The power of storytelling with garage graphics

Studio 618, a story-driven signage and wayfinding consultancy based in Charlotte, North Carolina, was commissioned to design a dynamic 3,500+ square-foot mural that wraps around the side of 110 East, as well as the graphics within its 10-level parking garage. 110 East is a newly constructed workplace building situated in the vibrant South End neighborhood of Charlotte.

According to Devon Newton, the VP of property management at Stiles, “110 East brings a premium office experience to the heart of Charlotte’s South End submarket — as the only Class A+ office tower with a stop on the light rail, providing unparalleled connectivity to the greater Charlotte area. A truly distinctive addition to one of Charlotte’s most desirable neighborhoods, 110 East offers sweeping views of the Queen City skyline, sophisticated spaces and amenities, and unmatched convenience.”

Challenges

The mural wall for this project spans over 170′ in width and stands 27′ tall, covering more than 3,500 square feet — making it the largest surface that Studio 618 and I have ever designed in my career. The sheer size posed a significant challenge, but the wall’s unique shape introduced an additional layer of complexity. Curving around the entire side of the building and sloping at the top, the design required careful attention to its geometry. Several factors had to be considered, including vandalism prevention, ease of maintenance, creating a timeless design, ensuring the artwork complemented the building’s facade, and crafting a narrative that both enhanced the structure and told a meaningful story.

Intention

Every project that my consultancy works on follows the same approach. If I had to use one word to describe what Studio 618 strives for with each project, it would be “Intention.” Intentionality is key. Whether it’s a custom signage and wayfinding system for a waterfront multifamily building with a nautical flair, a custom fiber-art focal wall reflecting the history of a refurbished textile mill-turned-apartment community, or a 10-level garage with a dynamic mural like the one featured in this article, there must always be thoughtful consideration behind the design.

What is the rationale for the design choices? It can’t just be because I like it. There is always a substantial reason behind every element I put on paper. Before starting my own business, I learned the importance of design strategy and storytelling at my previous company. I brought that approach with me to Studio 618. It’s about focusing on the why first, not the how. Having the intention behind a project enhances its meaning. It can even become part of the story for the residents and tenants, giving the client a narrative to share about the inspiration behind the design that came to life.

Behind the concept & importance of placemaking

This map concept is an abstract representation of 110 East’s location in Charlotte, providing both a macro and micro perspective. The macro view covers approximately 75% of the design, featuring roads and larger shapes, along with grid and horizontal lines that add pattern and visual interest, echoing the patterns on the garage facade. On the left side of the mural, the remaining quarter offers a micro view with smaller shapes and minimal linework, providing a more detailed focus.

At the exact location of 110 East, a prominent “You Are Here” icon, accompanied by the 110 East logo, marks the spot. This serves not only as a photo opportunity but also faces the rail trail and the Camden St. station exit, reinforcing the building’s location while acting as a placemaking feature.

When I presented three design options to the client during our first call, all 11 people on the call unanimously chose the map concept. They appreciated how it was uniquely tied to the location, integrated elements of the building’s facade, and told a compelling story. Additionally, they favored this design for its ease of maintenance — thanks to the larger shapes, which make it easier to address any vandalism or touch-ups compared to the other concepts that were presented.

The concept for the map was rooted in the idea of “placemaking.” According to the talented experiential design consultancy RSMDesign, “Placemaking is a collaborative process of designing public spaces that are functional and reflective of the community’s culture and identity. Placemaking creates friendly communities by building environments that encourage interaction and engagement.”

The goal of placemaking is to create public spaces that enrich the community by incorporating elements such as signage and wayfinding, public artwork, unique landscaping, and lighting. All of these components contribute to a distinctive environment that tells a story unique to its space, encouraging visitors to return and share the experience with others.

When I approached this particular project, I started by looking at the building’s design — both the interior and the exterior. Specifically, the angular facade surrounding the 10-level garage captured my attention. I appreciated how the garage was framed by angular metal perforated panels, which created numerous intersections and included vertical fins throughout. Some sections even featured vertical bars with varying widths, which were inspired by the adjacent rail trail and the movement of the light rail itself.

According to Hastings, the architecture firm behind the project, the facade was inspired by the rich textile history of Charlotte’s South End area. The sections of the facade “weave” together, so to speak. The shapes, intersections, and use of linework inspired the numeral graphics within the garage, while the angular elements themselves influenced the angular horizontal bands incorporated throughout the space.

