Protected: New National Headquarters for the Disabled American Veterans (DAV)

Posted on September 23, 2020 in Announcement

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Cool Identity

Posted on August 19, 2020 in Identity

A quick identity for an architectural resources vendor specializing in  outdoor shade devices. We created ying-yang elements representing hot and cold. The two parabolic shapes speak to sun paths, orientation and opposing forces.

A New Website for Columbus’ Favorite Neighborhood Drug Store

Posted on August 19, 2020 in Digital

White’s Pharmacy has been in continuous operation since 1951.  Independent pharmacies are becoming rare so communicating with their loyal customers is important. Our new site celebrates the legacy of the store while creating a platform for connecting to existing and future customers too.

See it here.

Identity for a Mixed-Use Development

Posted on August 18, 2020 in Identity

Stillwater Crossings is a new, mixed-use development in West Milton, Ohio. This quaint little village sits on the peaceful Stillwater River. Our logo expresses a crossroad of nature, small-town living, and vibrant new offerings.

Look for it on site signs, marketing materials, a new website, and social media platforms.

Check Us Out in Floor Focus Magazine

Posted on August 3, 2020 in Announcement, EGD, Identity

New JP Flooring Showroom featured in Floor Focus Magazine
White Design Studio’s design for the new JP Flooring showroom is featured in Floor Focus Magazine.

We’ve always helped our friends at JP Flooring have a showroom that stood out from their competitors. Our latest design for them is no exception; and people are taking notice.

Floor Focus Magazine, a respected and popular trade magazine for the flooring industry, recently published an article about our latest design for the JP Flooring showroom. Interviewing both JP Flooring’s owner, Phil Schrimper, and White Design Studio owner, Peter White, the article discusses the type of in-depth collaboration that went into the space. More than just an environmental design project, White Design Studio worked with JP Flooring to use specific brand strategy as a way to re-think and re-define their retail experience.

To read the full article from Floor Focus Magazine, click here
To listen to an interview by Floor Focus Magazine, click here
And be sure to check out our full portfolio post for JP Flooring’s showroom redesign here

Hardwood section of the newly designed JP Flooring Showroom
Lit pillow graphics designed for new JP Flooring showroom designed by White Design Studio
Customers sitting with sales rep at custom designed sales station in the new JP Flooring showroom

2019 CDA23

Posted on November 29, 2019 in Announcement

2019 was our year at the Cincinnati Design Awards (CDA), taking home not one but two pieces of hardware for two very different projects. Our first award was for the design, fabrication, and installation of environmental branding features for 84:51, a Cincinnati data science company. Our dramatic mobile located at the sky lobby anchors the space as well as serving as a meaningful depiction of what 84:51 does and how it benefits both their customers and their customer’s customers. See the 84:51 project here in our portfolio section. 

The second is Carlisle and Finch, one of the oldest family-owned companies in the country. We created an updated brand and guidelines then put the new theme to use to design a Customer Experience Center (CXC), right in their facility. See the details here. 

The CDA program recognizes the best in design projects produced by Cincinnati-area architects, interior and landscape designers, community planners, and experiential graphic designers. 

White Design Studio wins 2019 Cincinnati Design Award CDA23

A World of Office Furniture Gets a New Identity

Posted on September 19, 2019 in Identity

We created a new mark and logotype for a regional Office Furniture liquidator. We wanted to express the world of different items that are available in a clean and colorful way. The result is a globe-inspired mark built from icons of office furniture. It’s bright, it’s clean, it’s organized. The mark will be used for building and vehicle signage but also online too. Be sure to visit Liquidators’ World in Cincinnati and Lexington and see all they have to offer.

Come Visit

Posted on September 19, 2019 in Announcement

We are attending the 2019 AIA Ohio Valley Regional Conference on September 20th, 2019. Look for Peter and Jordan – Hint, they’ll be the ones in the chef’s hats. Ask them to bake some branding into your next project and while you are there, pick up a cookie.

