Beloit Powerhouse Signage and Environmental Graphics
- Studio Gang Architects
Concept, Design Direction, Design
Designed while at Thirst
The Powerhouse at Beloit College is an adaptive reuse student center designed by Studio Gang Architects, who transformed a decommissioned coal power plant on Wisconsin’s Rock River into a 120,000 square-foot facility featuring gathering spaces, a café, gym, banquet center, and competitive NCAA pool.
Our signage system was inspired by the many dials and gauges used in the original power plant operations. Stacked rows of circular elements combined with the details of various scales and grids inform much of the signage system. Likewise, the incredible collage of typographic fonts and styles found throughout the historic plant was echoed with a suite of type specifications that build upon the existing variety.
The inner lobby features a 50-foot tall mural of the Rock River Valley by artist Scott Reinhard, creating using visualization of high-density, high-resolution elevation data from the entire region north and south of the Powerhouse.