Embed Size (px)
Citation preview
Square Peg Design
Branding the
BUILT ENVIRONMENT
WHO WE ARE
Founded by Scott Cuyler and Mike Moore
over a decade ago, Square Peg Design has
created first and lasting impressions for
hundreds of projects around the world.
Square Peg is a multi-disciplinary group
of designers, architects, brand managers,
strategists and construction managers with
a common focus on developing visual
communications for the built environment.
We design and develop that visual layer
between the built environment and your
audience. The layer of visual communications
that brands, informs, directs, identifies and
enhances one’s experience within any number
of environments. It could be a city, a campus,
a stadium, office or retail development.
Whatever the project, the public’s perceptions
are based on the experiences they encounter
along the way. Is it welcoming. Where do
I go? Where do I park? How do I get in
or out? It’s that first positive impression
that determines success.
IDENTITY
WAYFINDING
SIGNING
BRANDED ENVIRONMENTS
PRINT COLLATERAL
AMENITIES
PUBLIC ART
SPECIAL FEATURES
THEMING
MULTI MEDIA VENUES
SIGNING CRITERIA
BRAND GUIDELINES
WHAT WE DO
WHERE WE DO IT
Locally, Nationally, Globally.
Since our inception in 1996 we have been
inspired by projects at home and around
the world. With offices in California,
Singapore and the UAE, Square Peg Design
has the passion, experience and abilities to
service our clients wherever their projects
take root. From the Americas to Europe,
throughout Asia and the Middle East,
SPD has the experience and knowledge
for success.
HOW WE DO IT
WE LISTEN
It all starts with listening to our client, understanding their vision and goals.
WE RESEARCH
The environment and regional conditions, the audience, the competition.
WE EXECUTE
Successful design starts after we have collected and analyzed all information
that will effect the design direction. A step by step design process assures our
clients goals are achieved and our design solutions exceed all expectations.
1
A. Research
B. Analysis & Programming
C. Conceptual Design
JK
L
32 541
AB
C GH
I
DE
F
CLIENT MEETING
SPD meets with client and consultants to listen and establish vision, goals, and budgets
2
D. Refinement
E. Program Development
F. Design Development
CLIENT MEETING
SPD presents ideas and concepts to client for comment and direction
3
G. Design Documentation
H. Program Documentation
I. Bid Documents
CLIENT MEETING
SPD presents designdevelopment for finalcomments and approval
4
J. Submittal Reviews
K. Construction Administration
L. Installation Review
CLIENT MEETING
SPD presents designdocumentation packagefor release to bid
5 PROJECT COMPLETION
Happy client
FEATURED PROJECTS
“They will always be one of our first choices for our environmental signage and graphic solutions.”
Angelene Chan | Director | DP Architects
Squ
are Peg D
esign
SCOPE OF SERVICE:
LOCATION: Tukwila, Washington CLIENT: Westfield Corporation ARCHITECT: Westfield Corporation
Westfield Southcenter
Renovation and addition to an existing
regional center. The addition included
two parking structures and
approximately 250,000 GLA.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing & Graphics
Squ
are Peg D
esign
SCOPE OF SERVICE:
LOCATION: Costa Mesa, California CLIENT: South Coast Plaza ARCHITECT: Callison Partnership
SPD was retained to design a creative and
memorable project identity as well as a
signing and graphic program that informs
and directs visitors while at the same time
reinforces the South Coast Plaza brand.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
-Tenant Signing Criteria
South Coast Plaza
Squ
are Peg D
esign
SCOPE OF SERVICE:
Select Citywalk LOCATION: New Delhi, India CLIENT: Select Infrastructure Pvt Ltd ARCHITECT: DP Architects
Square Peg partnered with DP Architects
to provide an integrated wayfinding and
signing program for this 1.28 million sf
mixed-use complex in New Delhi.
Select Citywalk Features:
-Retail Center
-Mulitplex Cinema
-Civic-oriented Plaza & Gardens
-2,000 space Car Park
SCOPE OF WORK:
-Wayfinding
-Signing Design
-Full Implementation
-Design Oversight
Squ
are Peg D
esign
SCOPE OF SERVICE:
SPD was commissioned by Westfield to
design new interior and exterior signage,
garage identification and wayfinding for
a new mall addition. This resulted in up-
dated graphics utilizing the new standard
for all signage and structures throughout
the property.
The graphics were based on 2D and 3D
interpretation of a rose petal, whether it
was used as a sculptural form for the ex-
terior monument or as a series of patterns
showing falling rose petal on the site and
the interior.
