Visionary developer Hempel Companies along with the highly talented folks at TKWA have given Milwaukee an iconic downtown destination, with the reimagined Grand Avenue Mall (now ‘The Avenue’) and its anchor draw, the 3rd St Market Hall.
The role of the wayfinding and signage program was to help unite a highly disparate series of buildings, making navigation not just seamless but also fun — an intrinsic piece of the property’s DNA, with the Food Hall and vibrant mix of social, work and play spaces on offer.
Large scale environmental graphics add color and personality at key points of entry and landmarks throughout the development.
Fabrication and installation by the incredibly talented team at Sign Art Studio.
The office component of the development took elements of the overarching property visual identity, elevating it in line with the shift in architectural style of the historic former Matthews Building.
Project completed with the team and while at Kahler Slater, Milwaukee.