Branded Experience, Sculpture, Concept Design, Wayfinding, Brand Messaging, Timeline, Production Design
Indianapolis, Indiana.

The Regenstrief Institute is part of the Indiana University School of Medicine located in Indianapolis, Indiana. It was founded by Sam and Myrtie Regenstrief in 1968. Sam’s D&M Corporation in Connersville, Indiana, was responsible for over 30% of the world’s residential dishwashers. Sam’s relentless pursuit of efficiency fueled his ideas for the institute. The inefficient delivery of health care in eastern Indiana frusterated Sam. He wanted to apply his manufacturing principals to healthcare. Thus, increasing delivery efficiency for all.


In 2015, a plan was made to construct a new Regenstrief Institute facility on the IU campus. Our task was to design, fabricate and install all of the environmental graphics. We aimed to bring the Regenstrief Institute’s tagline–“Pathways to Better Health”–to life. Intense, white light represents Sam and Myrtie’s passion for building the “path”. Their passion and generosity, lit the way, providing safe environments for revolutionary ideas to be explored and deployed. The lobby features a composition of three, branded elements. Each element works together to set the stage and anchor the environmental graphics in the building. A rear-illuminated column introduces Sam and Myrtie’s story. It also reinforces the concept of light as a visual tool and metaphor. Adjacent to the column is one of Sam’s real dishwashers. It acts as a physical artifact that explains how this unlikely partnership evolved.


To see more about the sculpture design for Regenstrief, follow the link here.

Branded environmental graphics package for Regenstrief Institute include lit column graphics, wayfinding, and 4-story timeline. Image shows lit column, first floor illuminated timeline, and original dishwasher display. Designed by White Design Studio.

The timeline graphic spans four stories in the Regenstrief Institute. Each floor is color coordinated and has lit connections, historic images, and a digital component. Designed by White Design Studio.

Detail of the second story section of the Regenstrief timeline. Green wall graphic introduces the section as lit tubes connect various stories along the timeline, ending in a digital experience.

We created a four-story, graphic feature in the main stairwell. The piece depicts the “pathways to better health” mantra. Created using the light path metaphor, this feature is also a timeline. Each floor shares significant accomplishments of the four branches of Regenstrief Institute. Each floor is branded, through the use of color and environmental graphics, to represent the individual department.

Detail of timeline and environmental graphics. Panel of Regenstrief green has white dimensional letters on top with printed story beneath. In background, information discs and lit tubes. Designed by White Design Studio.

Large-scale, environmental graphics line the hallway. Image shows black and white historic image of the institute with the logo in full color.

Large-scale environmental graphics are on each of the upper floors. Stainless steel wall murals display the Regenstrief logo. These graphics serve as a touchstone back to Sam and Myrtie’s spirit, delineated on the first floor. The wall features, rendered as large halftone dots, read clearly from afar but become abstract up close. Each mural expresses The Regenstrief’s vision and insight–seeing ideas others hadn’t. For example, one the Regenstrief Institute’s first initiatives was to tie all medical records for individuals together electronically–an idea that is just now becoming accepted.

Detail of dimensional color logo on black and white half-tone image. Part of environmental graphics package for Regenstrief Institute by White Design Studio.

Frosted vinyl glass provides privacy to office areas and visually ties to 4-story timeline feature at Regenstrief.

Detail of mounting system for frosted acrylic graphic layered on top of half-tone dot mural.

Detail of the digital feature in the Regenstrief timeline. Monitor plays current content behind a circular wall covering integrated into the timeline. In the background are the lit nodes and connectors. Designed by White Design Studio.

Production detail of putting together illuminated nodes and connectors for the timeline environmental graphic feature at Regenstrief.

Production detail of node for Regenstrief timeline. Image shows lighting system used within the node.

Custom framing built for the lit column environmental graphic feature at Regenstrief.

Production and numbering of each node base for the Regenstrief four story timeline.

