Post on 04-Jan-2017
Square Peg Design
Branding the
BUILT ENVIRONMENT
WHO WE ARE
Founded by Scott Cuyler and Mike Moore
over a decade ago, Square Peg Design has
created first and lasting impressions for
hundreds of projects around the world.
Square Peg is a multi-disciplinary group
of designers, architects, brand managers,
strategists and construction managers with
a common focus on developing visual
communications for the built environment.
We design and develop that visual layer
between the built environment and your
audience. The layer of visual communications
that brands, informs, directs, identifies and
enhances one’s experience within any number
of environments. It could be a city, a campus,
a stadium, office or retail development.
Whatever the project, the public’s perceptions
are based on the experiences they encounter
along the way. Is it welcoming. Where do
I go? Where do I park? How do I get in
or out? It’s that first positive impression
that determines success.
IDENTITY
WAYFINDING
SIGNING
BRANDED ENVIRONMENTS
PRINT COLLATERAL
AMENITIES
PUBLIC ART
SPECIAL FEATURES
THEMING
MULTI MEDIA VENUES
SIGNING CRITERIA
BRAND GUIDELINES
WHAT WE DO
WHERE WE DO IT
Locally, Nationally, Globally.
Since our inception in 1996 we have been
inspired by projects at home and around
the world. With offices in California and
Singapore, SPD has the passion, experience
and abilities to service our clients wherever
their projects take root. From the Americas
to Europe, throughout Asia and the
Middle East, SPD has the experience
and knowledge for success.
HOW WE DO IT
WE LISTEN
It all starts with listening to our client, understanding their vision and goals.
WE RESEARCH
The environment and regional conditions, the audience, the competition.
WE EXECUTE
Successful design starts after we have collected and analized all information
that will effect the design direction. A step by step design process assures our
clients goals are achieved and our design solutions excede all expectations.
1
A. Research
B. Analysis & Programming
C. Conceptual Design
JK
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32 541
AB
C GH
I
DE
F
CLIENT MEETING
SPD meets with client and consultants to listen and establish vision, goals, and budgets
2
D. Refinement
E. Program Development
F. Design Development
CLIENT MEETING
SPD presents ideas and concepts to client for comment and direction
3
G. Design Documentation
H. Program Documentation
I. Bid Documents
CLIENT MEETING
SPD presents designdevelopment for finalcomments and approval
4
J. Submittal Reviews
K. Construction Administration
L. Installation Review
CLIENT MEETING
SPD presents designdocumentation packagefor release to bid
5 PROJECT COMPLETION
Happy client
FEATURED PROJECTS
“I have worked with Square Peg for over ten years and am inspired by their creativity and extremely pleased with their ability to collaborate, coordinate and of course deliver.”
Ronald Van Pelt | Senior Vice President | WATG Architects
LOCATION: Dubai, United Arab Emirates CLIENT: Emaar ARCHITECT: Skidmore, Owings & MerrilBurj Khalifa
The Burj Khalifa, with 166 floors and a
height of 828 meters, is the tallest
man-made structure in the world.
Square Peg Design was retained by Emaar
Properties to design a comprehensive
signing program for this new global
landmark. The Burj Khalifa offers a
variety of destinations: offices, residences,
a spa, and the world’s first Armani Hotel;
therefore the wayfinding is quite complex.
The design demands were equally
challenging. By capturing the subtlety of
the contemporary architecture with just
the right mix of Arabic influence, Square
Peg’s wayfinding and signing program
successfully integrates into and enhances
the experience of this globally significant
structure.
SCOPE OF WORK:
- Identity
-Wayfinding
-Signing Design
SCOPE OF SERVICE:
Square Peg Design
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Dubai, UAE CLIENT: Emaar INTERIOR DESIGNER: Wilson AsocciatesArmani Hotel at Burj Khalifa
Soaring high above Downtown Dubai in
the iconic Burj Khalifa, the world’s tallest
building, Armani Hotel Dubai is the
world’s first hotel designed and developed
by Giorgio Armani.
Square Peg Design was retained by Emaar
to design a comprehensive signing
program for the Burj Khalifa Tower
including the Armain Hotel. From
signage concepts developed by Armani,
SPD developed the design and detailing as
well as overseeing the implementation of
the highly detailed and intricate sign
design.
SCOPE OF WORK:
- Wayfinding
- Signing
- Detailing
- Implementation
Square Peg Design was selected by MGPA to
design a comprehensive wayfinding and
signing program for their award-winning
flagship development.
Asia Square stands as the newest gem and
defining landmark in the skyline of
Singapore’s Marina Bay. The twin-tower,
mixed-use site comprises 2 million square
feet (190,000m2 ) of grade A office and
60,000 (5600 m2) square feet of retail space,
a 305-room five-star luxury Westin Hotel
complete with entertainment, dining and
conference facilities, and The Cube, a
100,000 square foot (9,300 m2) fully
landscaped atrium and gathering place where
extensive tree plantings enhance the
experience and the environment.
SCOPE OF WORK:
-Interior & Exterior Signage
-Wayfinding
-Advertising and Promotional Displays
LOCATION: Singapore CLIENT: MGPA ARCHITECT: Denton Corker Marshall
Asia Square
A l t e r n a t i v e 3 : G l a s s F e a t u r e W a l l w i t h P r o j e c t o r , S i d e W a l l s a n d V i d e o P y l o n s SQUARE PEG DESIGN1 1 D e c e m b e r 2 0 0 9A s i a S q u a r e M G P A
A l te rnat ive 3 : G lass Feature Wal l wi th Pro jec to r ,S ide Wal ls and Video Py lons
Square Peg Design
SCOPE OF SERVICE:
SPD developed the wayfinding strategy
and signing program for this new health
and wellness campus in San Rafael,
California. SPD worked closely with the
architect and the client in designing an
amazingly seamless and integrated
graphics program.
SCOPE OF WORK:
-Identity
-Interior & Exterior Signage
-Wayfinding
-Patterning
Marin County Health and Wellness Campus
LOCATION: San Rafael, California CLIENT: Marin County ARCHITECT: RMW Architecture & Interiors
Square Peg Design
SCOPE OF SERVICE:
Veritas LOCATION: Mountain View, California CLIENT: Veritas ARCHITECT: HOK
Square Peg Design was retained to design
a comprehensive signing and wayfinding
program for Veritas’ new corporate
campus in Mountain View, California.
SPD worked closely with the HOK
interiors group to integrate large format
graphics from Veritas’ branding program.
The large format graphics and bold color
palette not only liven the environment,
but also provide visual landmarks which
aid the wayfinding.
The project consisted of:
-4 Buildings
-425,000 sq ft
-Parking Structure
-Servery
-Fitness Center
-Customer Briefing Center
-Veritas University Training Center
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
-Graphic Feature Walls
SCOPE OF SERVICE:
The Overseas Union Enterprise (OUE)
Bayfront project is a redevelopment of the
former Overseas Union House in
Singapore into an 18-storey office block.
OUE Bayfront is located on Marina Bay with
dramatic views of Singapore’s
ever changing skyline.
Square Peg Design was engaged to develop a
comprehensive wayfinding and signing
program. The resulting signing and graphic
design not only provides vital information it
also adds a layer of branding and sense of
place.
SCOPE OF WORK:
-Identity
-Wayfinding and Signing
LOCATION: Singapore CLIENT: Overseas Union Enterprise ARCHITECT: DP ArchitectsOUE BayfrontSquare Peg Design
Square Peg Design
SCOPE OF SERVICE:
Yahoo! hired Square Peg to design a
creative and memorable project identity
as well as a signing and graphic program
that would inform and direct visitors
while at the same time reinforcing the
overall project brand.
SCOPE OF WORK:
-Wayfinding
-Signing Design
-Sculptural Feature
In 2002, Square Peg Deign was awarded
the Merit Award from the Society of
Environmental Graphic Design (SEGD),
for work on the Yahoo Campus.