SCOPE OF WORK:
-Identity
-Interior & Exterior Signage
-Wayfinding
-Patterning
-Public Art
LOCATION: Roseville, California CLIENT: Westfield Corporation ARCHITECT: Gensler
Westfield Roseville Galleria
Squ
are Peg D
esign
SCOPE OF SERVICE:
MetroWalk LOCATION: Taipei, Taiwan CLIENT: D. C. International ARCHITECT: The Jerde Partnership
SPD was retained to design a creative
and memorable project identity as well
as a signing and graphic program that
would inform and direct visitors while
at the same time reinforcing the overall
project brand.
-Six Levels
-80,000 SM
-30 Food Venues
-13 Screen Theater
-Public Performance Plaza
SCOPE OF WORK:
-Identity
-Patterning
-Wayfinding
-Signing Design
-Sculptural Feature
-Banners
-Mural Graphics
-Retail Kiosk and Cart Design
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Chicago, Illinois CLIENT: Brookefield Development ARCHITECT: Skidmore Owings & Merril
Chicago Place
Brookfield Development sought an
identity and signing program that firmly
established its Chicago Place project as a
Chicago landmark. This was
accomplished through an overall design
reminiscent of the work of Frank Lloyd
Wright and Louis Sullivan. By working
in conjunction with SOM, the identity
was seamlessly integrated into the
architecture.
Chicago Place features:
-8 levels
-400,000 sq ft
-Winter Garden
-Restaurants and Cafes
• Designed by Scott Cuyler while at Sussman Prezja
SCOPE OF WORK:
-Identity
-Patterning
-Wayfinding
-Signing Design
-Sculptural Feature
-Print Materials
Square Peg Design
SCOPE OF SERVICE:
The Dubai Mall LOCATION: Dubai, United Arab Emirates CLIENT: EMAAR Group ARCHITECT: DP Architects
The Dubai Mall is the largest mall in the
world. It is part of the Downtown Burj
Dubai development and is linked to the
world’s tallest building, The Burj Khalifa.
Project includes:
-6 Million sf of Retail
-6 Million sf of Parking
-1,400 Retail Tenants
-World’s Largest Aquarium
-500,000 sf Gold Souk
-Skating Rink
-Bowling Alley
-Movie Theaters
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
-Environmental Graphic Feature elements
throughout the mall
Square Peg Design
SCOPE OF SERVICE:
The Dubai Mall - Fashion Atrium LOCATION: Dubai, United Arab Emirates CLIENT: Emaar ARCHITECT: DP Architects Pte Ltd
SPD was commissioned to develop several
feature elements for certain areas of the
Dubai Mall utilizing cutting-edge
technology. These features were an integral
component of an overall
media program used for entertainment,
promotion, advertising and information.
This feature is located in the Fashion Atrium. It
is a composition of five, 7m dia rings that are
.5m high. The rings are individually supported
by a computerized hoisting system to raise
and lower the rings into a variety of positions.
The rings are complimented by smaller LED
screens at the perimeter of the atrium
and a customized sound system.
In 2009, Square Peg Design was awarded the
Merit Award from the Society of
Environmental Graphic Design (SEGD) for
this Ring Feature.
Jury comments“This represents an incremental step in the
development of digital signage
applications, creating a visual landmark,
chandelier, and cylindrical, animated
billboard in one kinetic adventure.”
Square Peg Design
SCOPE OF SERVICE:
The Dubai Mall Gold Souk LOCATION: Dubai, United Arab Emirates CLIENT: EMAAR Group ARCHITECT: DP Architects
The Gold Souk is a traditional Arabic
themed zone within the Dubai Mall, the
largest mall in the world. The 500,000 sf
Gold Souk (Gold Market) is the world’s
largest indoor market of its kind with
over 220 gold and jewelry retailers.
The Gold Souk is a contemporary
interpretation of Arabic architecture,
recreating the traditional charm of an
Arabian souk and reflecting the rich
regional heritage of the gold trade.
The retail and wayfinding signing design
incorporates a uniquely more traditional
style to compliment the themed
environment.
The Dubai Mall is part of the Downtown
Burj Dubai development and is connected
to the Burj Khalifa. The Burj Khalifa,
with 166 floors at a height of 828 meters,
is the tallest man-made structure in the
world.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
Squ
are Peg D
esign
SCOPE OF SERVICE:
LOCATION: Abu Dhabi, UAE CLIENT: Mubadala ARCHITECT: Goettsch PartnersSowwah Square, Abu Dhabi Financial Center
Sowwah Square is a prestigious
commercial development containing over
570,000 square meters of office, hotel
and retail amenities. The centerpiece of
Sowwah Square is the distinctive new
headquarters of the Abu Dhabi Securities
Exchange. It is surrounded by four
international Grade ‘A’-standard office
towers offering panoramic waterfront
views.
Square Peg was retained to design the
wayfinding and signing program for the
landmark development. The challenge,
successfully met by the Square Peg team,
was to design, tender, prototype and
implement finished signs for grand open-
ing of Al Sila, the first of Sowwah towers,
within a seven month window.