A New look for an old Customer

Posted on November 26, 2018 in Announcement, Identity

We started working with our friends at JP Flooring over 20 years ago, and the first thing we did for them was to give them an identity. The now familiar logo has served them well over the years. Logos and brands are one of the most critical aspects of your business, and periodically it is beneficial to update your look to realign to your current marketing objectives. We recommend refining or, in some more creative brands like a design studio, dramatically changing your brand every five years or so. Well established brands must handle this carefully – attracting new customers while reengaging your existing ones.

We are currently redesigning JP Flooring’s Design Center in Cincinnati. One component of our brand refreshment was to update their beloved red carpet roll logo. We had several goals for the refresh:

• Simplifying the red logo with the logotype, JP Flooring Design Center
• Make the mark more flexible in other branding applications
• Make the mark more impactful and dynamic

Our solution, shown here, was to make a series of calculated design moves to let the JP logo be more integrated into the overall brand and to strengthen the mark to go from an abstract JP to a concrete JP. We are currently working through the execution of the new brand. Look for future stories on how we are keeping JP on top as one of the premier flooring showrooms in the country and how their graphics standards serve to guide every step in the process.




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 Responsive Website for Kepes Architecture

Posted on September 13, 2017 in Digital

We have a long history of partnering with architects all around the country. Peter’s experience in working with residential and commercial architects, as well as interior designers puts us in a unique position to help firms, large and small, with their branding and marketing communication needs.

Chris Kepes has been a friend of our studio for years. We first helped him with his identity back in 2006. The Kepes Architecture site is now updated, and we wanted to help spread the news for Chris and show off our skills a little too. The new site is fluid, mobile-friendly, and a fully responsive website, optimizing the desktop, tablet, phablet and phone experiences. We took a minimalist approach for this responsive website, allowing Chris’ work to be the star and speak for itself.

Take a minute and learn more about Kepes Architecture and Chris’ unique projects here.




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.





District 3 Police Station is Recognized

Posted on June 1, 2017 in Announcement

White Design Studio is proud to be part of the project team that brought this new facility to life. Peter White first facilitated a series of public art workshops—helping representatives from the 13 neighborhoods of District 3—conceptualize the design; then we developed a series of exterior and interior features that supported their vision. Finally, we engineered, fabricated and installed the finished environmental graphic design pieces.

Read the full article here

See our portfolio story here

Cincinnati builds what will be the country’s first Net Zero Energy police station






Words to Design By…

Posted on May 12, 2017 in Design 101

Peter White’s DSE 2017 Recap from Las Vegas – The Latest Digital Interactive Technology

Posted on April 10, 2017 in Announcement

Digital Technology Report 2017
We are always on the lookout for new digital interactive technology to incorporate into our branding, communications and storytelling solutions. The 2017 Digital Signage Exposition (DSE) 2017 held on March 28-30 showcased some exciting, new interactive technologies that could find their way into our solutions shortly. Las Vegas is Mecca for digital displays, so it was the perfect location to hold the show.

At White Design Studio, we integrate a variety of mediums and techniques into our experiential graphic design features. Always looking for new digital interactive technology, we diligently comb the digital horizon for hardware, software and peripheral devices that enable and facilitate our storytelling. WDS has always strived to make technology invisible in our designs, helping to deliver the show without it being the show. The iPhone’s tenth anniversary has made it increasingly difficult to stand out. Now going low-tech to demonstrate or deliver a key messaging is a more effective technique. With this in mind, this year’s show featured some exciting new digital interactive technology. The interactive technologies left us re-energized and anxious to weave some of these innovations into one of our future communications challenges. Here are top 3 things Peter brought back from the show:

1. DynaFlash – We have been experimenting with projection mapping for almost a decade now. We like how it marries static white sculptural shapes with frenetic digital skins, and we have utilized it as a storytelling technique that is unique, artful and engaging. Tucked in the back of the show, the Inrevium Company booth was plain and small. It was manned by animated, non-English speaking youth who were obviously excited by what they were demonstrating but at first glance, I was unsure of its application. It was only after some research that the possibilities for this device revealed itself.

The DynaFlash projector delivers video at 1000fps (frames per second). That is impressive compared to an average projector running a standard 24-30fps, but it is the dynamic projection mapping onto deforming non-rigid surfaces that make it special—”What did you say?” When this super-fast projector links to projection mapping software, it can continuously map digital images onto an ever-changing and moving screen. Think of an advertiser being able to project a video onto the back of an NBA player’s jersey – ok, maybe not, but that is the easiest way to understand what this digital interactive technology can do. Low latency (response time) keeps the image refreshed while the geometry of the screen (the jersey in this NBA illustration) is continuously moving. Once this idea clicked with us, our minds began to smoke with possibilities.