Jury Comments
“The name and logo – Yahoo! – are really
difficult to design around. This graphic
program manages to be fun and dramatic,
while showing necessary restraint.”
“They did an excellent job of balancing
fun and the client’s product with the
professional, personal and business
needs.”
Yahoo! LOCATION: Sunnyvale, California CLIENT: Yahoo! ARCHITECT: RMW Architecture + Interiors
Square Peg Design
SCOPE OF SERVICE:
As part of an overall corporate signing
masterplan, SPD developed a new interior
wayfinding and signing program for the
recent laboratory building on the Foster
City campus, the new NRB1 building.
SPD has also developed an exterior
signing program yet to be implemented.
SCOPE OF WORK:
-Signing
-Wayfinding
LOCATION: Foster City, California CLIENT: Gilead ARCHITECT: MBT Architects Gilead
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Dubai, UAE CLIENT: Emaar INTERIOR DESIGNER: AedasBoulevard Plaza
Boulevard Plaza epitomizes the style and
status of business in the most prestigious
square kilometer in the world with its
elegant design and prominent position to
Burj Khalifa and The Dubai Mall.
Inspired by the intricate detailing, veils
and layers of medieval Arabic architec-
ture, the 2 towers arch convexly as they
rise. Standing at 36 and 30 storeys
(Towers 1 & 2), the towers share a
common podium.
Square Peg Design was retained by Emaar
to design a comprehensive signing
program for the site, towers and car park.
SCOPE OF WORK:
- Wayfinding
- Signing
SCOPE OF SERVICE:
LOCATION: Abu Dhabi, UAE CLIENT: Mubadala ARCHITECT: Goettsch PartnersSowwah Square, Abu Dhabi Financial Center
Sowwah Square is a prestigious
commercial development containing over
570,000 square meters of office, hotel
and retail amenities. The centerpiece of
Sowwah Square is the distinctive new
headquarters of the Abu Dhabi Securities
Exchange. It is surrounded by four
international Grade ‘A’-standard office
towers offering panoramic waterfront
views.
Square Peg was retained to design the
wayfinding and signing program for the
landmark development. The challenge,
successfully met by the Square Peg
team, was to design, tender, prototype
and implement finished signs for the
grand opening of Al Sila, the first of the
Sowwah towers, within a seven month
window.
SCOPE OF WORK:
-Wayfinding
-Signing
-Feature Tower Identities
-Temporary Island Wide Signing
Square Peg Design
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Dublin, California CLIENT: Sybase ARCHITECT: RMW Architecture & Interiors Sybase
Square Peg designed a comprehensive
wayfinding and signing program for
Sybase’s corporate campus in
Dublin, California. The goal of the
design was to reinforce Sybase’s identity
in the built environment.
SCOPE OF WORK:
-Wayfinding
-Interior and Exterior Signing
SCOPE OF SERVICE:
Square Peg Design
Oakland City Center, located in the heart
of the City’s thriving business and govern-
ment district, comprises class A office
space, retail, restaurants and is a central
gathering place and a popular pedestrian
plaza for leisure and entertainment
events.
CBRE engaged Square Peg Design to be
part of the design team to “reinvent”
Oakland City Center by reimaging the
property’s brand identity. Square Peg
worked closely with CBRE’s team to
develop a new wayfinding and signing
program, reinforcing the new brand id
throughout the site.
SCOPE OF WORK:
-Identity
-Wayfinding, Signage & Graphics
Site | Parking Garage
LOCATION: Oakland, California CLIENT: CBRE
Oakland City Square
Square Peg Design
SCOPE OF SERVICE:
One Degree 15 LOCATION: Singapore CLIENT: One Degree 15
SPD was commissioned to design a
signature sculpture for the entry to One
Degree 15, a new Yacht Club providing
numerous amenities, including berths for
over 200 yachts. One Degree 15 is “the
Epitome of Yachting Distinction in Asia.”
The sculpture represents a ship’s prow
cutting through water. An armillary
references the club’s latitude and longitude
positioning, reinforcing the basis for the
club’s identity.
SCOPE OF WORK:
-Sculpture
-Model
Msheireb is the world’s first sustainable
downtown regeneration project, that will re-
vive the old commercial district of Doha with
a new architectural language that is modern,
yet inspired by traditional Qatari heritage
and architecture. Msheireb Downtown Doha
will become a new social and civic hub in the
city centre – a place where it is enjoyable to
live, work, shop, visit, and spend time with
family and friends.
Msheireb Downtown Doha includes:
• $6 billion project to redevelop, regenerate
and conserve the historical downtown of
Doha.
• 31-hectare mixed-use development situated
in the centre of the city. Lively urban
neighbourhood featuring premier office
space, retail, leisure facilities, townhouses,
upscale apartments, hotels, museums, civic
services, and exciting cultural and enter
tainment venues.
• Below grade car park for 11,000 cars
SCOPE OF WORK:
- Public Realm Wayfinding Master Plan
- Public Realm Signing
- Digital Signing and Advertising Displays
LOCATION: Doha, Qatar CLIENT: Msheireb Properties Msheireb Downtown Doha
Febr
uary
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201
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MDS Analysis
Site Arrival
Landmark Orientation
Nomenclature
Lift Identification
BaharatAl-Naseem
BaharatAl-Naseem
BaharatAl-Naseem
P Lift LobbyP Lift LobbyP Lift Lobby
BaharatAl-Naseem
BaharatAl-Naseem
BaharatAl-Naseem
P Lift LobbyP Lift LobbyP Lift Lobby
RESIDENTIAL
Building I-12 Lift Lobby Section
RETAILLOBBY
C a r p a r k L i f t L o b b y W a y f i n d i n g S i g n s I n t e g r a t e d w i t h A r c h i t e c t u r e J u n e 2 0 1 0 SQUARE PEG DESIGNM u s h e i r e b 1 8J u n e 2 0 1 0
Pedestrian Site Orientation
ahoD fo trae
H beriehsuM
SQUARE PEG DESIGN
Exmaple Sheet
Title
Lift Lobby OrientationProvides site wide navigation and information on points of interest, amenities and features. Named plazas, street names and landmarks aid in orientation. Large format allows multiple viewers and greater detail.
InteractiveProvides site wide navigation and information on points of interest, amenities and features. Named plazas, street names and landmarks aid in orientation. Allows as many search programs as deemed necessary.
PrimarySecondaryProvides an overall sense of site orientation by indicating current position on site relative to major site landmarks. Provides detail navigation and information on immediate area including street names.
SecondaryProvides an overall sense of site orientation by indicating current position on site relative to major site landmarks.
The beauty of traditional Qatari architecture is achieved through simplicity of form, materials, and color. For ex-ample, smooth gypsum walls punctuated by infrequent windows and doorways. Building mounted wayfinding signs reflect this simplicity by creating a brief focus along the larger fabric of the architecxture. They are visible to those looking for guidance, but meld into the surroundings for those who don't.