Production of the lit timeline wall for Regenstrief.

Concept design and production notes for 3rd floor timeline section at Regenstrief. Environmental graphics designed by White Design Studio.

Detail of printing on aluminum for Regenstrief.

White Design Studio, Cincinnati, Ohio, Columbus, Regenstrief Institute, Graphic Design, Environmental Design, Indiana, LED Lighting, Custom Display, Multimedia, Display Wall, Timeline, Custom Lighting, Digital Graphics, Integrated Branding, Kiosk Display, Production, Welding, Custom Fabrication

Fabricator sands down edges of custom bent and waterjut cut aluminum wayfinding for Regenstrief. Environmental graphics and wayfinding designed by WHite Design Studio.

Unpainted aluminum wayfinding features for Regenstrief. Aluminum is bent to fit corners with numbers cut out.

 White Design Studio is a multidisciplinary design firm located in Columbus and Cincinnati, Ohio. We specialize in the design, production, and installation of integrated branding solutions. Our solutions orchestrate corporate identity, marketing, storytelling, environmental, photography, video, print and interactive elements. At White Design Studio, we believe the best way to communicate your brand’s story is through branded environments and experiences. We work with manufacturers, service providers, non-profits, architects and developers, agencies, distributors, governments and municipalities, and museums. First, we identify the work that a campaign, space, or interactive needs to do. We can then model a vision of what success looks like, and design to meet that vision. We are passionate about helping clients communicate their value through well-crafted storytelling, a consistent 2D, 3D, and digital design approach and expert production techniques.
Strategy: White Design Studio is your strategically-focused design source. Our marketing communications are custom-tailored to meet our customers’ objectives. Our creative solutions take many forms, but all are designed for maximum effectiveness. Each solution delivers key brand messaging to a wide variety of audiences.
Branded Experience: Sometimes called Environmental Graphic Design or Experiential Graphic Design, White Design Studio designs and creates strategic, compelling and memorable experiences. Our solutions deliver key messaging, branded specifically for each target audience. Workplace, Corporate Briefing Centers, Showrooms and Lobbies, Museum Displays and Exhibits, Retail Showrooms and Store Design are all great examples of White Design’s sweet spot of design, fabrication and installation capabilities.
Directional Signs / Wayfinding: Our complete interior and exterior directional signage systems are intuitive, design and material appropriate. Each design is complementary to architecture, interiors and other branding elements where they coexist. First, we create a hierarchical messaging system, then we match that system to location opportunity maps. Concept designs are then applied to all of the individual components. Finally, we fabricate and install our solutions.
Interactive: We combine unique technologies and fabrication techniques to create impactful interactive solutions for conveying our customer’s messaging objectives. Our installations deliver critical information to all of your audiences in a way that is entertaining and memorable. RFID, Projection Mapping, Touch, Proximity Detection and the use of Motion Activated Devices are just a few of the tools we use to deliver your message. White Design Studio’s goal is to make the technology invisible so nothing comes between your audience and your message.
Corporate Sculptures: At White Design Studio we design art with a purpose. Our interior and exterior, custom-designed sculptures help create iconic symbols for Communities, Municipalities, Non-Profits and Corporations. They embody the essence of a group by distilling their core brand messaging into a creative and unique 3D feature. Whether it’s interior or exterior sculptures, hanging mobiles in an atrium or a monumental courtyard centerpiece, Peter and his team collaborate with artisans to create one-of-kind expressions that tell your story in a memorable way.
White Design Studio operates most efficiently in the design sweet-spot between environments, identity, and communications. Comfortable stretching any direction, we are at ease designing for one element. But, we are at our best when we can combine each element to develop a fully integrated brand and messaging system. We collaborate with industry-leading professionals on large-scale projects, but can also comfortably operate as your single-source design partner. We partner with Developers, Architects, Engineers, Facility Managers, Creative Directors, Marketing Departments Advertising Agencies and other Design Studios.