Celebrating 25 Years of Transforming Environments Into Experiences!
Today Square Peg Design celebrates 25 years in business. The SQPEG story began in June 1996 when Scott Cuyler and I first opened our doors in an Emeryville, California, warehouse. Fueled with optimism, hope, and a couple of projects in Jakarta, SQPEG began its journey. Over the years, we have evolved into an international, experiential design firm impacting our clients’ projects in a profound way. We have been fortunate to collaborate with so many great teams on some exemplary projects around the world.
I am truly thankful to all of the talented people who have been a part of Square Peg and contributed to our success. We are also grateful for our wonderful clients and partners who continually put their trust in us.
Cheers to another quarter-century of creative excellence and client satisfaction!
The new Dubai Exhibition Centre is set to be a focal point of Expo 2020 (now rescheduled for 2021). The new facility provides the platform and 500,000 SF to host events, conferences and entertain the world’s largest meeting of minds. Expo 2020 was delayed due to the Covid-19 pandemic but is now set to take place from October 1, 2021, through March 31, 2022.
SQPEG developed a comprehensive strategy for the wayfinding, advertising, promotion, and placemaking. The resulting design provides for a multifaceted communications platform. With a combination of traditional static signage and state-of-the-art digital technology, DEC can provide unique branding and communication capabilities to its exhibition clients. All the while communicating critical wayfinding and venue information to visitors. Blue Rhine Industries brought our designs to life and were an essential partner engineering the technology integration and fabricating the extensive sign program.
This integrated information platform included various digital and static elements forming a “Communications Kit-of-Parts” for any event that may occur. When you arrive off the Dubai metro, you notice two towering 36-ft tall monument signs. Inside the north and south venues, there are eight monument totems to help direct the millions of visitors. Each of the hall signs is customizable for specific events and is crucial for dynamic content to be displayed and changed centrally from the head office or from anywhere in the world.
The design of these customized signs features curves and has an organic look, which resembles the dunes you see in the desert. It is what you notice throughout the venue as it complements the architecture and interior features. We also thank Woods Bagot and the Dubai World Trade Centre for including SQPEG in this world-class project.
Exciting new SQPEG projects in the works: • Limelight Hotel Renovation Aspen, Colorado • Homewood Mountain Resort Lake Tahoe, California • Surbana Jurong Campus Global HQs Singapore • Four Seasons Hotel, Hanoi Hanoi, Vietnam
Advancing Women in Leadership: We would like to shine a light on Stephanie Moore, our Studio Director. Stephanie has 15-years’ experience in Signage and EGD as both a designer and project leader. She has been instrumental in improving processes and growing our studio. Every day, she works with our entire team to navigate challenges and priorities to meet and exceed client expectations. Stephanie is a champion for the studio and for our clients. Thank you for all you do to make us better!
For nearly a year now, businesses’ day-to-day operations have been stuck in limbo. As COVID-19 vaccine distributions begin, they can, at last, make educated decisions about how and where employees will work in the months ahead. Design has had to respond to the new workspace. Below are a few of our clients’ new office space designs that inspire, connect, and perform.
Growth, Evolution, and Adaptation
As a fast-growing North Texas healthcare firm, Medecision’s office needed to expand over 12,000 square feet. The brand takes inspiration from the simple idea of building blocks, and the fractal patterns emphasize modular growth, evolution, and adaptation. The multifaceted and bold illustration is found throughout Medecision’s branding and is embraced and celebrated in their new headquarters. The environmental graphics throughout the space and the dynamic seating element that connects the common areas are derived from the fractal patterns found in the company’s branding.
Nature to Nurture
Square Peg Design was retained to create the Wayfinding and Workplace Graphics. Patterning, color, and texture all played an important role in bringing Patelco’s branding and the feeling of nature into their new headquarters. With a play of various angles and shapes, the central area and common spaces have a modern organic feel
Flexible Kit of Parts
Designed to reflect their position in the gaming world, Zynga now has a system of workplace graphics to enhance and enliven their newly renovated corporate office headquarters. Working with a limited brand vocabulary, SQPEG designed a flexible “kit of parts” that could be used in ways that would keep messaging relevant and fresh. This included amplifying core brand expressions and energizing simple but beloved graphic icons.