Barahat Al Nouq
MsheirebCorner
ReemasCourt
HotelName
HotelName
HotelName
MandarinHotel
MedicalCenter
MasjidSquare
Al KahrabaSquare
EidGround
MsheirebAcademy
Reemas Street
Sikkat Al Wadi
MaiGalleria
مسجد
ركن ميشربساحة النخيل
شارع ُمصّلى العيد
ساحةمسجد
NationalArchive
andLibrary
ا�رشيف واملكتبة Diwan Annexالوطنية
براحة النوق
NakheelSquare
SuhaimSquare
HeritageQuarter
CulturalForum
Al Zahor Street
Theatre StreetOld Ukaz Street
Sikkat Al M
asjid
Sikkat Al FerjanSikkat Al Ferjan
Al Z
ahor North
Aw
raq Street
Sikkat Al D
iwan
Al Ferjan Street
Sikkat Al W
adi
Mai G
alleria
New Ukaz Galleria
Diw
an Al A
miri St
Sikkat Mohammed
Gotof Street
Al Jeeri Street
Al Noor Street
Al Nakheel Street
Musala A
l Eid Street
Al Eid Street
Sail Al Kahraba Street
Al K
ahraba StreetA
l Kahraba Street
Al D
iwan Street
Al Rayyan Road
Msheireb Street
Abdullah Bin Thani Street
Jassim Bin M
ohamm
ed Street
Masat Street
New Ukaz Street شارع عكاظ اجلديد
شارع الديوان
شارع ميشرب
شارع ماسات
2
3
4
S
6
5
7
8
1
9
10
12
11
Barahat Al Nouq
MsheirebCorner
ReemasCourt
HotelName
HotelName
HotelName
MandarinHotel
MedicalCenter
MasjidSquare
Al KahrabaSquare
EidGround
MsheirebAcademy
Reemas Street
Sikkat Al Wadi
MaiGalleria
مسجد
ركن ميشربساحة النخيل
شارع ُمصّلى العيد
ساحةمسجد
NationalArchive
andLibrary
ا�رشيف واملكتبة Diwan Annexالوطنية
براحة النوق
NakheelSquare
SuhaimSquare
HeritageQuarter
CulturalForum
Al Zahor Street
Theatre StreetOld Ukaz Street
Sikkat Al M
asjid
Sikkat Al FerjanSikkat Al Ferjan
Al Z
ahor North
Aw
raq Street
Sikkat Al D
iwan
Al Ferjan Street
Sikkat Al W
adi
Mai G
alleria
New Ukaz Galleria
Diw
an Al A
miri St
Sikkat Mohammed
Gotof Street
Al Jeeri Street
Al Noor Street
Al Nakheel Street
Musala A
l Eid Street
Al Eid Street
Sail Al Kahraba Street
Al K
ahraba StreetA
l Kahraba Street
Al D
iwan Street
Al Rayyan Road
Msheireb Street
Abdullah Bin Thani Street
Jassim Bin M
ohamm
ed Street
Masat Street
New Ukaz Street شارع عكاظ اجلديد
شارع الديوان
شارع ميشرب
شارع ماسات
2
3
4
S
6
5
7
8
1
9
10
12
11
Orientation LandmarksLocal Tradition & New Neighborhoods
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SQUARE PEG DESIGN
Form Studies
12
Signage Workshop
Progress Review
Directory Kiosk
Scale = 1:15
Directory cabinet with solid base can be made deep enough to conceal air-conditioning required by LCD displays
Minimum 240 mm depth required to conceal airconditioning forLCD displays
Backlit displays require lessspace
Area for Pedestrian Scale Detail and/or Illumination
08.06 Studies
MSHEIREB DOWNTOWN GUIDELINES / 09CONTENTHOME QUIT
02.1
In some instances, the primary Dual language Msheireb Downtown brandmark is used with dual language descriptor. The primary Dual language brandmark is made up of three elements: Arabic wordmark, English wordmark & Dual language descriptor..
Primary BrandmarkDual Language
1. ARABIC WORDMARKThe Arabic wordmark is a bespoke typeface that has been created specifically for the Msheireb Downtown brand. The letters strongly conserves Doha's traditions and values.
2. ENGLISH WORDMARKThe English wordmark is a bespoke typeface that has been created specifically for the Msheireb Downtown brand. It becomes more modern and uses monoline horizontal and vertical lines inspired fromthe destination.
3. DUAL LANGUAGE DESCRIPTORThe English & Arabic descriptor are a bespoke typefaces created specifically for the Msheireb Downtown brand. The Dual Language descriptor is always positioned below the English wordmark and is smaller in size. Never alter the relationship between these brandmark elements.
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MSHEIREB DOWNTOWN PRIMARY BRANDMARK
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SQUARE PEG DESIGN
Form Studies
5
Signage Workshop
Progress Review
Three Sided Tram ID Pylon & Secondary Vehicular Directional
in Warm Silver finish
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SQUARE PEG DESIGN
Form Studies
5
Signage Workshop
Progress Review
Three Sided Tram ID Pylon & Secondary Vehicular Directional
in Warm Silver finish
Square Peg Design
SCOPE OF SERVICE:
SPD was engaged by Emaar to design a
public realm wayfinding and signing
program for the Downtown Dubai
development, home to the Burj Khalifa
and the Dubai Mall: the world’s tallest
tower and the world’s largest mall.
The program included gateways,
directional and identity signing, street
signing and pedestrian signing. The
signing program also included the tram
stations and the Abra stations (for the
traditional style boats for touring the
lake) as well as a comprehensive program
for the public parking structures.
SCOPE OF WORK:
-Wayfinding
-Signing
LOCATION: Dubai, UAE CLIENT: Emaar LANDSCAPE ARCHITECT: SWA Downtown Dubai
Geolo Capital engaged Square Peg Design
to contribute to the metamorphosis of
this classic resort.
Carmel Valley Ranch occupies nearly 500
acres in the sunny foothills of the Santa
Lucia Mountains in the world renown
Carmel Valley. The elegant resort offers
amnennites that perfectly compliment the
natural beauty of the surrounding region
that includes Carmel-by-the-Sea,
Monterey Bay and Big Sur.
Carmel Valley Ranch features:
• 139 newly renovated guest suites
• Tennis courts, swimming pools, sport
and bocce courts
•Miles of hiking trails
•Four acres of vineyards, two acres of
lavender and a two acres organic garden
• Pete Dye 18-hole golf course
• Spa Aiyana luxury 10,500 sq. ft.
full-service spa
SCOPE OF WORK:
-Wayfinding
-Signing
-Maps
LOCATION: Carmel, California CLIENT: Geolo Capital LANDSCAPE ARCHITECT: Bellinger Foster SteinmetzCarmel Valley Ranch
SCOPE OF SERVICE:
Square Peg Design
Square Peg Design
SCOPE OF SERVICE:
W Hotel and Residence
Square Peg designed the identity and
wayfinding system for the W Hotel and
Residence in Ft. Lauderdale, Florida.
The inspiration drew from the local
natural beauty of the surrounding area.
A sculptural representation of the iconic
“W” was created to reinforce the brand
at the property’s prominent beach-front
entrance along Florida’s scenic
A1A Highway.
SCOPE OF WORK:
-Interior & Exterior Signage
-Wayfinding
-Identity Monument
LOCATION: Fort Lauderdale, Florida CLIENT: W Hotels Worldwide ARCHITECT: Adache Group Architects Inc.
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Dubai, UAE INTERIOR DESIGNER: Wilson AssociatesSofitel Hotel Downtown Dubai
Dramatic Geometric Chic designs welcomes
you to Sofitel Dubai Burj Downtown. The
striking new, 5-star hotel by Burj Khalifa -
the world’s tallest building - blends the
dynamism of Dubai with colorful creativity
and French flair.
Working in close collaboration with Wilson
Associates, Square Peg developed the
graphics and signing to compliment the “art
hotel” interior design concept.
SCOPE OF WORK:
-Wayfinding
-Signage & Graphics
-F&B Identity Design
SCOPE OF SERVICE:
Square Peg Design
Shangri-La Maldives Villingili Resort & Spa LOCATION: Republic of Maldives CLIENT: Shangri-La Hotels & Resorts ARCHITECT: WATG INTERIOR DESIGNER: LTW Designworks
Located on the Addu Atoll in the
Maldives, this unique private island resort
is surrounded by picturesque coastline
and nearly two kilometers of
beautiful white-sand beach.
The Shangri-La property offers a range of
spa and leisure activities and an array of
exciting dining and entertainment
facilities.
SPD developed a signage program
for this unique private island resort.
