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7.1 MFACSR 03-14-2022 The Elk River Vision A welcoming community with revolutionary and spirited resourcefulness, exceptional service, and community engagement that encourages and inspires prosperity. Updated: August 2020 Request for Action To Multipurpose Facility Advisory Commission Item Number 6.1 Agenda Section Discussion Item Meeting Date March 14, 2022 Prepared by Tim Dalton, FTCENTER Superintendent Item Description Update on Facility Branding Task Force and Initiatives. Reviewed by Reviewed by Action Requested Brief update on the status and actions regarding the Branding Task Force. Background/Discussion HGA presented the Branding Guidelines and process to the Elk River City Council on March 7, 2022. After the presentation, the council discussed the process moving forward for branding the FTCENTER. The Council unanimously approved the Branding Guidelines as presented. Financial Impact None Mission/Policy/Goal  Provide exclusive, high quality food service options for patrons at the FTCENTER Attachments  Branding Guidelines Document FURNITURE AND THINGS COMMUNITY EVENT CENTER ENVIRONMENTAL AND BRANDING GRAPHICS GUIDELINES OCTOBER 14, 2021 | CITY OF ELK RIVER, MNMARCH 7, 2022 | CITY OF ELK RIVER, MN |3©2021 HGA | 10.14.21 16|FURNITURE AND THINGS COMMUNITY EVENT CENTER PROCESS FINAL REVIEW AND REVISIONS Design team finalizes the Design Manual based on Owner final design review. ENVIRONMENTAL GRAPHICS STANDARDS AND FINAL DESIGN IMPLEMENTATION Develop a user-friendly Design Manual that captures the visual intent of the environmental graphics to help guide future applications and needs for all partnering stakeholders and groups utilizing the Furniture and Things Community Event Center. Finalize design of collateral elements. COLLABORATIVE PROCESS Our creative, iterative design process allows for feedback and review by staff as well as project partners, including the high school, youth organizations, and other interested community stakeholders as determined by the city and Multipurpose Facility Advisory Committee. Our collaborative process will ensure that the story of your facility will be an authentic one that reflects your values and multiplies the excitement of the new Event Center. See Anticipated Project Schedule for detailed schedule activities/milestones. GENERATING CONCEPTUAL STORY IDEAS Meeting with facility management, marketing, and interested stakeholders to form an understanding of use and visual storytelling aspects that will help define the visitor experience which will underscore current and future needs for graphics implementation. WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 CONCEPTUAL STORY IDEAS GRAPHIC GUIDELINES AND COLLATERAL DESIGN ENVIRONMENTAL GRAPHICS AND FINAL DESIGN FINAL REVIEW / REVISIONS 1 2 3 4 5 storytelling strategic thinking renderings standards manualconceptsvisual listening graphics & standards finalize applications & experiences goals & vision PROJECT SCHEDULE 7/29 8/12 9/2 9/23 10/14 BRANDING PROCESS OVERVIEW |2©2021 HGA | 10.14.21 table of contents central visual theme zones community celebration wayfinding 3 10 28 34 2 |3©2021 HGA | 10.14.21 Central Visual Theme 3 Visual theme Wich-n-wan The original name for this area that refers to parallel rivers flowing into one, carries a unified concept of graphic identity throughout the Furniture and Things Event Center that stream from the topographical existence of the Elk and Mississippi Rivers at the confluence of the original community origins and the roads and train tracks that follow to help define this as a connected community with a rich past and a strong future. 4 Application of Wich-n-wan Having a central visual theme to carry throughout the hallways of Furniture and Things Community Event Center is a key component to allowing staff and the community to add visual character as a first layer of visual storytelling and character development that can help carry a positive visitor experience by reducing the feeling of large corridors. Connecting the Community Center with a visual connection of Place helps to subtly define a shared space that belongs to residents, neighbors and visitors with an inclusive feeling of discovery and association from all paths. The map graphics act as a unified foundational approach that create a unique interest and add to the architectural character that helps to soften the contrasting material tones within the public areas of the facility, while also allowing the subtly and flexibility to be added over through time and phased projects. Material application of the graphics can be done in a combination of ways to fit the appropriate budget, and due to the elegant simplicity of the linework, the map itself can visual connect across spaces that maybe using different material approaches, allowing for a visual consistency that can help balance material application varieties within the space. Painting directly on the walls and existing finishes. Vinyl “sticker” application over existing finishes. Type 2 commercial grade wallcovering applied over finishes 5 6 7 8 9 Zones 10 Town & Country Zones Main Level Community Celebration Senior Center Display Case Zone Layers of Legacy 11 Zones Concourse Level Community Celebration Ice History Layers of Legacy 12 Application of Zones The application of the Zones is a way to create “neighborhoods” within the facility that help to organize themes and related sponsorship opportunities from local businesses into related areas. Each category of a Zone is a secondary form of visual communication that can bring a related program or team, historical topic, event or place that is connected to the history of Elk River and the groups that use the Community Center. The application of the zones is considered a phase 2 portion of the branded graphics programming and allows for a direction to connect different community voices through a visual celebration that is connected to their legacy. The material application of this phase would be ink and graphics applied on various types of wood to add a dimensional aspect to these pieces and allow for a collected sculptural appearance that is consistent in material application over time. Using planked timber from trees taken down for city improvement projects could be a nice layer to the civic story of recycling materials and honoring the environmental progress created by improvement projects. Reclaimed wood planks Plywood sheets Live edge wood planks 13 1 restroom & vending Town & Country The beautiful simplicity and striking richness of weaving the views of the City of Elk River’s identity as the place where town and country meet, is artfully expressed in a combination of natural colors and tones that play with the definition of historic maps and beautiful local views with a sense of graphic pop, celebrating the future of this vibrant community. 