When your project requires the communication of complex ideas, take a step back and find a unifying theme to draw in your audience. This sets the tone and pacing, allowing the audience to “get into” the most desirable frame of mind to receive your message. As the piece reveals itself, the complexity of the message can increase, and bring the end to a satisfying experience.
We recently completed a project for the National Association of Realtors (NAR) in conjunction with our partner company, Smith Strategic. NAR constructed a sleek new headquarters building in downtown DC, and we were asked to create sculptural elements for its public plaza.
You can see the outdoor sculpture at the National Association of Realtor’s headquarters: 500 New Jersey Ave., NW, just three blocks from the U.S. Capitol.


The client’s goal was to create a sense of intimacy and spirituality similar to the feeling generated by the Franklin Delano Roosevelt Memorial. NAR’s New Jersey
Avenue site is a busy public thoroughfare, so creating intimacy was a challenge.

Our solution was to design very large stainless steel cylinders with playful cutouts inviting visitors to peek inside. Looking through keyhole, door or window openings reveal quotations about land and homes by famous Americans. From a distance the cylinders beckon visitors to approach. Up close and personal, a more complex message is revealed.

We are proud of the totem’s media attention in trade magazines as well as the 6 design awards to date.

Another example is for the new Museum of the Shenandoah Valley. Our client built a splendid regional museum designed by architect Michael Graves, on the property of their well-known historic house museum and gardens. Their new brand needed to convey clearly that all three entities would be part of the visitor experience.

Our solution was to brand all materials with a very large, uniquely typeset version of the museum’s name, replacing three letters, each with an object from the three distinct assets of the complex—the museum, the gardens and the historic house. To alleviate any confusion, we added “THE HOUSE • THE GARDENS • THE MUSEUM” under the logo. This simple, bold approach is used on all materials, setting the tenor for the reader to be wowed as he delves into the materials for more details.
You can visit the Museum of the Shenandoah Valley at:
901 Amherst Street Winchester, VA 22601
http://www.glenburniemuseum.org

These two instances show how Beth Singer Design assisted clients in conveying complex ideas simply. By starting with an arresting visual statement we were able to insert detailed information without overwhelming our audience. Through careful pacing, the viewer is left with an intimate feeling at the conclusion of each piece.

A Complimentary Consultation on Your Next Project
For an exploratory consultation on your next project, contact Beth Singer at beth@bethsingerdesign.com or at 703-469-1900. We look forward to hearing from you sometime soon!