Shangri-La Maldives Resort & Spa features:
-142 Private Villas
-5 Restaurants & Bars
-CHI Spa
-Guest Facilities Village
SCOPE OF WORK:
-F&B Identity
-Wayfinding
-Signing
-Full Implementation & Design Oversight
SCOPE OF SERVICE:
ESPA at Resorts World Sentosa is an oasis of
tranquility designed for total relaxation and
recreation. Square Peg Design was retained
by DP Architects and Genting to develop a
comprehensive wayfinding and signing
program for Phase II of the Resorts World
development in Sigaapore.
ESPA is a luxurious spa as part of the five
star Equarius Hotel and Villas.
SCOPE OF WORK:
-Wayfinding and Signing
LOCATION: Singapore CLIENT: Resorts World ARCHITECT: DP ArchitectsESPA at Resorts WorldSquare Peg Design
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Martha’s Vineyard, Massachusetts CLIENT: Scout Real Estate Capital ARCHITECT: Hart Howerton HarborView
SPD developed strategies to execute a
new brand for a beloved historic hotel on
Martha’s Vineyard. In addition to the
Harbor View brand, sub-brand identities
were developed for the Harbor Kids
children’s program and for the resort’s
three distinctive restaurants.
SPD helped shape the customer’s
experience through continuity of design
application in print, advertising, amenities,
and website. SPD developed resort
ownership marketing strategies and related
collateral, advertising, promotions and
branded environments.
SCOPE OF WORK:
-Brand Development / Strategy
-Identity
-Print Collateral / Marketing
-Web Design
-Signage
-Food & Beverage
-Image Library / Photography
-Sales Center Design
-Real Estate Promotional Material
SCOPE OF SERVICE:
Disney’s Animation Suites Resort LOCATION: Orlando, FL CLIENT: Disney
Square Peg Design was retained by Dis-
ney to develop the thematic visual layer
for their latest family resort in Disney
World.
Square Peg has wroked very closely with
Disney Imagineering and Pixar to extrap-
olate the graphic imagery of two Disney
animation films and two Pixar Animation
films. Several films were explored before
confirming Cars, Nemo, Little Mermaid
and Lion King as the films to be brought
to life in the resort environment.
For over four years Square Peg has
worked to imbue the architecture and
public realm with the graphic imagery
from these films.
SCOPE OF WORK:
-Project Identity/Logo
-Architectural Patterning and Color
-Feature Identity Signing
-Feature Icons
-Building Icons and Graphic Amenities
-Landscape Thematic Amenitites
-Themed Stair Enclosures
-Interior Graphic Art
Square Peg Design
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Los Angeles, CA LANDSCAPE ARCHITECT: Projects Pacific CLIENT: Park La BreaPark LaBrea
Square Peg was commisioned to develop a
new identity and comprehensive signing
program for the largest apartment commu-
nity west of the Mississippi.
Park LaBrea was conceived and developed
by the Metropolitan Life Insurance Com-
pany prior to World War II as part of a
national plan for innovative, urban villages.
It is believed Park LaBrea is physically the
largest, sitting on 176 acres in the middle of
Los Angeles. It has 4,231 units and a
capacity for 10,000 residents.
Square Peg Design was challenged to
create a new and contemporary identity
that reflected the historical, art deco
design character.
SCOPE OF WORK:
-Identity, Graphics, and Signing
-Identity/Logo
-Signing Masterplan
-Environmental Graphics
-Leasing and Marketing Signs
Square Peg Design
SCOPE OF SERVICE:
RiverCamps LOCATION: Panama City Beach, Florida CLIENT: St. Joe Land Company ARCHITECT: Lake | Flato Architects
St. Joe Land Company, the largest land
owner in Florida, is developing a unique
residential resort project in Northwest
Florida. RiverCamps provides a unique
opportunity to own a vacation home
within what is essentially an
environmental preserve complete with
savannas, wet lands, waterways and
forest.
Square Peg was commissioned to
develop the overall brand identity and
the numerous applications to create a
comprehensive communications program.
SCOPE OF WORK:
-Brand Identity
-Project Logo
-Marketing Communications Materials
-Marketing Center Design
-Brand Applications
-Uniforms
-Signing
-Web Site
-Vehicle Graphics
-Promotional Items
LOCATION: San Francisco, California CLIENT: Tishman Speyer ARCHITECT: Arquitectonica The Infinity
The Infinity, located in the heart of
San Francisco, is a luxury high rise
residential complex. Tower 1 and
Tower II, with 37 and 42 floors
respectively, offer residents unparalleled
views of both the San Francisco Bay and
the city.
Square Peg Design collaborated with
Arquitectonica to develop and integrate
the identity, wayfinding and signing
program for both residential towers.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
-Retail Signing Criteria
SCOPE OF SERVICE:
Square Peg Design
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Singapore ARCHITECT: Aedas CLIENT: Suntec CitySuntec City
Suntec City Mall located in the Marina
District of Singapore, is one of the largest
shopping hubs in Singapore and anchored
seamlessly to the Suntec Singapore Conven-
tion, the Suntec City Mall embraces Asia’s
foremost convention destination and a
self-contained and fully integrated city.
Suntec City is also home to The Fountain of
Wealth, listed by the Guinness Book of
Records as the largest fountain in the world.
Suntec City Mall and Suntec Singapore
Convention & Exhibition Centre Singapore
recently completed a major renovation for
which Square Peg Design developed a new
wayfinding and signing program for the
convention centre, the public plaza, the
retail mall and new entry signing for the
office towers.
SCOPE OF WORK:
- Wayfinding
- Signing
- Feature Fountain Signing
SCOPE OF SERVICE:
The Singapore Sports Hub will be a fully
integrated sports, entertainment and lifestyle
hub for everyone in Singapore. It will be
Singapore’s premier land and water sports
centre with integrated programming.
A unique cluster development of integrated
world-class sports facilities within the city, it
will play a critical role in accelerating the
development of sports industry, excellence
and participation and take sports to the next
level in Singapore.
Located on a 35ha site in Kallang, the Sports
Hub will include the following facilities:
•55,000-capacity National Stadium
•3,000-capacity indoor Aquatic Centre
•3,000-capacity Multi-purpose Arena
• Water Sports Centre
• 41,000 sq m of commercial space
• Sports Information Centre
• Sports Promenade Facilities
SCOPE OF WORK:
-Identity
-Wayfinding and Signing
-Advertising and Promotional Displays
-Special Features
-Retail and F&B Tenant Guidelines
LOCATION: Singapore CLIENT: Dragage ARCHITECT: DP ArchitectsSingapore Sports Hub
LOCATION: Singapore CLIENT: Dragage ARCHITECT: DP Architects
Square Peg DesignDP ARCHITECTS ARUP
Sign Type CA2 : Lift & Escalator Lobby Graphics w/Map : Option 1Schematic Design / February 2012
Pa i n t e d w a l l g r a p h i c s w / d i g i t a l p r i n t m a p g r a p h i c
(combines with CA3 option 1a : red/white column graphics throughout basement & multi story carparks)
Context location shown is @ Basement level, “lot” 3, stadium sports promenade direct access
Escalator to PromenadeYOU ARE HERE
52
Square Peg DesignDP ARCHITECTS ARUP
Sign Type AA2 : East West North South Plaza IconsSchematic Design / February 2012
Hold pending commercial scope
SingaporeVsPakistan
80
Square Peg DesignDP ARCHITECTS ARUP
Sign Type SD20 : Wall Painted Directional @ Level 1 Ring RoadSchematic Design / February 2012
PLAYERS’ VILLAGEMEDIA CENTRELOADING BAYSPOLICE / MEDICAL CENTREMPIA ENTRY
S c a l e : 1 : 2 5Pa i n t e d w a l l g r a p h i c s @ L e v e l 1 s e r v i c e e n t r y / r i n g r o a d
143
Carpark / Stadium Entry Nomenclature : REVISED STRATEGY
2 3 4
234 5
13
11
12VIP
6 7 89VVIP level 2)
(VIP level 1)10 1
B C D
BCD S
M
K
LVIP
E F GH (VVIP level 2)
(VIP level 1)J A
Square Peg DesignDP ARCHITECTS ARUP
Carpark Nomenclature AlternativeSchematic Design / February 2012
A
B CD
E
F
G
H
J
K
L
NP
Q
R
M
S
T
PremiumLevels 4 & 5
PremiumLevels 4 & 5
Level 6
Level 6
Level 6
Level 6
Level 4
Level 4
Currently, the Wayfinding Analysis document illustrates the carparks labeled with LETTERS, as requested.The stadium entry doors are also labeled with LETTERS.Considering that using letters for both the carparks & stadium entries could potentially cause confusion,Square Peg Design suggested that numerals be considered for the carparks,while maintaining the “zones” as directed by the clients carpark operational strategy report.
