UNIVERSITY OF PHOENIX

EGD | INTERACTIVE DESIGN | BRAND MESSAGING | SCULPTURE | EXHIBIT DESIGN
Integrated experiential and interactive design package brought the University of Phoenix story to life.

John Sperling, PhD, a Cambridge-educated economist, professor and entrepreneur, founded University of Phoenix in 1976 in response to the changing needs of the workplace. He strove to provide adults with the higher education they would need to meet these new demands. The times have changed, but University of Phoenix’ objective has remained the same–help people enhance their lives through education. They provide students access to quality education, ongoing support, and a range of resources to help them succeed. Though primarily serving students online, their innovated curriculum can also be accessed through their campus location in Tempe, Arizona.

The Brand Experience hired us to use integrated experiential design to bring the University of Phoenix story to life. Their new flagship campus in Tempe, Arizona, offered an opportunity to use several design mediums to create the experience, including curating a campus tour experience to demonstrate for business leaders, policymakers, investors and students what it means to be a Phoenix.

We were responsible for the exhibit, integrated environmental design and interactive programming within the experience. We worked closely with the creative and production team at The Brand Experience to bring the University’s story to life.

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 custom, suspended sculpture pairs emotional imagery with important facts about the school. Integrated environmental design carries brand aspects from the sculpture throughout the space.

Digital displays welcome visitors and kick off the tour. Subtle environmental design cues then lead visitors through a digital theater hallway that illustrates key University of Phoenix values. They can also see museum-quality static displays, informational kiosks and a conference room theater.

Our goal was for this flagship campus to be as innovative as the resources they provide their students. We designed a system that allowed each element to work seamlessly within the architecture, interior design and existing IT infrastructure, ensuring a memorable experience for visitors.

Portfolio view

SERVICES ON PROJECT

Experiential Graphic Design
Interactive Design
Brand Messaging
Sculpture
Exhibit Design

LOCATION
Tempe, Arizona
COLLABORATORS

The Brand Experience
3 Stage Design
Laundry!
DisplayWorks

Suspended sculpture over the University of Phoenix lobby shares fun facts and images of students and faculty. Behind the sculpture, the school's logo is illuminated in white against stainless steel. Below, a digital display welcomes students.
Left: detail of hanging sculpture tiles showing adult student working and a red tile with white text. Right: suspended sculpture of multiple tiles sits above security desk in University of Phoenix lobby.
Columns of monitors line darkened theater hallway at University of Phoenix. Man in uniform is displayed on one screen column. In background, students walk past red graphic features further down hallway.
To left: red wall with white dimensional text starts theater experience. Visitor stands in darkened theater hallway watching walls of video screens. Right: tour group walks to opposite end of theater room.
At the right, a curved red wall shrouds a monitor with a map displayed on it. A white University of Phoenix logo sits to left on the red panel. Beyond, a series of graphic panels and monitors display content. To the left, a computer lab.
Student sits in computer lab at University of Phoenix. A wall of graphics sits to the left and starts with a red panel reading "Committed to your success" in white text. A series of five monitors go down the rest of the graphic.
Timeline runs down hallway at University of Phoenix. Red fins stick out from the gray graphic panels signifying dates. At the end of the hallway, a red, glowing wall sits.
Left: black band shares timeline information on a gray wall. At end of hallway, a lit red room marks video conference area. Right: column of monitors lines darkened hallway. A visitor watches content, at end of hallway a monitor sits on a red wall.
Conference room at University of Phoenix features curved screen on back wall. Behind the screen, wall is washed in pink with hidden LEDs. Room's ceiling is circular above a circular table. Room is washed in blue light.
Left: circular conference room features curved screen displaying University of Phoenix logo on blue backdrop. Behind screen, hidden LEDs wash wall in red. Right: faculty member sits at circular table in video conference room depicted at left.
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SERVICES ON PROJECT

Experiential Graphic Design
Interactive Design
Brand Messaging
Sculpture
Exhibit Design

LOCATION
Tempe, Arizona
COLLABORATORS

The Brand Experience
3 Stage Design
Laundry!
DisplayWorks

NEXT PROJECT

ST. ALOYSIUS

BRAND IDENTITY | EGD | SIGNAGE & WAYFINDING | BRAND MESSAGING | SCULPTURE
Brand identity, messsaging, and integrated environmental design package gave St. Aloysius a cohesive way to tell their brand story across all mediums.
Large colorful "paper airplanes" take flight above the lobby at St. Aloysius. Employees walk under the sculpture past environmental graphics in the hallway.