14 Town & Country | local map example 15 16 Town & Country | historic regional map example 17 18 2 Stairs & Upper Level Restroom Ice History Visually celebrating and including the legacy of Ice Programs and Teams at the City of Elk River is an important aspect of this concept that informs as well as decorates the spaces with contributions from all eras of participation. 19 Ice History | Hockey Day example 20 21 22 3 flexible meeting areas Layers of Legacy The concept of Layers of Legacy celebrate the many facets of what makes the community of Elk River amazing and celbrates the past with the promise of the future, layered together as a visual foundation of the elements that hew it together. 23 1960Atomic City The Elk River reactor, as it was generally known in the AEC parlance of the day, was a pioneering effort in America’s nuclear energy history. Hailed widely as “Rural America’s first atomic power plant,” the intention was to provide a pilot installation of a small, simple, and inexpensive nuclear steam supply system that could be duplicated at many far flung locations. Unfortunately for the concept, the Elk River plant in the end proved unable to meet the task for technical reasons; yet, it remains firmly in history as one of the well known early nuclear energy installations. In the late 1980s, GRE's power plant was converted to burn refuse- derived fuel. This innovative source of energy was one factor that helped Elk River receive the designation of "Energy City" by the Minnesota Environmental Initiative in October 1997. As Energy City, Minnesota's energy industries demonstrate cutting edge renewable and energy efficient technologies in Elk River. Layers of Legacy | story example 24 25 Layers of Legacy | image example 26 27 Community Celebration 28 1 entry way experience Community Pride Wall Visually celebrating and including the individuals that create a community and their accomplishments to continue the legacy of the City of Elk River is an important aspect of this concept that informs as well as decorates the spaces with contributions from all types of industry. The installation is a modular installation that has a dual purpose of creating an artful display and also helping to guide visitors through the atrium. The modular quality allows the installation to be added on to over time, while also softening the visual impact of the lobby experience with tones of wood as a metaphor to the building blocks that came together to create the community of Elk River. Images and type are laser etched printed on to various wood surfaces, each tone defining the group participating such as ice sports, community activism, history and leadership of all types. 29 30 2 entry way experience Community Celebration Continuing the spirit of celebrating community and creating a unique entryway experience, the Community Celebration installation is intended to take the spirit of civic pride up the staircase, and also be visible from the large window views, allowing this installation to be seen as a major focal point from the outside viewing area, in. Two approaches to creating a display that shows a variety of images of people and events for this location would be to do an analogue approach by using a “picture flap” system that would be rotating and flipping pieces of imagery in a lavish texture application that creates a sculptural presence, evoking the mosaic style that shows how all pieces of these views create a community. The second approach utilizes projection screen applications that can digitally transition images and messaging across the staircase wall. 31 32 33 Wayfinding 34 wayfinding Signage Elegant and dimensional, signage in the corridors can be mounted throughout the facility to help orient people and add a sculptural element. Signage should be simple and contrasting to see but also made out of durable materials to with stand the day to day activities. For a more memorable and playful side, using vinyl to illustrate over doors is also a great way to show character and get the message across in a visual way for the use of the entry. 35 RESTROOMS RESTROOMS SENIOR CENTER FIELDHOUSE AREANA B The surface of the signage uses bright colors to grab attention and folds over architectural elements to create a sculptural presence that grabs attention and hugs the building. The lettering is dimensional mounted letters that pop from the surface allowing for maximum visibility. The length of each directional blade can subtly imply the length of the distance down the corridors. Defining each “department” in a different color also helps to add a pop of hue while also helping visitors to sort out which information they need and helps to make each different sign readable from the series. All red hues should match existing pantone colors. Font used is Helvetica for maximum visbility and neturality between brand expressions of Sponsors. RESTROOMS RESTROOMS SENIOR CENTER FIELDHOUSE AREANA B 36 LOCKER ROOMA LOCKER ROOMB Signage for doors that enter into specific areas such as locker rooms use a playful illustration that also helps to guide the user experience and add personality to the entry. This signage is created with a durable vinyl as a “sticker” application over the existing color of the door, using colors and tones to contrast for maximum visibility. 37 suggested manufacturers First Impression Group contact: Bart Harvey bart@1igprint.com Inver Grover Heights, MN experience with printing, fabricating and installing custom vinyl, wallcovering and signage archtype contact: Gary Stemler garys@archtypedesign.com Bloomington, MN experience with printing, fabricating and installing custom vinyl, wallcovering and signage Oat Foundry www.oatfoundry.com Philadelphia, PA Design engineers specializing in pictoral flip installations 38 THANK YOU