THIS ALTERNATIVE HAS BEEN ACCEPTED AND WILL BE INCORPORATED IN THE SCHEMATIC DESIGN CONCEPTS
As shown in the Wayfinding Analysis
WEST PLAZANational StadiumEntries A - E, Q - T
Branded MallAquatic Centre Carpark A
NORTH PLAZANicoll Highway BridgeBasketball Courts/Skatepark
West Plaza
South Plaza
East Plaza
North Plaza
S
T
YOUAREHERE
SOUTH PLAZASingapore Indoor Stadium
Carparks K, L, MLibrary & MuseumWater Sports Centre
EAST PLAZANational StadiumEntries F - P
Multi-Purpose Indoor ArenaSport Organizations Offices
iINFORMAT ION
Square Peg DesignDP ARCHITECTS ARUP
Sign Type AB1 : MRT Map Directional : Option 1Schematic Design / February 2012
Tw o f a b r i c a t e d a l u m i n u m c a b i n e t s t h a t s i t s i d e by s i d e w i t h d o u b l e f a c e d g r a p h i c s ,d i g i t a l p r i n t m a p g r a p h i c s o n o n e s i g n c a b i n e t , a n d p a i n t e d / v i ny l d i r e c t i o n a l i n f o r m a t i o no n t h e o t h e r c a b i n e t ; l o c a t e d a t 2 e x i t s f r o m S t a d i u m M RT
Messages shownare placeholder only
Secret Garden is 99 sq km of land with 87
ski routes (totalling 70km in length) and
complemented by 22 ski lifts (totalling 30km
in length). As China’s foremost tourist resort
project, it is the largest in terms of size,
investments and variety of attractions. Secret
Garden will feature a variety of outdoor
sports and activities as well as luxurious
hotels and indoor health facilities.
Prominently featured in Hebei Provincial
Development and Reform Commission’s
Eleventh Five-Year Plan, Secret Garden is an
ambitious project developed and led by the
Malaysian owned Genting Group and VXL
Group.
Square Peg worked closely with the
developer to design a comprehensive
wayfinding and signing program for the
public realm. The program includes vehicular
and pedestrain signing as well as a mountain
signing program for both summer and winter
activities.
SCOPE OF WORK:
-Wayfinding
-Signing
-Pageantry
LOCATION: Chongli, China CLIENT: GentingGenting Secret Garden Ski ResortSquare Peg Design
Square Peg Design
SCOPE OF SERVICE:
Sentosa Island LOCATION: Singapore CLIENT: Sentosa Development Corporation
Sentosa Resort Island, at the southern tip of
Singapore, is a destination with a wide array
of leisure and recreational offerings including
beaches, golf courses, a world class yachting
marina, spa and resort accomodations and
family attractions.
As part of Sentosa’s $2 billion redevelopment,
Square Peg was retained to design and
develop a comprehensive wayfinding and
signing masterplan for the island.
The tropical, colorful look and feel for
Sentosa Island was inspired by the elements
found in the natural landscape.
SCOPE OF WORK:
-Wayfinding & Signing Master Plan
-Comprehensive Site Signing
-Entry Features & Gateways
-Pageantry, Banners & Special Features
-Pedestrian Orientation Maps, Kiosks &
Directories
-Public Transportation Signing & Graphics
-Roadway Directional & Street ID Signing
-Tender Assistance
-Construction Administration
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Singapore CLIENT: Singapore Turf Club ARCHITECTS: Ewing Cole Cherry Brott & Indeco Pvt. Ltd.
Square Peg Design was hired to design a
visual layer of pageantry and signing for
this new state-of-the-art sporting facility.
The comprehensive plan developed by
Square Peg enhances the visitor’s
experience by addressing the venue’s
multiple entry point design and
presenting wayfinding and other
necessary information through elements
that compliment the vibrant environment.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing
-Graphics
-Special Features
-Banners
-Mural Graphics
-Art
-Architectural Color
Singapore Turf Club
Square Peg Design
LOCATION: Singapore CLIENT: Singapore Turf Club ARCHITECTS: Ewing Cole Cherry Brott & Indeco Pvt. Ltd.
Square Peg Design was hired to design a
visual layer of pageantry and signing for
this new state-of-the-art sporting facility.
The comprehensive plan developed by
Square Peg enhances the visitor’s
experience by addressing the venue’s
multiple entry point design and
presenting wayfinding and other
necessary information through elements
that compliment the vibrant environment.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing
-Graphics
-Special Features
-Banners
-Mural Graphics
-Art
-Architectural Color
Singapore Turf Club
SCOPE OF SERVICE:
SCOPE OF SERVICE:
Catellus, a national leader in mixed use
development, retained Square Peg Design to
develop the branding, wayfinding and signing
for the new Alameda Landing project in
Alameda, California. Alameda Landing is a
new waterfront, mixed-use community on
the island of Alameda. Located across the
bay from San Francisco, along the Oakland
estuary, Alameda Landing is one of several
revitalization projects set to reclaim former
Navy land. Catellus is developing this 72
acres into a dynamic community that will
include:
• 300 units of housing• 400,000 square feet of future office space• 300,000 square feet of retail space
SCOPE OF WORK:
-Branding
-Wayfinding
-Signing
LOCATION: Alameda, California CLIENT: Catellus ARCHITECT: SGPA Alameda LandingSquare Peg Design
SCOPE OF SERVICE:
Catellus, a national leader in mixed use
development, retained Square Peg Design to
develop the branding, wayfinding and
signing for The BLOCK at Pacific Commons.
Anchored by Target and Century Theaters,
The Block is a 320,000 square-foot enter-
tainment and fashion addition to the existing
860,000 square-foot shopping destination
known as Pacific Commons.
SCOPE OF WORK:
-Branding
-Wayfinding
-Signing
LOCATION: Fremont, California CLIENT: Catellus ARCHITECT: SGPA The BLOCK at Pacific Commons
Square Peg Design
Square Peg Design
SCOPE OF SERVICE:
The Dubai Mall LOCATION: Dubai, United Arab Emirates CLIENT: EMAAR Group ARCHITECT: DP Architects
The Dubai Mall is the largest mall in the
world. It is part of the Downtown Burj
Dubai development and is linked to the
world’s tallest building, The Burj Khalifa.
Project includes:
-6 Million sf of Retail
-6 Million sf of Parking
-1,400 Retail Tenants
-World’s Largest Aquarium
-500,000 sf Gold Souk
-Skating Rink
-Bowling Alley
-Movie Theaters
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
-Environmental Graphic Feature elements
throughout the mall
Square Peg Design
SCOPE OF SERVICE:
The Dubai Mall - Fashion Atrium LOCATION: Dubai, United Arab Emirates CLIENT: Emaar ARCHITECT: DP Architects Pte Ltd
SPD was commissioned to develop several
feature elements for certain areas of the
Dubai Mall utilizing cutting-edge
technology. These features were an integral
component of an overall media program
used for entertainment, promotion,
advertising and information.
