Tucked beside one of Memphis’s most iconic natural assets — Shelby Farms Park — The View had strong fundamentals: location, scale, and quality. But its signage and wayfinding system wasn’t pulling its weight.
The property needed better visibility from the road, stronger entrance cues, and a more consistent brand presence across its large footprint. MarkerHeads was brought in to analyze, propose, and implement a signage upgrade that would boost clarity, improve the sense of arrival, and drive leasing engagement.
The challenge was twofold: navigate the architectural and environmental constraints already in place, and ensure all interventions stayed within the bounds of city and permitting code. The solution included a set of primary ID signs, directional signage, leasing signage, and retention of select existing assets where appropriate. A thoughtful family of signs was developed to maintain visual consistency and site flow — from monument to mailroom.
The View is a strong property in a prime location near Shelby Farms Park — but its signage wasn’t doing it justice. Entrance signs were modest, directional signs inconsistent, and the overall system lacked cohesion. The existing setup made orientation difficult and reduced brand legibility.
The client needed help elevating perception, improving wayfinding, and aligning the signage presence with the property's quality.
Even with a focused scope, our approach stays the same: lead with clarity, design with purpose, and build systems that make a place feel intentional.
At The View, we didn’t invent a new brand — we helped the existing one speak more clearly.