SCOPE OF WORK:
-Wayfinding
-Signing
-Feature Tower Identities
-Temporary Island Wide Signing
Square Peg Design
SCOPE OF SERVICE:
Square Peg Design was selected by MGPA to
design a comprehensive wayfinding and
signing program for their award-winning
flagship development.
Asia Square stands as the newest gem and
defining landmark in the skyline of
Singapore’s Marina Bay. The twin-tower,
mixed-use site comprises 2 million square
feet (190,000m2 ) of grade A office and
60,000 (5600 m2) square feet of retail space,
a 305-room five-star luxury Westin Hotel
complete with entertainment, dining and
conference facilities, and The Cube, a
100,000 square foot (9,300 m2) fully
landscaped atrium and gathering place where
extensive tree plantings enhance the
experience and the environment.
SCOPE OF WORK:
-Interior & Exterior Signage
-Wayfinding
-Advertising and Promotional Displays
LOCATION: Singapore CLIENT: MGPA ARCHITECT: Denton Corker Marshall
Asia Square
LOCATION: Dubai, United Arab Emirates CLIENT: Emaar ARCHITECT: Skidmore, Owings & MerrilBurj Khalifa
The Burj Khalifa, with 166 floors and a
height of 828 meters, is the tallest
man-made structure in the world.
Square Peg Design was retained by Emaar
Properties to design a comprehensive
signing program for this new global
landmark. The Burj Khalifa offers a
variety of destinations: offices, residences,
a spa, and the world’s first Armani Hotel;
therefore the wayfinding is quite complex.
The design demands were equally
challenging. By capturing the subtlety of
the contemporary architecture with just
the right mix of Arabic influence, Square
Peg’s wayfinding and signing program
successfully integrates into and enhances
the experience of this globally significant
structure.
SCOPE OF WORK:
- Identity
-Wayfinding
-Signing Design
SCOPE OF SERVICE:
Square Peg Design
Square Peg Design
SCOPE OF SERVICE:
SPD was engaged by Emaar to design a
public realm wayfinding and signing
program for the Downtown Dubai
development, home to the Burj Khalifa
and the Dubai Mall: the world’s tallest
tower and the world’s largest mall.
The program included gateways,
directional and identity signing, street
signing and pedestrian signing. The
signing program also included the tram
stations and the Abra stations (for the
traditional style boats for touring the
lake) as well as a comprehensive program
for the public parking structures.
SCOPE OF WORK:
-Wayfinding
-Signing
LOCATION: Dubai, UAE CLIENT: Emaar LANDSCAPE ARCHITECT: SWA Downtown Dubai
LOCATION: Dubai, United Arab Emirates CLIENT: Emaar ARCHITECT: Skidmore, Owings & MerrilBurj Khalifa
The Burj Khalifa, with 166 floors and a
height of 828 meters, is the tallest
man-made structure in the world.
Square Peg Design was retained by Emaar
Properties to design a comprehensive
signing program for this new global
landmark. The Burj Khalifa offers a
variety of destinations: offices, residences,
a spa, and the world’s first Armani Hotel;
therefore the wayfinding is quite complex.
The design demands were equally
challenging. By capturing the subtlety of
the contemporary architecture with just
the right mix of Arabic influence, Square
Peg’s wayfinding and signing program
successfully integrates into and enhances
the experience of this globally significant
structure.
SCOPE OF WORK:
- Identity
-Wayfinding
-Signing Design
SCOPE OF SERVICE:
Square Peg Design
SCOPE OF SERVICE:
Disney’s POP Century Resort LOCATION: Disney World, Florida CLIENT: Walt Disney Imagineering ARCHITECT: Arquitectonica
SPD was selected by Disney to design an
overall resort identity and a signing and
wayfinding program to direct and provide
information to resort visitors while
reinforcing the project theme.
Additionally, SPD designed graphics, wall
paper and bedspreads in keeping with the
overall design aesthetic.
SCOPE OF WORK:
-Identity
-Patterning
-Wayfinding
-Signing Design
-Sculptural Feature
-Bedspreads
-Wallpaper
-Service Vehicle Theming
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Harrah’s Casino Resort, St. Louis, MO CLIENT: Harrah’s Entertainment ARCHITECT: Friedmutter Group EAT UP Buffet Experience
Square Peg Design was commissioned to
design a graphics and signing package for
this new, upscale buffet. The entrance, in
the midst of a busy casino, warranted an
eye-catching icon which is now a popular
backdrop for photographers.
Six separate food identities were
developed to compliment the surrounding
architecture and kitchen fixturing. Also,
specialty food tag ID signing was created
for sneeze guard areas.