Watch this quick video:

2. ViewNeo – Computers are great at triggering other computers or software events. Triggering a light bulb to come on or other another powered device has been an expensive and cumbersome task. Enter ViewNeo, a Düsseldorf-based company with a low-cost ecosystem that utilizes actuators and sensors to trigger software, hardware and external devices (like a light bulb or any 110 power socket). This digital interactive technology is inexpensive, German-designed and efficient (we already said German, didn’t we?). The interactive system consists of a central sign player hub, called the Butler.But here is where it gets interesting; they also sell Motion Sensor Detectors. These detectors trigger the Sign Player AND Radio Plugs – 110 outlet switches – that are integrated into video timelines to come on and off. A boon for multimedia presentations that extend off the computer screen and into the environment. Think of a diorama or store display that reacts to your audience’s proximity and then deliver a dynamic environmental presentation using a variety of powered props – like a product turntable, a bank of lights or even a fan. The sample installation in their booth had a video that was art directed into marrying these external events into the video. e.g. When the light bulb turned on, the lighting on the model on the video changed to reflect the external change – they did the same thing with a fan – the model’s hair began to blow in the breeze. Very effective. Very affordable. Very aufregend. Very aufregend indeed.

Peter White

Great new digital interactive technology at the DSE 2017 in Las Vegas

3. EloTouch’s – EloView Solution – We’ve been specifying EloTouch monitors for a long time. We’ve also designed several proprietary software packages for specific projects that also lend themselves to a host of other applications. Obstacles to deploying our solutions are IT integration, set-up, delivery, content/operating software updates/maintenance. Enter, EloView, a new solution from EloTouch – a cloud-based authoring hub, EloTouch monitor and form factor PC integrated solution.

With this digital interactive technology, we can author any App or HTML5 Website and run it over the EloView solution. First an EloTouch touchscreen-enabled monitor arrives onsite. Then, it only has to be plugged into an outlet and connected to the local WIFI – easy. The EloView online portal delivers the content to the unit. It allows constant monitoring and updating by our team. It can even set up a series of monitors for campus installations. All connected, up-to-date and remote-maintained. It all runs on Android, and there is no limit to the number of accounts we can host. It even has a camera so incorporating proximity and motion activation into the designs is easy and seamless. A game changer for custom-designed, interactive, touch solutions. We can’t wait to try it out on some of our custom software solutions.

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

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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White Design Studio is Growing

Posted on January 22, 2017 in Announcement


White Design Studio in Cincinnati has expanded to C-bus. Muti-disciplined designer Peter White has moved back to his hometown in Columbus, Ohio and is quickly making his presence known talking to local partners and customers. Plans for additional space is on the boards, and Peter is intent on creating a dream studio in his 1800’s barn. See the attached photos for a hint of what’s to come, and look for updates coming soon.

White Design Studio in Cincinnati continues to operate from our original Mariemont location, just as we have for the past 25 years. Now our customers and partners have two reasons to visit us!

White Design Studio WDS


Packaging Design | Lotus Flower Tea | Matcha

Posted on December 5, 2016 in Announcement


Matcha is the cure for almost everything and who wouldn’t want to design and brand that package! We landed on this clean treatment that features an ensō design. “In Zen Buddhism, an ensō is a circle that is hand-drawn in one or two uninhibited brushstrokes to express a moment when the mind is free to let the body create.” “It also symbolizes absolute enlightenment, strength, elegance, the universe, and mu (the void). It is characterized by a minimalism born of Japanese aesthetics.”

We kept with that tradition by utilizing a minimal black and white treatment and clean type. The result is eye-catching on the shelf, easy to produce and an appropriate visual metaphor for the product. We also designed the mark/logo for the company that imports the Matcha – Lotus Flower Tea.