This feature is located in the Fashion
Atrium. It is a composition of five, 7m
diameter rings that are .5m high. The rings
are individually supported by a
computerized hoisting system to raise and
lower the rings into a variety of positions.
The rings are complemented by smaller
LED screens at the perimeter of the atrium
and a customized sound system.
In 2009, Square Peg Design was awarded
the Merit Award from the Society of
Environmental Graphic Design (SEGD) for
this Ring Feature.
Jury Comments:
“This represents an incremental step in the
development of digital signage
applications, creating a visual landmark,
chandelier, and cylindrical, animated
billboard in one kinetic adventure.”
Square Peg Design
SCOPE OF SERVICE:
Suntec City Mall located in the Marina
District of Singapore, is one of the largest
shopping hubs in Singapore and anchored
seamlessly to the Suntec Singapore Conven-
tion, the Suntec City Mall embraces Asia’s
foremost convention destination and a
self-contained and fully integrated city.
Suntec City is also home to The Fountain of
Wealth, listed by the Guinness Book of
Records as the largest fountain in the world.
Suntec City Mall and Suntec Singapore
Convention & Exhibition Centre Singapore
recently completed a major renovation for
which Square Peg Design developed a new
wayfinding and signing program for the
convention centre, the public plaza, the
retail mall and new entry signing for the
office towers.
SCOPE OF WORK:
- Wayfinding
- Signing
- Feature Fountain Signing
LOCATION: Singapore ARCHITECT: Aedas CLIENT: Suntec CitySuntec City
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Costa Mesa, California CLIENT: South Coast Plaza ARCHITECT: Callison Partnership
SPD was retained to design a creative and
memorable project identity as well as a
signing and graphic program that informs
and directs visitors while at the same time
reinforces the South Coast Plaza brand.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
-Tenant Signing Criteria
South Coast Plaza
SCOPE OF SERVICE:
Majid Al Futaim commissioned Square Peg
Design to develop new signing and customer
service desk designs. The Mall of the
Emirates, one of the preemminent malls in
Dubai is continually updating to keep pace
with the retail trends in Dubai.
SCOPE OF WORK:
-Wayfinding
-Signing
-Customer Service Desks
LOCATION: Dubai, UAE CLIENT: Majid Al Futaim Mall of the EmiratesSquare Peg Design
Plan - 3200 KioskScale 1:15
1
3
2
7
31
31
3234
31
311
1
3233
35
3533
31
32 Magazine Brochure Holders105 x 240
Map Brochure Holders 105 x 100 (1 Arabic, 1 English)
33
34
35
1
2
3
7
Ergonomic SeatingFreedom Stool
Comments Box & Forms Display430 x 228 x 570
ID Tower & Magazine Display430 x 228 x 570
40” LCD Map (NEC P402-DST)(1016 mm)
Lift-Counter with assist& soft-close
Staff Work Station-POS760 x 650 knee space
Staff Work Station-Shownwith Optional PC
64
85
2–
Elevation - Partial at ID PylonScale 1:15
2
CL820 mmEQ.
EQ.
3214 mm
632 mmcounter width
600 mm
1950 mm
2158
mm
3214
mm
2046
mm
584
mm
826 mm
C u s t o m e r S e r v i c e K i o s k - P l a nM a l l o f t h e E m i r a t e s J u l y 1 9 , 2 0 1 2 SQUARE PEG DESIGNM a j i d A l F u t t a i m P r o p e r t i e s 1
Elevation - Counter at Entry GateScale 1:15
8
C u s t o m e r S e r v i c e K i o s k - E l e v a t i o n sM a l l o f t h e E m i r a t e s J u l y 1 9 , 2 0 1 2 SQUARE PEG DESIGNM a j i d A l F u t t a i m P r o p e r t i e s 5
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Tukwila, Washington CLIENT: Westfield Corporation ARCHITECT: Westfield Corporation
Westfield Southcenter
SPD was recruited to design a sign program
for this renovation and addition to an
existing regional Westfiend center. It
included two parking structures and
approximately 250,000 GLA.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing & Graphics
Square Peg Design
SCOPE OF SERVICE:
SPD was commissioned by Westfield to
design new interior and exterior signage,
garage identification, and wayfinding
for a new mall addition. This resulted
in updated graphics utilizing the new
standard for all signage and structures
throughout the property.
The graphics were based on 2D and 3D
interpretation of a rose petal, whether
it was used as a sculptural form for the
exterior monument or as a series of
patterns showing falling rose petal on
the site and the interior.
SCOPE OF WORK:
-Identity
-Interior & Exterior Signage
-Wayfinding
-Patterning
-Public Art
LOCATION: Roseville, California CLIENT: Westfield Corporation ARCHITECT: Gensler
Westfield Roseville Galleria
Square Peg Design
SCOPE OF SERVICE:
SPD was commissioned by Westfield to
design new interior and exterior signage,
garage identification, and wayfinding
for a new mall addition. This resulted
in updated graphics utilizing the new
standard for all signage and structures
throughout the property.
The graphics were based on 2D and 3D
interpretation of a rose petal, whether
it was used as a sculptural form for the
exterior monument or as a series of
patterns showing falling rose petal on
the site and the interior.
SCOPE OF WORK:
-Identity
-Interior & Exterior Signage
-Wayfinding
-Patterning
-Public Art
LOCATION: Roseville, California CLIENT: Westfield Corporation ARCHITECT: Gensler
Westfield Roseville Galleria
Square Peg Design
SCOPE OF SERVICE:
MetroWalk LOCATION: Taipei, Taiwan CLIENT: D. C. International ARCHITECT: The Jerde Partnership
SPD was retained to design a creative
and memorable project identity as well
as a signing and graphic program that
would inform and direct visitors while
at the same time reinforcing the overall
project brand.
-Six Levels
-80,000 SM
-30 Food Venues
-13 Screen Theater
-Public Performance Plaza
SCOPE OF WORK:
-Identity
-Patterning
-Wayfinding
-Signing Design
-Sculptural Feature
-Banners
-Mural Graphics
-Retail Kiosk and Cart Design
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Torrance, CA CLIENT: Torrance Memorial Medical Center ARCHITECT: HMC ArchitectsTorrance Memorial Medical Center
SPD was commissioned by Torrance
Memorial Medical Center to design the
signage and wayfinding program for their
new Main Tower building. The 370,000
sf state-of-the-art facility is the latest
development on the community hospital
campus comprising eight buildings.
Based upon the wayfinding design for the
Main Tower, SPD also developing an
overall campus wayfinding and signage
program that will ensure consistent
branding and nomenclature throughout.
SCOPE OF WORK:
-Identity and Branding
-Interior and Exterior Signage
-Wayfinding
-Donor Recognition
-Exhibits and Displays
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Palo Alto, California CLIENT: Palo Alto Medical Foundation ARCHITECT: RMW Architecture + InteriorsPalo Alto Medical Foundation
SPD designed a comprehensive wayfinding
and signing program for this new medical
office and outpatient facility. The designs
were influenced by the Mediterranean
architecture and the landscaped garden
environments of the Palo Alto community.
The complete program includes:
-Three building campus
-350,000 sq ft
-Underground parking
SCOPE OF WORK:
-Wayfinding
-Exterior Signing
-Interior Signing
Square Peg Design was tasked by
Saint Mary’s College to develop a
comprehensive campus wayfinding and
signing masterplan.
SPD analyzed the existing campus
circulation to determine how to best
facilitate access and wayfinding by
various user groups. Utilizing focus
groups, stakeholder interviews and an
extensive site survey, SPD established a
new wayfinding strategy, campus map,
and both site and interior signing
standards.
