The Brookfield Conference Center is a new, ground-up facility built on the site of a former mall parking lot just west of Milwaukee, WI.
This project required a visual identity to ground the property in its advantageous location, midway between Milwaukee and Madison, and then a comprehensive interior/exterior signage package, to serve both functionally and to also amplify the striking architectural form and palette.
The signage design riffs on the clean lines and pure materiality of the building itself, with an internally-illuminated aluminum cabinet mounted to a boardform concrete base.
Environmental graphics include a 26-foot long community wall, featuring imagery from Brookfield’s past and present sitting atop a layered map graphic, anchoring Brookfield between Wisconsin’s largest city and its Capital.
‘Migration’ is a sculpture that speaks to the ideas around movement and gathering, inspired by the flight of the Blue Heron — with the Center being located not too far from a Blue Heron rookery.
Project completed with the team and while at Kahler Slater, Milwaukee.