A Phoenix Takes Flight
The Brand Experience hired White Design to help them bring the University of Phoenix story to life within its new flagship campus in Tempe, Arizona. The Brand Experience-led team created a campus tour experience to demonstrate for business leaders, policy makers, investors and students what it truly means to be a Phoenix. The experience shows visitors how students and alumni are building a new path forward for themselves, their business, and their country. After its opening in May 2012, the President of The University of Phoenix called this brand experience “amazing, phenomenal and fabulous.”
The story begins in the lobby with an emotional, informative sculpture to reinforce a few facts about the University of Phoenix while introducing visitors to the school’s brand. The tour and experience includes integrated digital displays welcoming visitors, digital theaters that illustrate key University of Phoenix values, museum-quality static displays, informational kiosks and a conference room theater. All of these design elements work seamlessly within the architecture, interior design and existing IT infrastructure to ensure the experience for visitors is memorable and the maintenance easy for the organization
White Design was responsible for the exhibit and graphic design and interactive programming within the experience. We worked closely with the creative and production team at The Brand Experience to bring the University of Phoenix story to life. Other members of The Brand Experience team included 3 Stage Design, Laundry! and Displayworks. The team also worked closely with the original architect and interior designer, Davis, to ensure seamless integration into the building.