SCOPE OF WORK:
-Wayfinding and Signing Masterplan
-Wayfinding
-Signing Design
-Campus Map
LOCATION: Moraga, California CLIENT: Saint Mary’s College Saint Mary’s College
SCOPE OF SERVICE:
Square Peg Design
Square Peg Design
SCOPE OF SERVICE:
California State UniversityMonterey Bay
LOCATION: Monterey, California CLIENT: California State University PLANNER: Moore Iacafano and Goltsman
SPD was retained to develop a
campus-wide wayfinding and signing
masterplan that reinforces the University’s
mission to be environmentally friendly
and technology oriented.
SCOPE OF WORK:
-Wayfinding and Signing Master Plan
-Wayfinding
-Exterior Signing
-Campus Map
-Interior Signing Standards Guide
Square Peg Design
SCOPE OF SERVICE:
Unit 1 & 2 is a campus residence complex
for the University of California at Berkeley.
Unit 1 & 2 are both one square block
complexes consisting of residential towers,
dining hall, meeting rooms and offices.
SCOPE OF WORK:
-Wayfinding
-Exterior Signing & Graphics
-Interior Signing & Graphics
University of California, BerkeleyUnit 1 & 2 Residences
LOCATION: Berkeley, California CLIENT: University of California ARCHITECT: EHDD
Square Peg Design
SCOPE OF SERVICE:
University of California, Merced LOCATION: Merced, California CLIENT: University of California
Square Peg Design was chosen by the
University of California, Merced to
develop the wayfinding and signing
master plan for the newest campus in the
University of California system. The
campus opened for classes in September
of 2006.
The first phase of the campus includes:
-School of Engineering
-School of Natural Sciences
-School of Humanities
-Kolligian Library
-Student Housing
-Recreation Facility
SCOPE OF WORK:
-Wayfinding
-Signing
-Donor Recognition
-Campus Map
Harbor View
Hotel & Resort
Martha’s Vineyard, MA
Quinta do Lorde
Resort community on the island of
Madeira, Portugal
Select Identities - HospitalitySquare Peg Design
Querencia
Private Golf Club and
Residential Community
San Jose del Cabo, Mexico
CornerStone
Gardens, Winery and Retail
Sonoma, CA
Select Identities - HospitalitySquare Peg Design
Suzhou Tiendee
Mixed Use Leisure Development
Suzhou, China
MetroWalk
Entertainment and Retail Center
Taipei, Taiwan
Select Identities - Retail / Mixed UseSquare Peg Design
®
75% BLACK
C: 20 M: 90 Y: 85.28 K: 11
PMS 200U
PMS 201C
WhiteFence Farms
Residential Community
Tallahassee, FL
RiverCamps
Resort Residential Community
Panama City Beach, FL
Select Identities - Residential Square Peg Design
Disney’s Art of Animation Resort
Themed All Suites Hotel
Disney World, FL
Disney’s POP Century Resort
Value Oriented Hotel Property
Disney World, FL
Select Identities - HospitalitySquare Peg Design
The BLOCK
Retail Development
Fremont, CA
ALAMEDA LANDING
Mixed Use Development
Alameda, CA
Select Identities - RetailSquare Peg Design
Alameda Towne Centre
Retail Development
Alameda, CA
Fruitvale Village
Mixed Use Transit Village
Oakland, CA
Select Identities - Mixed Use - RetailSquare Peg Design
Square Peg Design developed the
identities and print collateral for a
number of restaurants, lunges and
specialty areas within the resort, includ-
ing:
Bistor An Nam - Vietnamese Restaurant
Dunes - Bar and Grill
Palio - French Cafe and Coffee Bar
Ginger - All Day Dining
Pearl - Chinese Restaurant
Toro - Sushi Restaurant
8 Dragons Chinese Restaurant
Churchills - Cigar Bar
SCOPE OF WORK:
Identity / Logo Design
Food Menus
Wine and Drink Menus
Napkins
Matches
Packaging
Guest Room Amenities
Guest Services Directory
Operational Print Items
SCOPE OF SERVICE:
Square Peg Design
E S P R E S S O
P A S T R I E S
LOCATION: Ho Tram, Vietnam CLIENT: Asian Coast Development / MGM MGM Casino Resort - F&B Identities
CLIENTS, PROJECTS & COLLABORATORS
“They will always be one of our first choices for our environmental signage and graphic solutions.”
Angelene Chan | Director | DP Architects
Amway
Applied Biosystems
Ascendas Land - Singapore
California State University
City of San Mateo, CA
City of Folsom, CA
City of Dublin, CA
City of Palo Alto, CA
City of San Jose, CA
City of San Mateo, CA
City of Sunnyvale, CA
City of Emeryville, CA
City of North Las Vegas, NV
City of Pleasanton, CA
City of San Bruno, CA
City of West Sacramento, CA
Clorox
Divco West
Dominican University
El Camino Hospital
Emaar
Eastern Connecticut State University
Equity Office
Federal Realty
Four Seasons Hotels & Resorts
Gaylord Group
Genentech
Geolo Capital
Golden Gate University
Georgia Institute of Technology
Gilead
Harrah’s Entertainment
Hines
Hyatt Hotels
Joie de Vivre Hospitality
Jones Lang LaSalle
Juniper Networks
Kempinski Hotels
Kimco Realty Corporation
Lendlease
Lippo Group - Indonesia
Majid Al Futtaim
Marriott Hotels
MGM Resorts International
MGPA
Millennium Group
Msheireb Properties, Doha
Mubadala
Mulia Group
New York Stock Exchange
North Peninsula JCC
One Degree 15
Pakuwan Group - Indonesia
Pacific & Caribbean Hotel Group, LLC
Pacific Union Properties
Palo Alto Medical Foundation
PromisedLand Co. LTD
Regency Centers
Resorts World
Ritz Carlton
RMZ Group - India
Rosewood Hotels & Resorts
Safeway
Scout Real Estate Capital
Select - India
Sentosa Development Corporation
Shangri-La Hotels
Sheraton Hotels
Singapore Management University
Singapore Performing Arts
Singapore Science Park
Singapore Turf Club
Sofitel Hotels
SONY
St. Joe Land Company
St. Mary’s College
Stanford University
Starwood Hotels
Sun Microsystems
Sybase
Symantec
Taubman Corporation
Tishman Speyer
Torrance Medical Center
University of California
Universal Studios
Veritas
W Hotel
Walt Disney Imagineering
Westfield Corporation
Yahoo!
