Okanogan Valley

Sometimes projects can take us in new directions. This one put our travel and design skills to the test. David hired us to help find a buyer for two large pieces of property located in the Okanagan Valley in Washington State. We first created an overall brand and then two mini-brands for each parcel. The idea was to promote new uses for each while also selling the Okanagan Valley as a tourist destination.

We tapped our videographer friend, Alex Arkeilpane, a.k.a. Funk from FunkHouse Media (funkhousemedia.com) to help us concept, shoot, and edit three short videos that serve as a companion piece to the website and a quick introduction and enticement piece to the area.

We created all the graphic and narrative content first and then made the journey to document the properties. We were treated to tours of working cherry farms, and orchards, even a visit to the local VFW hall, where we showed off our midwestern billiard skills to the delight of the locals. Our trip coincided with last summer’s heatwave, so we shot most of our work in +100° temperatures. Overall we had a blast, met new friends, flexed our creative muscles, and got an inside look into an area of the country we’d not had the pleasure of visiting.

We developed an over arching entity called Okanagan Valley Land Company to market the two separate pieces of property. Our client is potentially interested in partnering with a developer. We used some historical references and western-influenced colors and type to create brand elements that worked for all entities.

Both of the new marks we created for the properties are based on branding irons (the original brand). Kernan’s Ranch has a more natural, rugged personality compared to the identity we created for Orchard Bay, the smaller, lake-front property that had been an orchard since the 1920s. We designed three potential development scenarios for each to act as a catalyst to inspire developers to discover the unique opportunities these pieces of property possess.

We shot video and still photography for three days, mainly working with the drone at sunrise and sunset and then gathering b-roll imagery during the days. In between, we wrote scripts, swam, edited, and interviewed.  The result is a coordinated package designed to encourage inquiries and conversation. The videos can work independently or together. Maybe it’s time you thought about moving to Orville. I know we sometimes do.

Council on Aging

A new facility is a perfect time to rethink and update how you present yourself to your clients, vendors, and employees. COA knew that and wanted to take advantage of the situation. We were asked to help with exterior and interior signage/wayfinding and interior branding and messaging.

We’ve refined our design process over the years to make our first step, in almost any project, to write a narrative of the message takeaways for each audience. It distills down into a Problem, Solution, Reward, message architecture, and this simple step in our process creates a framework that informs every design decision.

Here’s the messaging we created for COA:

The Problem—Seniors, disabled people, and their family members need assistance coordinating the help they need to stay independent in their homes and communities.

The Solution—One call to COA links people to various agencies, information, and programs that serve older adults, people with disabilities, and their caregivers. We provide right-sized custom care solutions tailored for each individual.

The Reward—Seniors and those with disabilities live better and more independent lives. They remain engaged and connected to their friends, family, and community. Caregivers receive support to help their senior loved ones remain independent so they can take care of their families – retain jobs – a benefit to taxpayers as COA assists in the lowest cost setting.

Once we create this outline, we use an experienced model to deliver this information in a way that “sticks” and is easily repeatable. Our goal is to make anyone who experiences your facility an ambassador by telling them your story in a memorable and repeatable way.

We also extend existing brands for uses beyond the current Brand Guidelines and integrate our elements into the architecture and interiors. We are the glue that pulls all the ingredients together and transforms “a facility” into “your facility.”

Exterior signage for Council on Aging shows the COA logo and address.

COA’s branding starts on the exterior. The building is in a 1980s industrial park. Multiple entrances required both design continuity to tie the structure together and uniqueness for the respective audiences. Our solution was to use the same physical solution to highlight each location – from the main sign to each entrance sign. Overlay signs are constructed with DiBond and use COA brand colors and graphics. Colorful graphic bands wrapped corners to highlight the main entrance. COA logos, wayfinding information, and COA’s keywords are composed into banded compositions.

Bright orange fabric frame timeline outlines COA's story. Dimensional orange letters above the timeline read "Responding to the Needs of Our Community"
Blue fabric frame with dimensional letters "Our People are the Difference". Image on fabric frame shows three smiling women in black and white.
Magnetic board with dimensional letters in black that read "What Success Looks Like". Board has magnetic 'polaroids' showing black and white images of people helped.

The main hallway features a Why, How, What wall that delivers COA’s mission statement, a timeline, and a changeable photo board featuring individuals whose lives are improved by COA’s care and services.

Giant white letters read "Compassion" in hallway. Three colored stripes sit above the word.

Large, emotional keywords are featured in prominent locations around the facility. These act as reminders to the employees on the WHY and HOW of what they do. Dimensional COA accents punctuate and add a common element to each feature.

Three fabric frame case studies line hallway of offices. Images show black and white images of elderly people helped along with their quote.

Individual case histories throughout the facility show how COA customizes its solutions for each need and the diversity in the populations they serve.

Bright orange wall with two large quote bubbles applied to it.

Quotes are a great way to inspire and ground employees. They are tailored to locations in the facility or the function or activity of a space. We treated all these as an inexpensive interior design element, locating them on painted accent walls in open areas and conference rooms.

Large graphic panel showing black and white images and COA Values on orange and blue background.
Black and white images of clients between stripes of orange and blue.
Long graphic sits along left side of hallway with a case study graphic opposite.

New National Headquarters for the Disabled American Veterans (DAV)

We are designing, producing, and installing interior and exterior branding for DAV’s (Disabled American Veterans) new National Headquarters in Cincinnati. The goal is to bring its iconic brand to life in a 3D brochure. The building is the cover, and the interior spaces are the pages.

The building experience begins with its prominent view from the I75/71 expressway. We wanted the building to be a brand statement. Simple, clean lines frame the DAV logo, creating a balanced 3D composition from any viewing angle.

DAV’s story begins in the lobby. A simple reception desk uses DAV logo geometry. It provides a landing place 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 exhibit flank the desk. Each piece complements the others to create pleasing visual compositions from any angle.

Visitors, veterans, and employees can learn all about DAV using the touch interactive video tower. It plays a custom-formatted DAV overview. Other content ranges from short pieces on activities and programs and customized presentations. Even the latest news from DAV which we call DAV TV. It recognizes donors, celebrates veterans’ stories, and trumpets employee accomplishments. Specialized sound equipment allows for one-on-one or group audio.

More branding elements deliver messaging tailored by location, audience, and activity. Circulation hubs such as elevator lobbies and break rooms feature DAV TV’s kiosks. They share some of the lobby tower content plus department metrics and other customized messaging.

A retail store is next to the interactive and exhibit area. It offers a wide range of DAV-branded clothing and accessories.

Cushman & Wakefield is managing the entire project. We are partnering with Champlin Architecture, Bayer Becker, and Danis Construction. The building opens mid-2021.

Cool 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

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

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.

New JP Flooring Showroom featured in Floor Focus Magazine

Check Us Out in Floor Focus Magazine

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

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

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.

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Come Visit

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

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.




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.


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 pete@whitedesignstudio.com

New Responsive Website for Kepes Architecture

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

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

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






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

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 pete@whitedesignstudio.com

Motorists’ Innovation Hub

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


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