Why custom signage matters: An intentional approach

My consultancy, Studio 618, a story-driven signage and wayfinding studio based in Charlotte, North Carolina, was brought on to create a custom interior and exterior signage package for Hines’ new multifamily property, The Devon, in Hyattsville, Maryland. For this project, we set out to design something distinctive that fit the building’s vintage-inspired aesthetic, organic architectural details, and the warm, welcoming feel of its interior design.

Back where it all started

I went to graduate school at the Corcoran College of Art and Design in Washington, D.C., where I earned my M.A. in exhibition design. After that, I stayed in the DMV area for over 10 years, working at various signage and design-related companies. My consultancy works on projects all over the country, but this one felt especially meaningful because it brought me back to Hyattsville, where I used to live. It was incredible to see how much the neighborhood has grown and changed, and to help create a custom signage family that captures the energy of The Devon.

An intentional approach

At Studio 618, intention guides everything we do. Whether it’s a simple monument sign, a complex fiber art wall, multilevel garage graphics, or a full signage family for a multifamily project like this one, every design choice has a reason behind it. “Because I like it” is never enough. We want every piece of signage, big or small, to feel purposeful and fully connected to the project. Inspiration is how we make sure our designs are thoughtful, intentional, and truly fit the space.

Inspiration guides the way

Inspiration for signage can come from many places, such as color palettes, furniture, architectural details, lighting, and tile work. For this project, a lot of the inspiration came from the interior design, specifically, the lighting fixtures. The organic shapes in the lighting fixtures and the rich, layered color palette played a big role in guiding the signage design. Deep blues and warm tones from the finishes influenced the color palette of the signage, while open-frame elements in architectural features, like room dividers, helped shape the overall look and feel of the signs.

One unique aspect of this project was that the unit signs were treated differently from the rest. Warm brown tones were chosen for the unit corridors to complement the hallways, while most other interior signs used a mix of blue tones. Exterior signs also used brown to tie in with the architectural details.

The blade sign and canopy sign were kept simple so they wouldn’t compete with the vibrant mural on the building exterior, which was designed by others. Every decision was made to ensure the signage felt cohesive and fully integrated with the property’s design.

It starts with the unit sign

The first thing Studio 618 designs is the unit sign. In our experience, the unit sign is the most important sign to tackle first. It makes up most of the signage family since it’s at the entry to every apartment. For this project, that meant more than 300 unit signs.

Because the unit sign is so visible and appears in such high numbers, we make sure it uses the nicest materials and has extra detail. For this project, that meant creating sign panels with organic shapes and open, delicate frames that show the wall behind and echo the interior design details found throughout the property. Other front-facing signs, like amenity signs, restroom signs, and wayfinding directionals, follow the same tone. When the budget allows, back-of-house signs do too. For this project, the unit signs, amenity signs, wayfinding directionals, and restroom signs were all designed with more complexity than the rest of the signage.

The remaining signs kept the same overall shape and color as the front-facing signs but left out the open frame detail, making them simpler while still being connected to the overall design.

The value of custom signage

Whether you’re developing a new building or upgrading an existing one, investing in custom signage is always a smart move. Thoughtful, intentional signage can elevate your property and help it stand out from the competition.

• Plan from the start: Creating a beautiful multifamily community like The Devon involves many moving parts, including architects, interior designers, and engineers, so signage can easily get overlooked or feel like an afterthought. The projects that succeed most are the ones where signage is planned from the beginning. That means making sure it reflects the property’s branding, using the same typeface (if it’s ADA compliant), taking cues from patterns and design details, and making it feel like it was designed in tandem with the rest of the property. Early planning also lets you coordinate where more prominent signs should go for best visibility, like wayfinding directionals right off the elevator, so they are easy to see and not pushed aside by other things, such as art.
• Stand out from the rest: A unique, well-designed signage package makes a property feel special. A cookie-cutter system might be easier, but it would not reflect the vintage character and the unique forms in the lighting, or tie into the rich color palette of the building as this signage family did. New properties that incorporate intentional and custom signage tell a story that is unique to them, and generic signage cannot do that. Every Studio 618 project is different. From moody bronze and wood in a luxury condo, to nautical-themed signs at a waterfront property, to the organic, warm signs at The Devon, each package is designed to complement the property it lives in.

Final thoughts

With so many new multifamily buildings going up, it’s easy for properties to start blending together. Custom signage is one of the simplest ways to make your building memorable. First impressions matter. A good signage system makes people feel welcome and encourages them to stick around.

I spent over 15 years renting, and I can tell you that I saw so many cookie-cutter apartments with no personality. Those were the places that I hesitated to call home. When a building doesn’t invest in creating a unique, inviting experience, it shows.

High-end, intentional signage, like what we did for The Devon, changes that. It makes a property stand out, creates a better experience for residents, and elevates the building above the competition. I’ve walked into luxury apartments with stunning finishes and layouts, only to see signage that completely missed the mark. That disconnect can take away from the whole vibe of the property.

When you start budgeting for your next project, don’t overlook the power of custom signage. It’s a small investment with a big payoff, and one you’ll be happy you made.