CLIENTS
CIVIC
City of Dublin, Dublin, CA
City of Emeryville, Emeryville, CA
City of Folsom, Folsom, CA
City of Pleasanton, Pleasanton, CA
City of San Jose Streetscape, San Jose, CA
City of San Mateo Parking Garage, San Mateo, CA
City of San Mateo Parks and Recreation, San Mateo, CA
City of North Las Vegas, North Las Vegas, NV
City of Sunnyvale, Sunnyvale, CA
Hall of Justice, Lassen Superior Court, Susanville, CA
Madera County Government Center, Madera, CA
Musheireb, Heart of Doha, Qatar
King Abdullah Economic City, Saudi Arabia
Placer County Justice Center, CA
San Luis Obispo Government Center, CA
Superior Court of California, East Contra Costa County, CA
CORPORATE
100 First Street, San Francisco, CA
100 Montgomery, San Francisco, CA
201 Mission Street, San Francisco, CA
Applied Biosystems Corporate Headquarters, Pleasanton, CA
Asia Square, Singapore
Burj Khalifa, Dubai, UAE
California Plaza, Walnut Creek, CA
Clorox Corporate Headquarters, Oakland, CA
Dubai Marina Office Tower, Dubai, UAE
Genentech, Vacaville, CA
Juniper Networks Corporate Campus, Sunnyvale, CA
New York Stock Exchange, Palo Alto, CA
One Market, San Francisco, CA
Safeway Corporation, Pleasanton, CA
Sowwah Square,Abu Dhabi Financial Center, Abu Dhabi, UAE
Sun Microsystems, Palo Alto, CA
Sybase Corporate Campus, Dublin, CA
Symantec, Worldwide
Veritas Corporate Campus, Mountain View, CA
Yahoo! Corporate Headquarters, Sunnyvale, CA
EDUCATION
California State University Monterey Bay, Monterey, CA
California State University East Bay, Hayward, CA
Eastern Connecticut State University, Willimantic, CT
Georgia Tech University, Atlanta, GA
Golden Gate University, San Francisco, CA
Saint Mary’s College, Moraga, CA
Singapore Management University, Singapore
Stanford Science and Engineering Quad, Stanford, CA
Stanford University, Encina Hall, Stanford, CA
Stevenson School, Pebble Beach, CA
U.C. Berkeley, Berkeley, CA
U.C. Merced, Merced, CA
Yale University, Singapore Campus
HEALTHCARE
El Camino Hospital, Mountain View, CA
Highland Hospital, Oakland, CA
Marin County Health & Wellness Campus, San Rafael, CA
Mills Hospital, San Mateo, CA
Palo Alto Medical Foundation, Palo Alto, CA
Palo Alto Medical Foundation, Fremont, CA
Peninsula Medical Center, Burlingame, CA
Rhoda Goldman Plaza, San Francisco, CA
Summit Hospital, Donor Recognition Program, Oakland, CA
Torrance Memorial Medical Center, Torrance, CA
PROJECTS
RETAIL / ENTERTAINMENT
The Dubai Mall, Dubai, UAE
Dubai Marina Mall, Dubai, UAE
Fruitvale Station, Fruitvale, CA
Hillsdale Shopping Center, San Mateo, CA
Windance Retail / Entertainment, Hsin Chu, Taiwan
Meadows Mall, Las Vegas, NV
Metrowalk Retail / Entertainment, Taipei, Taiwan
SONY Metreon, San Francisco, CA
South Coast Plaza, Costa Mesa, CA
Star City Retail Entertainment Center, Kuala Lumpur, Malaysia
Westfield Chesterfield, MO
Westfield Galleria at Roseville, CA
Westfield Plaza Bonita, National City, CA
Westfield Santa Anita, Arcadia, CA
Westfield Southcenter, Seattle, WA
HOSPITALITY
The Address Hotel & Residences, Dubai, UAE
Armani Hotel, Dubai, UAE
Carmel Valley Ranch, Carmel, CA
Disney’s Art of Animation Resort, Orlando, FL
Disney’s POP Century Resort, Orlando, FL
Dubai Marina Mall Hotel, Dubai, UAE
Four Seasons Manele Bay, Lanai, Hawaii
Four Seasons Paiva, Paiva, Brazil
Four Seasons Hotel and Residences, Sao Paulo, Brazil
Four Seasons Residential Towers, Jakarta, Indonesia
Hilton Tripoli, Libya
Hyatt Grand Champions, Indian Wells, CA
Hyatt Hua Hin, Hua Hin, Thailand
Kempinski Hotel, Dubai, UAE
Kempinski Hotel and Residences, Jeddah, Saudi Arabia
Montgomery Hotel, San Jose, CA
Presidential Palace, Abu Dhabi, UAE
Promised Land Resort, Hualien, Taiwan
Querencia Golf Resort, Los Cabos, Mexico
Resort Pecatu Indah, Bali, Indonesia
Ritz Carlton KAEC, Saudi Arabia
Rocco Forte Jeddah, Saudi Arabia
Rosewood Hotel, Abu Dhabi, UAE
Sheraton Kuantan Resort, Kuantan, Malaysia
Shangri-La Villingili Resort, Maldives
Shangri-La Boracay Resort, Philippines
Shangri-La Mactan Resort, Cebu, Philippines
Shangri-La Hotel, Bangkok, Thailand
Sofitel Hotel, Dubai, UAE
Sowwah Resort, Sowwah, Qatar
LEISURE / SPORTS /
ENTERTAINMENT / GAMING
City Center Casino Resort, Panama
Harrah’s Casino Resorts, St. Louis, MO
Horseshoe Casino, Hammond, IN
Horseshoe Casino Resort, Hammond, IN
MGM Casino & Resort, Ho Tram, Vietnam
One° 15 Yacht Club, Singapore
Quechan Casino Resort, Yuma, AZ
River Rock Casino Resort, Sonoma, CA
Sentosa Island, Singapore
Singapore Performing Arts Center, Singapore
Singapore Turf Club, Singapore
Stanford Aquatic Center, Palo Alto, CA
Tropicana Casino Resort, Las Vegas, NV
Twin Arrows Casino Resort, Las Vegas, NV
Yerba Buena Center for the Arts, San Francisco, CA
Venetian Macau Resort Hotel & Casino | Macau
RESIDENTIAL
Al Barari, Dubai, UAE
Four Seasons Residential Towers, Jakarta, Indonesia
Fruitvale Station Residential / Mixed-Use, Fruitvale, CA
Fulton Masonic—Residential / Mixed-Use, San Francisco, CA
Park LaBrea, Los Angeles, CA
Rhoda Goldman Plaza, San Francisco, CA
Symphony Towers, San Francisco, CA
Taman Rasuna Residential Towers, Jakarta, Indonesia
The Infinity, 300 Spear, San Francisco, CA
Jewish Home, San Francisco, CA
Home for Jewish Parents, Pleasanton, CA
Millennium Tower, San Francisco, CA
Taman Dayu Resort, Surabaya, Indonesia
The Drisco Hotel, San Francisco, CA
W Hotel and Residences, Fort Lauderdale, FL
W Hotel, Bangkok, Thailand
W Hotel, Sentosa Island, Singapore
Westin Bonaventure, CA
Gensler
Handel Architects
Hardy Holtzman Pfeiffer
Hart/Howerton
Heller Manus Architects
Hill Glazier Architects
Hellmuth Obata Kassabaum
HKS
HMC Architects
Holey Associates
Hornberger + Worstell
IA, Interior Architects
KMD Architects
KNTA Architects
Laurence Lee and Associates
LCA Architects
L Studio
Lake Flato
Lighting Design Alliance
LindenGroup
Lionakis
MBH Architects
MBT Architects
MCG Architects
Moore Icaofano Goltsman
Mulvanney G2
MVE & Partners
Page & Turnbull Architects
Perkins & Will
Pei Cobb Freed & Partners
Pound Company
ABA
Adache Group
Aedas Architects
Arquitectonica
BAR Architects
BCV Architects
Bellinger Foster Steinmetz
Belt Collins
Brayton Hughes
Burton Landscape Architecture
Callison Architects
Cannon Design
Cheryl Rowley Design
Christiani Johnson Architects
Clodagh Design
CPG Corporation
Dahlin Group Architecture
DEG Architects
Design Group Carl Ross
Design Workshop
DP Architects
Dreyfuss & Blackford
Dynasty Design
EHDD
ELS Architecture & Urban Design
Ewing Cole Cherry Brott
Field Paoli Architects
Fisher Friedman Associates
Friedmutter Group
Goettsch Partners
Gordon H. Chong & Partners
COLLABORATORS
Projects Pacific
PWP Landscape Architecture
Ratcliff Architects
Robert A.M. Stern
RMW Architecture & Interiors
Royston Hanamota Alley & Abey
SB Architects
Sensory Interactive
SGPA
Skidmore Owings & Merril
SmithGroup
SWA Group
The Jerde Partnership
TMG Partners
Tongg, Clarke & McClevey
Wilson & Associates
Wimberly Allison Tong & Goo
CONTACT US
SINGAPORE
T: 65 6438 9655 F: 65 6438 9630
DALLAS
T: 214 814 4118
DUBAI
T: 971 55 5426639
www.sqpeg.com
CALIFORNIA
T: 510 596 8810 F: 510 596 8814