The map drew inspiration from both the building’s facade and the color palette of the mural. Blue high-gloss tile work covers a portion of the facade, with one section in particular adjacent to the mural. The metal facade panels feature a lot of gray, complemented by natural wood materials. The color palette was a blend of grays, blues, a pop of white, and, for the “you are here” icon, a vibrant orange. I felt that the orange worked well with the blue tones and didn’t detract from the overall design.

This mural is a vibrant celebration of the neighborhood’s unique energy and culture. The mural is more than just art; it’s an investment in community engagement and placemaking. It transformed an otherwise ordinary wall into a creative backdrop for memorable social media posts, amplified visibility, and brand recognition for our office building.

– Chris Grenier, sr. VP of development – Stiles

Timeline

The timeline for this project spanned about a year and a half, from when we were first approached to its completion. In June 2023, we were initially contacted to walk the space with the client. At that time, the garage was still under construction, and the large mural wall was in the process of being patched. The client had already decided they wanted to incorporate a mural into the design early on. However, our part of the project didn’t begin until January 2025. It was valuable to visit the space early on, as it allowed us to see the progress of the garage and mural wall.

The production process took about three weeks, with two separate crews working simultaneously — one focused on the garage graphics and the other on the mural. Given that the project took place in the height of summer, weather conditions played a role in the timeline. Due to the mural’s impressive height, Tech Painting Company, the painting company responsible for bringing our designs to life, had to use lifts to reach the upper areas. Before starting the painting process, Tech Painting carefully planned its approach to this large-scale project. In fact, this mural became the largest surface they had ever painted. Both my client and I agree that they did an excellent job executing our design.

Automation and technology in parking garages are nothing new, but the expectations placed on customers today are. With fewer physical attendants to assist with navigation or safety concerns, wayfinding has become a critical component of modern garage design. At Tech Painting, we’ve always been at the forefront of creating efficient, visually appealing, and customer-friendly spaces. Properly executed wayfinding isn’t just about signs — it’s about working with experts to integrate thoughtful design and technology that ensure safety, sustainability, and an exceptional customer experience.

— Kristin Anastasiades, VP of sales and marketing – Tech Painting Company.

Why garage graphics & murals are a good investment

Whether you’re developing a new building or upgrading an existing one, investing in parking garage graphics is always a smart choice. Adding custom graphics to your garage can achieve several important goals listed below:

1. Graphics can help address the lack of signage and wayfinding in your garage. If you don’t want to miss out on guiding visitors, consider adding informational garage graphics that make navigation easier. What are the key features you want to highlight? For instance, if it’s important to emphasize the location of elevators, you might consider coloring the walls around the elevator area to make it more visible. If you have electric vehicle charging stations or bike rooms, custom garage graphics can effectively point these out. Hiring an experiential designer for this purpose can have a major impact.

2. Enhance your space without overspending. While parking garage graphics can range from five to six figures, the cost largely depends on the complexity of your project — such as the level of detail, color scheme, and intricacy involved.

Think about this: the garage is the first area visitors encounter when they arrive. Do you want them to have a positive first impression? Do you want them to return? I’ve experienced countless garages that were dark, confusing, and off-putting, which made me hesitant to visit those places again. People tend to remember negative experiences, so it’s crucial to invest in making yours stand out in a good way. This is an opportunity to set yourself apart from other garages in your area, and surprisingly, this simple touch can make a big difference. Ultimately, parking garage graphics offer an opportunity to tell a unique story and make your building stand out from the competition.

We’re thrilled to see how this piece is already activating the community and becoming a part of South End’s visual identity.

– Devon Newton, VP of property management – Stiles

Final thoughts

Now that the project is complete, I can confidently admit how intimidating it was to work on. Not only was this the largest garage graphics project I’ve ever undertaken at my consultancy, but it was also the largest in my 12+ years in the experiential design field. The mural stands out along the 3.5-mile rail trail in Charlotte, a vibrant area known for its dynamic murals and artful sculptures. Located next to the light rail, it connects neighborhoods and communities from Sedgefield all the way to Uptown, making it a unique and highly-visited landmark.

I’ll admit, there were moments of imposter syndrome during the process. Designing something that fit the scale, location, and tone of the building was a challenge. But the end result was a success, and I’m incredibly proud to have created something unique and artistic in my hometown of Charlotte, where I grew up.