SCOPE OF WORK:
-Entry Identification
-Identities & Signage
-Site & Directional Signing
-Point of Sale Displays
Square Peg Design
SCOPE OF SERVICE:
Genentech LOCATION: Vacaville, California ARCHITECT: RMW Architects & Interiors
SPD created identity and signing for
Genentech’s corporate dining area that
convey an upscale, contemporary image
and fully integrate with the interior
design.
SCOPE OF WORK:
-Identity
-Signing Design
Square Peg Design
SCOPE OF SERVICE:
Harrah’s asked Square Peg to design the
graphics and signing program for the first
Paula Deen restaurant outside of
Savannah, Georgia.
As part of a major renovation at the
Harrah’s Casino Resort in Tunica,
Mississippi, Harrah’s converted their
main buffet into a Paula Deen Buffet.
SCOPE OF WORK:
-Identity
-Signing
-Wayfinding
-Displays and Exhibits
-Point of Purchase Graphics
LOCATION: Harrah’s Casino & Resort, Tunica, Mississippi CLIENT: Harrah’s Entertainment ARCHITECT: Friedmutter Group Paula Deen Buffet
Square Peg Design
SCOPE OF SERVICE:
Oakland City Center, located in the heart
of the City’s thriving business and govern-
ment district, comprises class A office
space, retail, restaurants and is a central
gathering place and a popular pedestrian
plaza for leisure and entertainment
events.
CBRE engaged Square Peg Design to be
part of the design team to “reinvent”
Oakland City Center by reimaging the
property’s brand identity. Square Peg
worked closely with CBRE’s team to
develop a new wayfinding and signing
program, reinforcing the new brand id
throughout the site.
SCOPE OF WORK:
-Identity
-Wayfinding, Signage & Graphics
Site | Parking Garage
LOCATION: Oakland, California CLIENT: CBRE
Oakland City Square
Square Peg Design
SCOPE OF SERVICE:
Fruitvale Village LOCATION: Fruitvale, California ARCHITECT: McLarand Vasquez & Partners
The Fruitvale Village project is one of the
most unique mixed-use developments in
the nation and is nationally recognized as
a leading smart-growth initiative.
This development also offers a unique
retail opportunity because of the range of
employees and daily visitors utilizing the
services and transit facilities that are
available at the site.
The Fruitvale Village retail plaza is
located at the entrance to the Fruitvale
BART station, the East Bay’s fourth
busiest station and ninth most frequented
station in BART’s 31 station system.
Square Peg developed design solutions
that were meaningful to the surrounding
community. The typography and color
palette reflected the ethnicity and unique
cultural mix that is Fruitvale Village.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
-Environmental Graphic Features
-Patterning
Square Peg Design
SCOPE OF SERVICE:
New craftsman-style retail stores are
gradually replacing existing concrete
tilt-up buildings at this 30-year old
community shopping center. Stained
cedar storefronts and trellises now
frame a series of landscaped pedestrian
pathways which also feature the work
of local and national artists.
The revitalized center is once again a
popular attraction for the residents
of this tightly-knit island community.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing & Graphics
-Tenant Signing Criteria
Alameda Towne Centre LOCATION: Alameda, California CLIENT: Harsch Investment Properties ARCHITECT: Field Paoli Architects
Square Peg Design
SCOPE OF SERVICE:
LOCATION: San Mateo, California CLIENT: City of San Mateo ARCHITECT: RMW Architecture & Interiors
City of San Mateo Parking
The City of San Mateo commissioned
Square Peg to create an identity for their
downtown parking structures. It was the
City’s desire to identify the parking
structures as destinations in downtown
San Mateo. It was important to direct
people to parking and get them on foot
before giving them specific instructions
to their final destination.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing & Graphics
Square Peg Design
SCOPE OF SERVICE:
City of Folsom LOCATION: Folsom, California CLIENT: City of Folsom
The City of Folsom retained SPD
to develop a wayfinding and signing
program to identify the historic
downtown. The goal of the program
was to enhance the downtown and
encourage people to visit and shop
in historic Folsom.
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
Historic Folsom Station
FOLSOM1856
Historic District
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Sunnyvale, California CLIENT: City of Sunnyvale
City of Sunnyvale
The City of Sunnyvale asked Square Peg
to develop a Downtown Business District
identity, wayfinding and signing program.
The goals of the program are to heighten
awareness of the downtown retailers and
attract visitors to the downtown area.
The wayfinding and signing program
includes trailblazer identity and
directional signing throughout the City.
Once in the downtown area, the program
provides for identity signing, parking
structure ID and directional signing.