New Exterior Sculpture Commission for the Regenstrief Institute

Posted on December 5, 2016 in Announcement


Last year we were installing the interior branding elements for the Regenstrief Institute, a research support organization of the Indiana University School of Medicine in Indianapolis. We were also asked to assist in the design of the exterior courtyard. We submitted several designs for an exterior centerpiece sculpture which celebrated the Institute’s founders, industrial visionary and philanthropist Sam Regenstrief, and his wife Myrtie. The pair founded the Institute with a vision of improving public health through technological innovation and cutting-edge healthcare research. We landed on a conceptual design early this year and spent the rest of the year developing the feature and working with our partners to engineer, fabricate and install it. Bassermatter helped us with the canopy design and geometry; Thorson Engineering did structural analysis; Shiel Sexton is pouring the foundation; Unalam is constructing the wooden humanoids, and Vulkane is fabricating the stainless canopy as well as installing the other components. Construction is underway with a scheduled installation early next year.

The sculpture consists of three main elements that combine to honor and symbolize Sam and Myrtie Regenstrief’s vision for the Institute:

A large ellipse-shaped bench/stage anchors the piece to the largest of three seating areas that make up the new courtyard. It is both a stage for presentations but also a bench to encourage impromptu discussions.

Two 20’H stylized, laminated wooden figures depict Sam and Myrtie Regenstrief. Cables affixed to their fingertips support a three-dimensional representation of the Institute’s mission to “create pathways to better health.”In other words, Sam and Myrtie are literally and figuratively supporting their mission for the Regenstrief Institute.

The undulating network of stainless rods, tubes, and spheres span over 1200 sq ft. and are meant to inspire those who work in its shadows to grow and connect the Institute’s various health related initiatives. Uplights in the stage will bathe the canopy in light at night providing a dramatic aspirational centerpiece for the courtyard.

Our latest sculpture is an excellent example of a new breed of art pieces and environmental branding that White Design Studio is creating to help to tell the story of an organization instead of being purely decorative. We are proud to be involved in this important project and look forward to seeing the finished piece. Until then, here are some of the concept sketches and renderings of our design.

White Design Studio is a multidisciplinary design firm located in Cincinnati Ohio. We specialize in the design, production, and installation of integrated branding. We believe that branded environments are the most efficient way to communicate your message to all of the audiences that interact with it.















The White Design Advantage

Posted on July 11, 2016 in Announcement

Sometimes we do our best work when we are under a tight deadline. That was the case with the Unicell Manufacturing Company project. They are located in Toronto and Buffalo, New York and have been developing a revolutionary new electric delivery vehicle for the likes of UPS, FedEx and one of Canada’s major players, Purolator. Unicell had an opportunity to show it off to some of the electric vehicle’s biggest players at Discovery, Canada’s Premier Innovation Showcase, held at the Toronto Convention Center in May 2016.

WDS helped rebrand the effort by changing the name and tagline, and creating a new graphic look for the vehicle and support materials too.

Advantage was the name we selected – a logo and tag soon followed. From there, the delivery van graphic wrap was designed and applied, and a website, brochure, and videos were designed and produced.


White Design Studio, Cincinnati, Ohio, Columbus, Unicell, Brand Identity, Graphic Design, Logo Design, Canada, Toronto






Posted on March 2, 2016 in 25th Anniversary


Renderings have been part of our process from the start – from gauche on cold-press to markers to digital – and over the years we’ve experimented with a lot of recipes. We compose renderings in SketchUp then assemble them in Photoshop, where we add graphics, lighting effects and entourage. Here’s a sampling of our presentation renderings over the years.












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?

Words to Design By…

Posted on January 1, 2016 in Design 101

“Well begun is half done” wraps up our studio’s approach to almost any problem. We’re quick to extend our capabilities, adopt new practices and stretch our comfort zone. Once the momentum has begun, it will carry you through the tough spots.


Posted on December 23, 2015 in Announcement

Peter and Tim have been friends since Beluga’s sushi chefs were living in Tim’s garage! Tim’s shop Vulkane is one of our most valued—and fun—partners. A great article and we even get a “name check.” It’s nice to see them getting the press they deserve! Tim Kane, Thomas Condon and the rest of gang do great work. White Design has partnered with Vulkane to produce sculptures, interior features, interactive displays, large-scale graphics and other environmental graphic design pieces for a wide variety of corporate clients.