On the Boards
SQPEG has a variety of exciting new projects in the works:
Wingstop Corporate Headquarters | Addison, Texas
Hotel del Coronado | San Diego, California
VA Medical Center | Louisville, Kentucky
DUO Galleria | Singapore
Surbana Jurong Campus | Singapore
Hanoi Four Seasons Hotel | Hanoi, Viet Nam
Jack Eastgate is a Fiji-born graphic designer, illustrator, art educator, muralist – and most recently, a new dad. While studying design at CSU East Bay, he was introduced to the world of live painting and continues this passion. Jack has been with SQPEG for over five years and has expanded his skill set with a variety of projects. In addition to digital and static sign designs, he has also been commissioned for murals and played a significant role in Zynga’s Headquarters office illustrations.
Arriving at and navigating a healthcare facility can be an uncomfortable experience. Patients, caregivers, and staff should be able to find the way to their destination with ease. Well-designed and integrated signage can help alleviate tensions by providing clean and easily understood information in a pleasing and complementary aesthetic. For more than 20 years, Square Peg Design (SQPEG) has been successfully employing these FOUR BASIC PRINCIPLES unique to healthcare wayfinding and signage:
UNDERSTAND THE USER’S EXPERIENCE Understanding the patient/caregiver experience is essential. Early in the process, we gather and review any relevant background information: audits, surveys, and patient satisfaction data. We also interview key stakeholders, such as doctors, nurses, and administrators. The result is a better and holistic understanding for a strategic solution. SATISFY USER NEEDS THROUGH STRATEGY When healthcare signage is thoughtfully planned, it carries powerful messages that set the tone for the level of attention and care patients can expect. In our strategic approach, we consider multiple user paths and decision points, operational considerations, and a variety of implementation methods. We achieve this through universal numbering, colors, textures, and symbols—ensuring the information is translatable and easy to follow. DESIGN WITH PURPOSE Signs need to be visible, eye-catching and communicate information clearly and quickly. Additionally, healthcare signage needs to utilize a unique numbering system to meet threshold language requirements. Square Peg designs with these considerations in mind, increasing consistency while fostering higher comfort levels for users as they navigate the environment. FOCUS ON DETAILS We ensure program success and longevity by focusing on crucial fabrication and implementation details. Partnering with both the client and fabricator, we create a transparent, detail-oriented, and communicative environment. We then specify materials and products that balance being attractive, cost-effective, and robust. Finally, we make sure that fabrication methods are designed for scalable production that doesn’t sacrifice quality, durability, or flexibility.
Meet Jeffrey Padia – Healthcare Director
Jeffrey leads SQPEG’s global healthcare design practice. “I love working on healthcare projects because I believe we are helping people in their time of need with information that is easily understood, informative, and not overwhelming. A sign system for a medical facility needs to have a strong base of static signage with various overlays of information. That information can take the form of universal department numbering or the latest handheld technology that can provide wayfinding information from your home directly to the appropriate location. I also enjoy the collaborative process with the project team, creating well-integrated spaces that are durable, flexible, and expandable well into the life of the building. At SQPEG we strive to infuse every project with a distinct sense of place, a connection to the community, and a recognition of wellbeing.” email@example.com +1 510 830 4664
Here’s to Your Health
Here’s to Your HealthAs we return to work, social distancing will be essential to fostering a healthy and productive workplace. It’s important that employees and visitors alike feel comfortable and safe in the workplace. We realize that in the world we live in today, every little bit helps, and no effort is too small. Square Peg Design would like to contribute in our own way. this link to download a PDF containing social distancing signage for you to print and display in your work environment: at entries, kitchens, bathrooms, and common areas. Please use them where they’ll do the most good, and if there is anything else we can do, feel free to contact us. We’re here to help.
As we return to work, social distancing and COVID-19 awareness will be essential to fostering a healthy and productive work environment. It’s important that employees and visitors alike feel comfortable and safe in the workplace. We realize that in the world we live in today, every little bit helps, and no effort is too small.
Square Peg Design would like to contribute in our own way. The link contains Physical Distancing and Hygiene Awareness Signage for you to print and display in your work environment where they’ll do the most good; at entries, kitchens, bathrooms, and common areas. Please use them to their greatest effect, and if there is anything else we can do, feel free to contact us. We’re here to help.
Viasat + SQPEG Viasat, a global communications company, has been one of the many essential companies working to keep people connected while remote. Because of the global pandemic, meetings are now virtual, lectures are webcasts, more “free time” than ever is spent online, and internet traffic levels have spiked. We are all are embracing a world that is more and more virtual, and Viasat has been there to help.