SCOPE OF WORK:
-Wayfinding Strategy
-Signing and Environmental
-Graphic Design
-Stakeholder Meetings
-Staff and Council Design Reviews
-Public Review Sessions
historic
murphyAvenue
SQUARE PEG DESIGNC I T Y O F S U N N Y VA L E
ELEVATION, Trail Blazer Directional ELEVATION, Parking Identity, Freestanding
September 08, 2008
ELEVATION, District Identity, Freestanding
EVELYN AVEG A R A G E
EVELYN AVEG A R A G E
CITY PLAZACITY PLAZAhistoric
murphyAvenue
SQUARE PEG DESIGNC I T Y O F S U N N Y VA L E
ELEVATION, Area Identity on City Light Standards ELEVATION, Area Identity, Freestanding
September 08, 2008
END VIEW, Area Identity, Freestanding
historic
murphyAvenue
historic
murphyAvenue
SQUARE PEG DESIGNC I T Y O F S U N N Y VA L E
ELEVATION, Area Identity on City Light Standards ELEVATION, Area Identity, Freestanding
September 08, 2008
END VIEW, Area Identity, Freestanding
historic
murphyAvenue
historic
murphyAvenue
Square Peg Design
SCOPE OF SERVICE:
Sentosa Island LOCATION: Singapore CLIENT: Sentosa Development Corporation
Sentosa Resort Island, at the southern tip of
Singapore, is a destination with a wide array
of leisure and recreational offerings including
beaches, golf courses, a world class yachting
marina, spa and resort accomodations and
family attractions.
As part of Sentosa’s $2 billion redevelopment,
Square Peg was retained to design and
develop a comprehensive wayfinding and
signing masterplan for the island.
The tropical, colorful look and feel for
Sentosa Island was inspired by the elements
found in the natural landscape.
SCOPE OF WORK:
-Wayfinding & Signing Master Plan
-Comprehensive Site Signing
-Entry Features & Gateways
-Pageantry, Banners & Special Features
-Pedestrian Orientation Maps, Kiosks &
Directories
-Public Transportation Signing & Graphics
-Roadway Directional & Street ID Signing
-Tender Assistance
-Construction Administration
Square Peg Design was retained to
re-brand this one of a kind destination in
the Sonoma Valley.
Cornerstone Sonoma features three
distinctive wine tasting venues, an eclectic
collection of gracious homes, garden
shops, galleries, and a cafe amidst nine
acres of garden installations created by
world renowned designers.
SCOPE OF WORK:
- Identity/Logo
- Signing
- Print Collateral
- Garden Maps and Brochure
- Website
LOCATION: Sonoma, California CLIENT: CornerStone Sonoma LANDSCAPE ARCHITECT: SWACornerStone Sonoma
SCOPE OF SERVICE:
Square Peg Design
Sign Concept in Context: Approved Direction Sign Concept in Context: Revised Approved Direction
E n t r y M o n u m e n tC o r n e r s t o n e 0 1 J u l y 2 0 0 8 C o r n e r s t o n e SQUARE PEG DESIGN
CornerStoneSonoma
A RT • SHOPS • FOOD • W INE
CornerStoneS O N O M A
CornerStoneS O N OM A
FOOD • SHOPS • A RT • W INE
CornerStoneSONOMA
Geolo Capital engaged Square Peg Design
to contribute to the metamorphosis of
this classic resort.
Carmel Valley Ranch occupies nearly 500
acres in the sunny foothills of the Santa
Lucia Mountains in the world renown
Carmel Valley. The elegant resort offers
amnennites that perfectly compliment the
natural beauty of the surrounding region
that includes Carmel-by-the-Sea,
Monterey Bay and Big Sur.
Carmel Valley Ranch features:
• 139 newly renovated guest suites
• Tennis courts, swimming pools, sport
and bocce courts
•Miles of hiking trails
•Four acres of vineyards, two acres of
lavender and a two acres organic garden
• Pete Dye 18-hole golf course
• Spa Aiyana luxury 10,500 sq. ft.
full-service spa
SCOPE OF WORK:
-Wayfinding
-Signing
-Maps
LOCATION: Carmel, California CLIENT: Geolo Capital LANDSCAPE ARCHITECT: Bellinger Foster SteinmetzCarmel Valley Ranch
SCOPE OF SERVICE:
LOCATION: Carmel, California CLIENT: Geolo Capital LANDSCAPE ARCHITECT: Bellinger Foster SteinmetzCarmel Valley Ranch
SCOPE OF SERVICE:
Geolo Capital engaged Square Peg Design
to contribute to the metamorphosis of
this classic resort.
Carmel Valley Ranch occupies nearly
500 acres in the sunny foothills of the
Santa Lucia Mountains in the world
renown Carmel Valley. The elegant resort
offers amnennites that perfectly
compliment the natural beauty of the
surrounding region that includes
Carmel-by-the-Sea, Monterey Bay and
Big Sur.
