DAV (DISABLED AMERICAN VETERANS) ENVIRONMENTAL GRAPHIC DESIGN
Branded Experience, brand messaging, interactive, digital design, concept design, production design, exhibit design, timeline
We designed, produced, and installed all interior and exterior branding elements for the new DAV National Headquarters in Erlanger, Kentucky. Our goal was to design an integrated DAV brand experience that embodies the DAV story. We wanted all of our features to be accessible to veterans, staff, and stakeholders of all ability levels.
“White Design Studio took the time to learn about our mission and create design elements that would make us more effective at serving the million-plus veterans we assist each year. They worked hand-in-hand with our stakeholders and focused on efficiently developing an experience for veterans and staff based on current and future operations. We appreciate the thoughtful, proactive approach they took to creating a unique space that honors our contributors’ investments and enhances our collaborations in every way.”
BARRY JESINOSKI – DAV NATIONAL HEADQUARTERS EXECUTIVE DIRECTOR
We aimed to bring DAV’s iconic brand to life from every vantage point. Starting from the freeway, to the approach into the building and, finally into the facility itself. The DAV experience begins with its prominent view from the I75/71 expressway. We wanted the building to be its own brand statement. Simple, clean lines frame the DAV logo on the structure. An iconic exterior monument sign marks the entrance using DAV geometry and colors. The individual elements combine to form a balanced 3D composition from almost any viewing angle.
The DAV brand experience and story unfolds as different audiences move through the building. Each interaction builds upon the previous one. Our goal is to make every visitor, employee, and veteran a DAV ambassador. We deliver the DAV brand story in a way that is memorable and easy to repeat.
A simple reception desk uses DAV logo geometry. It provides a landing and launch point for visitors. A gun-metal angled reception wall features an LED, “night vision” green light band. An adjacent satin silver panel highlights DAV’s historic seal. A retail store, interactive video tower, and an impressive 100 Years of DAV historic exhibit flank the desk.
DAV’s story begins in the lobby. A 11’ tall interactive video tower trumpets the latest messaging from DAV. Other DAV content, including current and past leadership, officers and staff, are also available for viewing. The vertical video format allows for eye-catching animations. Each animation plays off of the physical structure blending 3D and digital into an integrated DAV brand experience.
Visitors, veterans, and employees learn about DAV using the touch interactive video tower. It features DAV videos, announcements, and even customized presentations. All the latest news from DAV, which we call DAV TV, is also featured. DAV TV recognizes donors, celebrates veterans’ stories, and trumpets employee accomplishments. Specialized sound equipment allows for one-on-one or group audio. We designed all our interactive experiences with veterans of all abilities in mind. Each digital and interactive experience includes handicap accessible menus.
Surrounding the interactive tower is an impressive 100 years of DAV exhibit. A DAV timeline begins at the end of WWI through the Middle East’s latest conflicts. As the nature of war has evolved, the returning veterans’ needs have also changed. DAV has adapted to those needs over the past 100 years. DAV helps veterans with post-military service life.
Our interactive donor display outlines all the ways supporters can give to DAV. It uses personal stories to illustrate the varied and touching ways DAV has helped members and their families. We designed a custom database to keep track and display the many donor programs. We recognized top donors and supporters on the surrounding graphics. A colored LED lighting system halos the display. The lights can be used to change the color to visiting donors to honor and recognize them.
The DAV brand experience continues, tailoring the brand story by location, audience, and activity. For example, circulation hubs like elevators and break rooms feature DAV TV kiosks. They share some lobby tower content plus department metrics and other customized messaging.
A DAV retail store is next to the interactive and exhibit area. It offers a wide range of DAV-branded clothing and accessories. Our dimensional-colored LED wall is an eye-catching back drop to the cash counter. It also complements the green light used in the reception back wall. That’s integrated brand experience at it’s best.
Cushman & Wakefield managed the entire project. We partnered with Champlin Architecture, Bayer Becker, and Danis Construction to bring the project to life. The new headquarters opened in October of 2021.