the systems academic programs across 24 colleges, distilling the information into visually arresting graphics that appeal to the potential students who visit the space on a daily basis.
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 37
2 \ RELEVANT EXPERIENCE
CUNY WELCOME CENTER NEW YORK, NY COMPLETION 2013
SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
As part of a 165,000 square foot relocation and consolidation of administrative offices to 205 West 42nd Street, CUNY also relocated its student Welcome Center and Admissions to the site, better integrating the Center’s activities to streamline the process for potential students to obtain information and then quickly and easily meet with admissions officers. Because of the Welcome Center’s storefront location, TPG approached the design of the Center as a retail environment, capitalizing on the enormous opportunity to create a branded experience for visitors. The Welcome Center graphics programs aims to distill the nuances of CUNY’s 24 distinct colleges into easy to read information graphics that appeal to the target audience. CUNY’s tagline, “Find Your Future” encourages students to examine the wealth of academic offerings provided by the system while illustrating its dynamic and forward-thinking culture.
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 39
2 \ RELEVANT EXPERIENCE
FAIRWAY MARKET LAKE GROVE, NY COMPLETION 2014
SERVICES PROVIDED ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
Fairway Market sought to overhaul its departmental signage by creating distinct, more personal markets akin to shopping at individual best-of-thebest shops specializing in different products. TPG developed stories for each of Fairway Market’s departments and generated signage showcasing product expertise and individuality while cultivating authentic environments that make customers feel as though they’re visiting a seaside fish market, a coffee plantation, a friendly neighborhood butcher, or a local family-owned bakery.
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 41
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 43
2 \ RELEVANT EXPERIENCE
NATIONAL HOCKEY LEAGUE NEW YORK, NY 135,000 SQ FT COMPLETION 2007
SERVICES PROVIDED FEASIBILITY BRANDING AND IDENTITY ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
TPG underwent a rigorous space search in and out of midtown Manhattan and performed due diligence on several potential locations before The National Hockey League ultimately selected a new headquarters locations at 1185 Avenue of the Americas. Within its new environment, the League has migrated to a more open working environment spanning 5 floors and accommodating approximately 465 employees. Vital to the successful outcome of the project was TPG’s ability to integrate the architecture and branding programs for a comprehensive design concept. Each of the 5 floors features a color coded environmental graphics system whose overall design hearkens to the colors and textures of an ice rink. Glossy metal finishes and polished concrete mimic slick, icy surfaces, and a shrine in the office’s conference center features stainless steel panels akin to the coveted Stanley Cup.
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 45
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 47
2 \ RELEVANT EXPERIENCE
OCTAGON MULTIPLE LOCATIONS COMPLETION 2012
SERVICES PROVIDED ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
Working together with the client, TPG focused on creating dynamic public areas of the space to emphasize the brand of Octagon, while maintaining a clean palette of contrasting black, white, and red in the rest of the workspace. It was important to convey a sense of transparency and warmth which was achieved by centralizing the public areas around reception amd using reclaimed wood flooring to visually connect these spaces. Custom wall murals and furniture graphics were created by TPG’s Branding & Graphics Studio to infuse the office with design elements that reflect the agency’s high-energy culture.
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 49
2 \ RELEVANT EXPERIENCE
NEW YORK CITY FOOTBALL CLUB NEW YORK, NY COMPLETION 2015
SERVICES PROVIDED ENVIRONMENTAL GRAPHIC DESIGN SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 51
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 53
2 \ RELEVANT EXPERIENCE
DAILY NEWS MULTIPLE LOCATIONS COMPLETION 2011
Known as “New York’s Picture Newspaper” the New York Daily News had long emphasized the usage of photographs in its tabloid, and a camera icon has adorned the paper’s logo from its inception. Its penchant for large, prominent photographs in the print edition served as the inspiration for the environmental graphics program TPG created for the paper’s new offices in Lower Manhattan.
SERVICES PROVIDED ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
Working with the Daily News’ photo editing team, TPG reviewed over 5,000 images to create carefully plotted glass wall photo collages in the elevator lobby, reception areas, and conference rooms of the new space. Each photo was placed according to specific adjacency criteria to avoid clustering similarly themed or closely-colored photos beside one another to create a balanced mosaic. Apart from the intricately arranged photo collages, TPG also created a headline feature in the office’s elevator lobby, taking a collection of wellknown headlines and creating a typographic mural that echoes their prominence as a go-to source for breaking news.
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 55
2 \ RELEVANT EXPERIENCE
IRVING PLACE CAPITAL NEW YORK, NY COMPLETION 2012
SERVICES PROVIDED BRAND AND IDENTITY DESIGN MARKETING COLLATERAL SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
Irving Place Capital’s CEO wanted his private equity firm’s new headquarters to evoke mid-century modern simplicity as well as an art gallery’s serenity. His vision resulted in a sophisticated, minimal interior featuring white terrazzo, concrete, wood, polished stainless steel, white lacquer and glass. The elevator lobby establishes the tone for the office. The eastern wall is finished with board-formed concrete, while the opposite wall is clad in a ribbon of elegant white lacquer. The sleek surface, contrasting with the rough concrete, continues into the reception area. White terrazzo floors are complemented by a bleached walnut and glass reception desk. Glass-front private offices support corporate transparency while enabling natural light to flood all areas of the office. Among a collection of luxurious yet efficient meeting spaces, one stands out. Cerused reclaimed kikui wood wraps 3/4 of the walls and floor of this jewel-box conference room, which also features two glass walls and a large convex light fixture floating on the ceiling. Columns throughout the office are clad in board-formed concrete. Each column features stainless steel reveals at the top and bottom, which lightens the visual effect of the concrete, making them appear to float.
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 57
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 59
2 \ RELEVANT EXPERIENCE
REVIVER NEW YORK, NY SCHEDULE 2014
SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
Owner Todd Horowitz set out to redefine healthy fast food by using science to substantiate their menu. His team developed four food principles that ensured each item would be balanced, nutritious, clean, and pure. To support his science-backed menu, TPG created a branded environment that spoke to healthy, fresh food while avoiding earth tones common among competing restaurants. The result is a signature blue--a crisp clean hallmark for the new brand. Set against a pristine white background in the restaurant, the blue demonstrates the brand’s methodological approach to its menu while echoing the freshness and purity of its offerings.
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 61
2 \ RELEVANT EXPERIENCE
MUNICIPAL CREDIT UNION MULTIPLE LOCATIONS COMPLETION ONGOING
SERVICES PROVIDED BRAND DESIGN ENVIRONMENTAL GRAPHICS SIGNAGE AND WAYFINDING INTERIOR ARCHITECTURAL DESIGN
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 63
2 \ RELEVANT EXPERIENCE
TPG ARCHITECTURE
ENVIRONMENTAL GRAPHIC AND SIGNAGE DESIGN QUALIFICATIONS | 65