Read the article here:


Posted on September 25, 2015 in Announcement

Contender Logo-10

Pete plays hard when he’s out of the studio. The Santa Cruz Yacht Club hosts this year’s International Contender Worlds. We designed the logo for the event. Competitors from the UK, Australia, Denmark, Germany, The Netherlands, Italy, Canada and the US will all converge on Santa Cruz in April. Below, Pete shows some unorthodox style while training in Toronto for the big race.

Contender Logo-11

Photo by Frank Whittington


Posted on July 26, 2014 in Design 101

Spear Evolutionary-42

We think David Parks first used the phrase “Evolutionary or Revolutionary” to describe the two design paths when refreshing an existing corporate identity. We evaluate an existing logo to determine if the logo equity or recognition has value or if a new mark is more appropriate. Successful evolutionary logos carefully alter existing marks in a way that is not immediately evident to established customer bases.

This project for Spear, a Cincinnati-based labeling company, is a perfect example of how our careful manipulation of their existing mark makes it fresh, while not losing any of the existing equity.

Celebrating 25 Years • SKETCHES

Posted on January 1, 2014 in 25th Anniversary

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We are both new and old school designers. Sometimes nothing replaces a roll of tracing paper and some markers. A classmate at Miami University Architecture School, where Pete attended, used to kid him about drawing in plan and elevation at the same time. What’s wrong with that?

Here are a few sketches that were the beginnings of some big projects for us.







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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Posted on October 26, 2012 in 25th Anniversary


Why, How What

Our design process has evolved over the years. We now take a more strategic approach to our design solutions – identifying the takeaway messages for each audience and then determining the best way to deliver that message. Simon Senek’s Ted Talk, Start with Why got us thinking about how to structure the messaging in our designs. The idea that “people don’t buy WHAT you do, they buy WHY you do it” helped us organize the way we present messages and the mediums or presentation techniques we use to deliver them.

Words to Design By…

Posted on September 7, 2012 in Design 101


Posted on August 26, 2012 in Design 101


We use a tree metaphor for designing corporate identity. The trunk is the logo and other non-changeable elements. In our design world, this takes shape as a Brand Guideline. Limbs are the overarching principals of the organization such as innovation or efficiency. In some instances, they can also represent different company divisions. Leaves are the individual products or ad campaigns. Most campaigns last 18-24 months and then new ones sprout. Leaves also tend to be the most colorful – or have the most personality (another White Design Studio term we use a lot!). Trunk and limb level messaging should always inform or support the leaf level.

Using the WHY-HOW-WHAT strategy, the trunk is the WHY message, limbs are the HOW and leaves are the WHAT. Product managers want only to talk about the leaves – or the WHAT – but they should be framing all of the messaging in the context of WHY, HOW and WHAT.

Bottom line: Every message should include portions of WHY, HOW and WHAT – the difference is in the proportions of each.


Posted on November 24, 2010 in 25th Anniversary


We updated our own interiors in 2010. Finally a proper conference room. The large wood vintage cabinet is from a hardware store in West Virginia.

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Words to Design By…

Posted on November 7, 2010 in Design 101


Posted on April 4, 2010 in 25th Anniversary


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Pete’s parents – John and Mary Jean White – have one of the largest apothecary collections in the country. We took a break from our day-to-day work to photograph, catalog and create a coffee table book of the collection in 2010. Below are some of the artifacts.

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Posted on January 24, 2010 in 25th Anniversary


Chris Stegner is our in-house photographer. This shot uses over 40 individual shots stitched together to form a 360° view of our neighborhood in Mariemont. See more of Chris’ photography here.

Same But Different

Posted on August 26, 2009 in Design 101

Same but Different-49
Another WDS axiom – and one of our favorites. We especially use this phrase in the exhibit or retail solutions where we are designing a base system with common parts or elements and simply changing the dressing for a particular product line. This sketch shows a series of logos for Spear that share a common graphic language but use different colorways and graphics to make them distinctive.


Posted on November 24, 2008 in 25th Anniversary

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Mrs. Le Ruche joined our staff working half days. She is an inquisitive designer and specializes in animal communications.

She retired in 2014.