Carmel Valley Ranch features:
• 139 newly renovated guest suites
• Tennis courts, swimming pools, sport
and bocce courts
•Miles of hiking trails
•Four acres of vineyards, two acres of
lavender and a two acre organic garden
• Pete Dye 18-hole golf course
• Spa Aiyana luxury 10,500 sq. ft.
full-service spa
SCOPE OF WORK:
-Wayfinding
-Signing
Square Peg Design
SCOPE OF SERVICE:
W Hotel and Residence
Square Peg designed the identity and
wayfinding system for the W Hotel and
Residence in Ft. Lauderdale, Florida.
The inspiration drew from the local
natural beauty of the surrounding area.
A sculptural representation of the iconic
“W” was created to reinforce the brand
at the property’s prominent beach-front
entrance along Florida’s scenic
A1A Highway.
SCOPE OF WORK:
-Interior & Exterior Signage
-Wayfinding
-Identity Monument
LOCATION: Fort Lauderdale, Florida CLIENT: W Hotels Worldwide ARCHITECT: Adache Group Architects Inc.
Square Peg Design
SCOPE OF SERVICE:
PromisedLand Resort is located on the
beautiful East coast of Taiwan. The lush
and relaxing environment is highlighted
by the unique architectural style
developed by WATG. The whimsical
organic forms found in the architecture
inspired the signing and graphic design.
The overall resort masterplan includes:
-700 Room 5-Star Hotel
-Waterfront Retail Entertainment
-Water & Theme Park
-Golf Course
SCOPE OF WORK:
-Identity
-Wayfinding
-Signing Design
-Room Amenity Design
-Hotel Guest Print Items
LOCATION: Hualien, Taiwan CLIENT: PromisedLand Co Ltd ARCHITECT: WATG
PromisedLand Resort
Square Peg Design
SCOPE OF SERVICE:
LOCATION: Martha’s Vineyard, Massachusetts CLIENT: Scout Real Estate Capital ARCHITECT: Hart Howerton HarborView
SPD developed strategies to execute a
new brand for a beloved historic hotel on
Martha’s Vineyard. In addition to the
Harbor View brand, sub-brand identities
were developed for the Harbor Kids
children’s program and for the resort’s
three distinctive restaurants.
We helped shape the customer’s
experience through continuity of design
application in print, advertising,
amenities, and website. SPD developed
resort ownership marketing strategies and
related collateral, advertising, promotions
and branded environments
SCOPE OF WORK:
-Brand Development / Strategy
-Identity
-Print Collateral / Marketing
-Web Design
-Signage
-Food & Beverage
-Image Library / Photography
-Sales Center Design
-Real Estate Promotional Material
Square Peg Design
SCOPE OF SERVICE:
One Degree 15 LOCATION: Singapore CLIENT: One Degree 15
Square Peg Design was commissioned
to design a signature sculpture for the
entry to One Degree 15, a new Yacht
Club providing numerous amenities,
including berths for over 200 yachts.
One Degree 15 is “the Epitome of
Yachting distinction in Asia.”
The sculpture represents a ship’s prow
cutting through water. An armillary
references the club’s latitude and
longitude positioning, reinforcing the
basis for the club’s identity.
CLIENTS, PROJECTS & COLLABORATORS
“I have worked with Square Peg for over ten years and am inspired by their creativity and extremely pleased with their ability to collaborate, coordinate and of course deliver.”
Ronald Van Pelt | Senior Vice President | WATG Architects
Ambi Group - India
Amway
Applied Biosystems
Ascendas Land - Singapore
California State University
City of San Mateo, CA
City of Folsom, CA
City of Dublin, CA
City of San Jose, CA
City of San Mateo, CA
City of Sunnyvale, CA
City of Emeryville, CA
City of North Las Vegas, NV
City of Pleasanton, CA
City of San Bruno, CA
City of West Sacramento, CA
Clorox
Disney
Divco West
Dohaland
Dominican University
El Camino Hospital
Emaar - Dubai
Emaar Design Studios - Irvine, CA
Eastern Connecticut State University
Equity Office
Four Pillars Group- Taiwan
Four Seasons Hotel Group
Gaylord Group
Genentech
Geolo Capital
Golden Gate University
Georgia Institute of Technology
Gilead
Harrah’s Entertainment
Hines
Hyatt Hotels
Joie de Vivre Hospitality
Jones Lang LaSalle
Juniper Networks
Kempinski Hotels
Kimco Realty Corporation
Lippo Group - Indonesia
Marin County
Marriott Hotels
MGM Resorts International
Millennium Group
Mulia Group
New York Stock Exchange
North Peninsula JCC
One Degree 15
Pakuwan Group - Indonesia
Pacific & Caribbean Hotel Group, LLC
Pacific Union Properties
Palo Alto Medical Foundation
Promised Land Co. LTD
Regency Centers
Ritz Carlton
RMZ Group - India
Rosewood Hotels & Resorts
Safeway
Scout Real Estate Capital
Select - India
Sentosa Development Corporation
Shangri-La Hotels
Sheraton Hotels
Singapore Management University
Singapore Performing Arts
Singapore Science Park
Singapore Turf Club
SONY
St. Joe Land Company
St. Mary’s College
Stanford University
Starwood Hotels
Sun Microsystems
Sybase
Symantec
Taubman Corporation
Tishman Speyer
Torrance Medical Center
University of California
University of Wyoming
Universal Studios
Veritas
W Hotel
Walt Disney Imagineering
Westfield Corporation
Yahoo!
