Posted on November 13, 2018 in Details

String art has been around for years, but our new installation at Otterbein University’s THE POINT takes the technique to another level. THE POINT is a revolutionary kind of educational facility that is part maker-lab and part innovation center. A diverse group of resident companies share the space and engage students in real-life business challenges and opportunities. We wanted to express Otterbein’s existing identity in a way that demonstrates the entrepreneurial spirit that THE POINT embodies, so we scaled up the string art concept to produce a 24′ version of the Otterbein logo using over 600 steel pins and white shock cord. The logo feature demonstrates a dramatic new direction in teaching for a beloved institution.

We worked with WSA Studio to place the feature in a location that is seen clearly from the entrance. It is only upon closer inspection that the dimensionality and playfulness of the logo are appreciated. We strive to create branding elements that attract, engage and delight viewers using appropriate materials and fabrication methods.


Posted on October 22, 2018 in Details, Digital, EGD

WATSON’S sells lifestyle products, and the best way to inspire customers into action is to underscore the emotional aspect of that purchase. With this in mind, our goal was to bring the tagline, “Life’s Best Moments Start Here” to life. To do this, we created an electronic photo album at the entrance to the store. What better way to get customers thinking about the happy memories they will create by providing their family and friends with “all the fun” from Watson’s.

Split flap system at train station

Detail of split flap system

Not just inspired by photo albums, we also drew inspiration from the “split-flap” walls used on train schedule boards overseas. We loved the tactile quality of flipping through photos as well as the subtle sound they make. Since a real flap display would be impractical, we opted to mimic the essence of a split-flap wall. To create this, we used two 75” connected monitors shrouded behind a waterjet-cut steel fascia. The effect is an array of 72 individual tiles that mimic 72 photos. Here’s a look into what it takes to bring a concept like this to fruition.

Production of custom metal casing to simulate split flap

Our friends at Vulkane fabricated the custom steel structure— the overlay is cut out on a waterjet machine. Then, we utilized a new monitor system from Samsung that allows multiple monitors to be daisy-chained together and programmed remotely.

Initial design concepts for digital split flap feature wall

Production file of building digital split flap simulation

We created individual compositions for each of Watson’s nine product categories which we then divided into a grid. After this, we authored the animation in After Effects, choreographing the flipping and transitions. We tried a variety of “flip” changes at different speeds until we landed on a finalist. Then, we added sound effects to complete the illusion.

Production still of building split flap in Adobe After Effects

After Effects production file showing split flap animation

Building split flap animation in After Effects

Prototypes, mock-ups, and tests are the keys to making the myriad of decisions required to realize our finished concept. Working with artisans who “get” what we are trying to do makes the whole process enjoyable and ensures a finished piece that lives up to the concept.

Detail of tv monitors behind custom steel fascia

Building a digital split flap wall–tv monitors behind custom steel frame

The finished piece welcomes every customer and serves as a physical demonstration of Watson’s “Lifes Best Moments Start Here” tagline. We hope this will become an entrance feature at every Watson’s store.

Look for more reports in the future. For more information on how White Design Studio can integrate a communications solution for you, contact Peter directly at

New Rendering Styles Using SketchUp and Google Earth

Posted on September 13, 2017 in Details

Architectural rendering, or sometimes called architectural delineation, has been a big part of who White Design is since Peter discovered he had a knack for it back at Miami University’s Architecture School. Recently, we have been developing a couple of different styles for developers. SketchUp is the latest software workhorse around our studio. And now with its ability to link with GoogleEarth, site plans will never be the same. We can now build 3D architectural models and place them in context in Google Earth—Amazing! We can then take an infinite number of views from any perspective and adjust the rendering style from sketchy to photo-realistic. Animations, fly-overs, and tours are fast and easy to create. Couple this with our more tried and true Adobe tools (Illustrator and Photoshop) and we are now creating renderings and other visualization graphics that are easier to understand and deliver just the right amount of information to their specific audience. Here are a few sample styles that we’ve been experimenting with for some current projects.





Motorists’ Innovation Hub

Posted on March 20, 2017 in Announcement, Details, EGD, Identity

The Motorist Insurance Group prides itself on fostering a culture and way of thinking that breeds innovation and promotes empowerment, collaboration, and fresh ideas. As such, it was necessary for their new identity and environmental graphics to reflect and fully embody this mentality.

We partnered with WSA to bring Motorist Insurance Group’s new identity to life in environmental graphics. As part of the exercise, we also created a name and identity for the new Innovation Center. The Intersection is the name given to the space with people + environment + technology = innovation as its tagline.

The multi-dimensional logo brings the name to life and can be seen throughout the space. Public corridors show off the Motorists’ new logo and environmental graphics treatment. Designs on the glass cast shadows on the newly refreshed interiors, and the new Motorists logo mark accents each window niche. The centerpiece, located in the break room, features a four-sided rendition of the new mark located around a column.

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The Regenstrief Institute

Posted on March 1, 2016 in Details

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One of the best parts of our job is learning our client’s story – and helping them tell it to different audiences. The Regenstrief Institute in Indianapolis has an interesting story. In the early 1970’s, Sam Regenstrief’s D&M Corporation was responsible for 40% of the world’s dishwashers. Sam cared deeply about his workers and their families in his hometown of Connersville, Indiana. He was frustrated that local medical care wasn’t delivered with the same efficiency as his manufacturing plants, so he founded The Regenstrief Foundation to explore a variety of ways to increase and optimize the delivery of medical care.

These are just some of the dishwasher brands that Sam manufactured product for from the 1950s-1980s. How many do you remember?


Posted on November 5, 2013 in Details

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Our projects often span architecture, interiors, interactive and graphic design. Extending corporate identities to interior finishes is something that sets us apart from almost any other design firm. We know our materials, and our wide variety of experience in fabrication allows us to balance budget, aesthetics and maintenance in a way that doesn’t sacrifice one at the expense of another. Another White Design Studio strength.


Posted on February 24, 2013 in Details

Like many of our projects, it is the small details that make a big difference in the new Apex Customer Experience. Installing LED lighting systems throughout the space allow us to change the look and feel of both the theater and innovation center with the touch of an iPhone. The colorization in the Theater coordinates with the audio-visual presentation – it extends the screen area and can be changed to reflect market segment color coding used in printed pieces and the website.  The Innovation Center product background can also be changed using a perimeter LED wall wash. The white scrim back wall in the innovation center allows technicians behind the screen to witness customer product demos.

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