Understanding Environmental Graphic Design 

Environmental graphic design transforms a space into an immersive experience that captivates users. By integrating architecture, graphics, branding, wayfinding, and lighting, it sparks a positive reaction from the guest. This combination not only guides people through the space but also creates an emotional connection, enhancing their journey and leaving a lasting impression that links to your brand or company. We sat down with Kirsten Anderson, an expert in environmental graphic design, to learn about her journey from visual arts and branding to this unique service. After working on municipal planning projects, she discovered the concept of placemaking, which combined her passion for design and storytelling. This opportunity allowed Kirsten to explore new dimensions of media and materials, expanding her creative approach to environmental graphic design. Kirsten explains how environmental graphic design involves capturing the core values and stories of a company’s history, showcasing its evolution in a way that resonates with both employees and visitors. 

Designing with Purpose, People, and Emotion 

One of the key elements of successful environmental design is understanding that it must center around the users of the space—people. The goal is to create a sense of ease and security, allowing guests to effortlessly find event details, like check-in, and navigate their surroundings. A thoughtful variety in design not only enhances wayfinding but also leaves a lasting impression, with guests appreciating the small details for years to come. 

By creating an emotional connection, environmental design evokes joy, comfort, and delight. At its core, environmental graphic design tells the story of a brand and its history in a way that is visually engaging, easy to understand, and enjoyable to experience. Ultimately, it’s all about creating a seamless and meaningful experience for the guest. 

Enhancing Brand Identity at Events and Large-Scale Spaces 

When designing large-scale spaces and events to reflect a brand’s identity, the first step is to fully understand the event’s goals and target audience. Start with the core values and visual elements of the brand, ensuring that every design choice aligns with its identity. Use key brand messages, taglines, and keywords as a foundation for creative direction, allowing them to drive the overall theme. A great way to enhance this process is by developing a sub-brand for the event, which can align with the company’s theme for the year.  

Enhancing brand identity can be achieved through a variety of strategies. Effective wayfinding is crucial in large spaces, as it provides attendees with a sense of direction and comfort, eliminating potential frustration. The design should guide people naturally through the space while offering varying scales to create an engaging experience. Consider integrating timeline graphics that showcase the company’s history, blending educational elements with interactive storytelling and fun. Adding elements like photo ops can further enhance the experience and make it memorable for attendees. 

Overcoming Challenges and Upcoming Trends 

Limitations can present challenges, but they also spark creativity—how can we tell a compelling story within these constraints? Challenges can arise in many forms, such as tight deadlines or budget limitations, but working with reliable vendors for signage and print solutions can help. While higher budgets provide more customization options and materials, exceptional environmental design can still be achieved within various budget ranges. Developing a theme can also be tricky, but companies like Small Giants have a process to uncover the creative  

aspects and craft messaging and storytelling through environmental design. By having a clear scope, timeline, and staying organized, these challenges can be proactively addressed and resolved. 

Certain trends are shaping the future of environmental graphic design. Gobos, which project images or logos onto surfaces, offer a unique way to add visuals to events or spaces. Another growing trend is interactive experiences. Interactive experiences find creative ways to engage attendees and allow them to leave their mark, making the experience more memorable. Augmented and virtual reality also create immersive experiences that blend the physical and digital worlds. These trends are becoming increasingly popular to enhance the overall user experience. 

For an example of environmental graphic design in action, check out our Case Study.