Yarmouth Group / Lendlease
CLIENTS
CIVIC
City of Dublin, Dublin, CA
City of Emeryville, Emeryville, CA
City of Folsom, Folsom, CA
City of Pleasanton, Pleasanton, CA
City of San Jose Streetscape, San Jose, CA
City of San Mateo Parking Garage, San Mateo, CA
City of San Mateo Parks and Recreation, San Mateo, CA
City of North Las Vegas, North Las Vegas, NV
City of Sunnyvale, Sunnyvale, CA
Hall of Justice, Lassen Superior Court, Susanville, CA
Madera County Government Center, Madera, CA
Musheireb, Heart of Doha, Qatar
King Abdullah Economic City, Saudi Arabia
Placer County Justice Center, CA
San Luis Obispo Government Center, CA
Superior Court of California, East Contra Costa County, CA
CORPORATE
100 First Street, San Francisco, CA
100 Montgomery, San Francisco, CA
201 Mission Street, San Francisco, CA
Amway Corporate Headquarters, Tokyo, Japan
Applied Biosystems Corporate Headquarters, Pleasanton, CA
California Plaza, Walnut Creek, CA
Clorox Corporate Headquarters, Oakland, CA
Drakes Landing Corporate Park, Larkspur, CA
Dubai Marina Office Tower, Dubai, UAE
Genentech, Vacaville, CA
Juniper Networks Corporate Campus, Sunnyvale, CA
Market Square, San Francisco, CA
New York Stock Exchange, Palo Alto, CA
One Market, San Francisco, CA
Safeway Corporation, Pleasanton, CA
Sun Microsystems, Palo Alto, CA
Sybase Corporate Campus, Dublin, CA
Symantec, Worldwide
Veritas Corporate Campus, Mountain View, CA
Yahoo! Corporate Headquarters, Sunnyvale, CA
EDUCATION
California State University Monterey Bay, Monterey, CA
California State University East Bay, Hayward, CA
Dominican College, San Rafael, CA
Eastern Connecticut State University, Willimantic, CT
Georgia Tech University, Atlanta, GA
Golden Gate University, San Francisco, CA
Saint Mary’s College, Moraga, CA
Stanford Science and Engineering Quad, Stanford, CA
Stanford University, Encina Hall, Stanford, CA
Stevenson School, Pebble Beach, CA
U.C. Berkeley Housing & Dining Office Building, Berkeley, CA
U.C. Berkeley Unit 1 & 2 Residential Complex, Berkeley, CA
U.C. Merced, Merced, CA
HEALTHCARE
El Camino Hospital, Mountain View, CA
Highland Hospital, Oakland, CA
Marin County Health & Wellness Campus, San Rafael, CA
Mills Hospital, San Mateo, CA
Palo Alto Medical Foundation, Palo Alto, CA
Palo Alto Medical Foundation, Fremont, CA
Peninsula Medical Center, Burlingame, CA
Rhoda Goldman Plaza, San Francisco, CA
Summit Hospital, Donor Recognition Program, Oakland, CA
Torrance Memorial Medical Center, Torrance, CA
PROJECTS
RETAIL / ENTERTAINMENT
The Dubai Mall, Dubai, UAE
Dubai Marina Mall, Dubai, UAE
Fruitvale Station, Fruitvale, CA
Windance Retail / Entertainment, Hsin Chu, Taiwan
Meadows Mall, Las Vegas, NV
Metrowalk Retail / Entertainment, Taipei, Taiwan
SONY Metreon, San Francisco, CA
South Coast Plaza, Costa Mesa, CA
Star City Retail Entertainment Center, Kuala Lumpur, Malaysia
Westfield Chesterfield, MO
Westfield Galleria at Roseville, CA
Westfield Plaza Bonita, National City, CA
Westfield Santa Anita, Arcadia, CA
Westfield Southcenter, Seattle, WA
HOSPITALITY
The Address Hotel & Residences, Dubai, UAE
Armani Hotel, Dubai, UAE
Carmel Valley Ranch, Carmel, CA
Disney’s Animation Inn and Suites Resort, Orlando, FL
Disney’s California Coast Resort, Orlando, FL
Disney’s Eagle Pines Resort, Orlando, FL
Disney’s POP Century Resort, Orlando, FL
Dubai Marina Mall Hotel, Dubai, UAE