Words to Design By…

Posted on November 22, 2007 in Design 101


Posted on January 26, 2007 in Design 101


It takes two – two sides of the brain, that is – to learn and retain. The right hemisphere of the brain responds to emotions. So we use emotional techniques to help us get our targeted consumers’ attention. Once we have it, they are in a position to absorb a message and retain it. For that, we target the left hemisphere.

We marry this idea with our WHY-HOW-WHAT message structure. WHY messages are best delivered by targeting using techniques that tap the emotive, or right side of the brain. HOW messages use equal parts of the left and right hemispheres, and WHAT messages utilize the left hemisphere. The left side targets analytical messaging.

A WDS hypothesis is that during an experience the left hemisphere becomes saturated and needs the right side to be restimulated periodically to be ready to retain analytical information again. We use these theories to link together an Experience Arc to our environments. Much like a Story Arc, the Experience Arc carefully orchestrates how a particular message is set up and delivered over time. Concepts like Barbara Fredrickson and Daniel Kahneman’s Peak-End Rule also get woven into our Experience Arcs. More on this in later posts…

Celebrating 25 Years • 2006

Posted on November 1, 2006 in 25th Anniversary

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“All the Elements” was the theme of our 15th Anniversary campaign. The science metaphor was used to communicate the great chemistry our designers have together in combining various mediums into cohesive design solutions.


Posted on October 28, 2006 in Design 101

TouchPoints are defined as “any encounter where customers and business engage to exchange information, provide service, or handle transactions.” and they are another favorite term at our studio. We talk about creating an experience arc by identifying every touchpoint and examining them as a series of events – each building on and shaping the next. A perfect example of the “whole being greater than the sum of the parts.” TouchPoints can be a physical location such as Showroom or a process such as Registration. Any and all points of contact – or touchpoints – are an opportunity to communicate your message, and the cumulative series of touchpoints makes up the overall experience.


Posted on September 25, 2005 in 25th Anniversary



A favorite logo for our friend Suzy Jacobs Knoll, for a boutique called Julia’s Closet. We followed through with the store design and fixtures too.

Words to Design By…

Posted on July 16, 2005 in Design 101


Posted on July 10, 2005 in Announcement

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Our first Cincinnati Design Award for our work at JP Flooring in West Chester. Our new identity, architecture, showroom and interior design all combined to create one of the premier flooring showrooms in the country.

Celebrating 25 Years | White’s
Service Center

Posted on October 30, 2004 in 25th Anniversary


White's Service-68

Peter’s cousins in Urbana, Ohio have a Ford dealership. They came to us because they were frustrated with corporate Ford’s vision for their new facility. We took inspiration from Peter’s Uncle Noel’s garage that had been a fixture in Urbana since the 40’s. The solution incorporated a new identity, architecture, interiors and graphics. It became one of our first, ground-up, integrated designs. The results were a one-of-a-kind, small-town Ford dealership.


Posted on September 26, 2004 in 25th Anniversary

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TeachWater is a line of educational models that are used to teach children and adults alike about nature’s water-related principals. An interactive watershed table, cavern simulator, and high-flow stream aquarium are all products that are available. We helped our good friend and collaborator, Mike Strohm, to create an identity and web presence.


Posted on May 26, 2004 in Design 101


Nigel Spivey from Spinal Tap could turn it to 11, but we have to remind ourselves to exercise restraint when designing integrated branding solutions. If everything talks, then nothing does. The volume of the environment without our branding largely determines how loud our design has to talk.

Another use of this phrase has to do with pushing on too many design levers at once. Each design tool – color, type, material, sound, light – can be thought of as an instrument in a rock band. The best music only uses three instruments at a time in a pleasing ratio. Too many instruments playing at the same level results in cacophony.

“Music is the space between the notes” – Claude Debussy

We work hard to compose pleasing compositions that move and change as spaces are explored.

Celebrating 25 Years | Newsletters

Posted on May 7, 2003 in 25th Anniversary

WDS Newsletter-67

The WhiteStuff was the title of our first blog and newsletter. We divided our work into five categories – Logos, Printed, Environmental, Interactive and Internet. Our categories have changed over the years but our passion for providing integrated branding remains.