Bringing the Brand to Life SQPEG recently had the opportunity to collaborate with this industry leader at a unique time in their history. Experiencing a period of tremendous growth worldwide, Viasat expanded its Carlsbad, CA presence by creating a multi-building campus adjacent to its existing headquarters. With a recent rebrand under their belt, the timing was ideal to align their electronic and print assets with a 3-dimensional experience of color, materials, and form to complete the Viasat vocabulary. SQPEG was tasked with creating a sign program that would unite the new and existing campuses as well as build brand value through creating a seamless, branded experience for employees, visitors, and guests.“
“Square Peg had an innate sense of what we needed to carry our brand throughout our campus and directly to our guests and employees.”
– Viasat Director of Facilities, Samir Marwah
From the campus-wide signage and wayfinding to interior orientation and life- safety, Viasat and SQPEG partnered to making the campus user-friendly and brand-driven. Through a collaborative process that involved multiple stakeholders, both internal and external, a flexible, scalable solution was created that made for an easy to navigate, brand-confident, and beautiful experience.
Meet Our Newly Promoted Senior Design Manager!
After starting out as a summer intern while she attended UC Davis many years ago, Keaton has proven that tenacity and design-savvy go hand-in-hand. She was our all-star manager in Dubai, and has been back home at HQ guaranteeing project excellence and client satisfaction since 2018. We are thrilled and honored to announce the promotion of Keaton Kenel to Senior Design Manager. Congratulations, Keaton!
24 Years and Going Strong! Our story began on June 1, 1996, when we first opened our doors in an Emeryville, California warehouse. Fueled by optimism, hope, and a couple of projects in Jakarta, we’ve been moving forward ever since. On our 24th anniversary, we take the opportunity to reflect on our good fortune. We give thanks to our team of designers, both past and present, and thank the wonderful clients who have entrusted us with their projects over the years. Today, we remain optimistic and hopeful for the future, just as we were years ago. Here’s to another couple of decades of creative excellence and client satisfaction!
Spring is upon us and with it a sense of renewal and hope. Square Peg Design (SQPEG) was retained by HKS and Brookfield Properties to help create a focal point for the refreshed Grand Canal Shoppes at The Venetian Resort Las Vegas. The Wishing Tree is a 20-foot-tall painted cast bronze tree clad with over 3,400 waterjet-cut, laser-engraved brass leaves that add a glittering canopy to what is a beautiful, one-of-a-kind sculpture. Thirty colored cast glass birds from a New Zealand artist adorn the tree, adding a light decorative touch of personality and whimsy to what is an ever-changing, dynamic experience. We also designed a soundscape for the tree that makes it come alive with the sounds of birds chirping, alighting on the branches, or taking flight. This event occurs every hour on the hour, turning the tree into a clock, complete with all the sounds of a lush riparian environment; wind through leaves, dry grass, and a running stream. Dynamic illumination cues draw visitors from the surrounding casino into the retail area for a relaxing, contemplative moment.
Twigs to Tree
The process for bringing The Wishing Tree to life was a mixture of old and new technologies. Working with Gizmo Art Production, a specialty fabricator, a 3D model was created and then virtually cut into sections. These sections were then individually 3D printed and used to create molds for casting the tree in bronze. After the parts were cast, they were welded together, ground smooth, and given a custom iridescent paint finish—a soft, warm white that reflects ambient light and adds a subtle sparkle to the whole composition. The tree was finally shipped to The Grand Canal Shoppes at the Venetian, assembled on-site, clad with leaves, and adorned with birds. The results have been fully embraced by the public, and The Wishing Tree is a popular Las Vegas spot to meet, gather and relax.
New Faces and Places!
This year saw the opening of our Denver office and in Dallas, things are happening! We’ve moved into a larger space within One Arts Plaza in the Dallas Arts District and we’ve expanded our team to include Ginger Grossman, who will be managing our marketing efforts and making sure we’re keeping up with you. We hope to see you soon! In the meantime, have you checked us out online? Look for more updates and exciting news on our social channels!
New and Notable
New signage and wayfinding engagements and completed projects: • The Hotel Del Coronado, San Diego, CA • The Village, Dallas, TX • Disney’s Riviera Resort, Lake Buena Vista, FL • State and Family Justice Courts, Singapore • South Beach Development, Singapore • Mall of Marrakech, Morocco
Lastly, a heartfelt thank you.
We are grateful to everyone making this challenging time safer for us all. While our offices, like yours, have temporarily moved to a desk in a bedroom, a dining room table, or a picnic table in the sunshine, we are open for business. From Oakland to Singapore, Dubai, and back again, we are continuing to provide the highest degree of continuity and progress on all projects near and far. Please reach out and contact us, we’d love to hear from you. In the meantime, stay healthy, productive, and safe.