Four Seasons Residential Towers, Jakarta, Indonesia
Hilton Tripoli, Libya
Hyatt Grand Champions, Indian Wells, CA
Hyatt Hua Hin, Hua Hin, Thailand
Kempinski Hotel, Dubai, UAE
MGM Casino & Resort, Ho Tram, Vietnam
Montgomery Hotel, San Jose, CA
Presidential Palace, Abu Dhabi, UAE
Promised Land Resort, Hualien, Taiwan
Querencia Golf Resort, Los Cabos, Mexico
Resort Pecatu Indah, Bali, Indonesia
Ritz Carlton KAEC, Saudi Arabia
Rosewood Hotel, Abu Dhabi, UAE
Sheraton Kuantan Resort, Kuantan, Malaysia
Shangri-La Villingili Resort, Maldives
Shangri-La Boracay Resort, Philippines
Shangri-La Mactan Resort, Cebu, Philippines
Shangri-La Hotel, Bangkok, Thailand
Sofitel Hotel, Dubai, UAE
LEISURE / SPORTS /
ENTERTAINMENT / GAMING
City Center Casino Resort, Panama
Harrah’s Casino Resorts, St. Louis, MO
Horseshoe Casino, Hammond, IN
Horseshoe Casino Resort, Hammond, IN
One° 15 Yacht Club, Singapore
Quechan Casino Resort, Yuma, AZ
River Rock Casino Resort, Sonoma, CA
Sentosa Island, Singapore
Singapore Performing Arts Center, Singapore
Singapore Turf Club, Singapore
Stanford Aquatic Center, Palo Alto, CA
Tropicana Casino Resort, Las Vegas, NV
Twin Arrows Casino Resort, Las Vegas, NV
RESIDENTIAL
Al Barari, Dubai, UAE
Four Seasons Residential Towers, Jakarta, Indonesia
Fruitvale Station Residential / Mixed-Use, Fruitvale, CA
Fulton Masonic—Residential / Mixed-Use, San Francisco, CA
Park LaBrea, Los Angeles, CA
Rhoda Goldman Plaza, San Francisco, CA
Symphony Towers, San Francisco, CA
Taman Rasuna Residential Towers, Jakarta, Indonesia
The Infinity, 300 Spear, San Francisco, CA
Jewish Home, San Francisco, CA
Home for Jewish Parents, Pleasanton, CA
Millennium Tower, San Francisco, CA
Taman Dayu Resort, Surabaya, Indonesia
The Drisco Hotel, San Francisco, CA
W Hotel, Fort Lauderdale, FL
W Hotel, Bangkok, Thailand
W Hotel, Sentosa Island, Singapore
Westin Bonaventure, CA
Hardy Holtzman Pfeiffer
Hart/Howerton
Heller Manus Architects
Hill Glazier Architects
Hellmuth Obata Kassabaum
HKS
HMC Architects
Holey Associates
Hornberger + Worstell
IA, Interior Architects
KMD Architects
KNTA Architects
Laurence Lee and Associates
LCA Architects
L Studio
Lake Flato
Lighting Design Alliance
LindenGroup
Lionakis
MBH Architects
MBT Architects
MCG Architects
Moore Icaofano Goltsman
Mulvanney G2
MVE Associates
Page & Turnbull Architects
Perkins & Will
Pei Cobb Freed & Partners
Pound Company
Projects Pacific
PWP Landscape Architecture
ABA
Adache Group
Aedas Architects
Arquitectonica
BAR Architects
BCV Architects
Belt Collins
Brayton Hughes
Burton Landscape Architecture
Callison Architects
Cannon Design
Cheryl Rowley Design
Christiani Johnson Architects
Clodagh Design
CPG Corporation
Dahlin Group Architecture
DEG Architects
Design Group Carl Ross
Design Workshop
DP Architects
Dreyfuss & Blackford
Dynasty Design
EHDD
ELS Architecture & Urban Design
Ewing Cole Cherry Brott
Field Paoli Architects
Fisher Friedman Associates
Friedmutter Group
Gordon H. Chong & Partners
Gensler
Handel Architects
COLLABORATORS
Ratcliff Architects
Robert A.M. Stern
RMW Architecture & Interiors
SB Architects
Sensory Interactive
SGPA
Skidmore Owings & Merril
SmithGroup
SWA Group
The Jerde Partnership
TMG Partners
Tongg, Clarke & McClevey
Wilson & Associates
Wimberly Allison Tong & Goo
CONTACT US
SINGAPORE
T: 65 6438 9655 F: 65 6438 9630
DUBAI
T: 971 56 7257485
www.sqpeg.com
CALIFORNIA
T: 510 596 8810 F: 510 596 8814
