Ashton designed the environmental graphics for The Avenue.

by Harrison January 9, 2025

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Harrison January 9, 2025 0 comment 29 views

The Avenue at White Marsh is a 35-acre shopping, dining, and entertainment destination that opened in 1998. By the 2010s, elevators were needed. Over three years, Ashton worked with architects, landscape artists, designers, and the client team to revitalize The Avenue with environmental renovations including murals, directional signage, and custom tenant support. As a result, current tenants have remained open, while foot traffic has increased significantly and new, high-profile tenants have been attracted.

A 50-foot-tall pylon sign on Interstate 95 is the first to greet visitors to the Avenue. The vibrant colors and geometric shapes of The Avenue logo make it a memorable introduction to the area.

All murals and signage were inspired by elements of Maryland’s natural landscape and created with a contemporary sensibility.

For the entrance, Ashton created three 15-foot metal mesh letters for the logo that also serve as natural growth walls for the vines.

Bold directional signs add a pop of brand color. These are color coded to act as a consistent visual system. Turquoise is project amenities, yellow is tenants, white is local destinations, and blue is street names.

Encourage visitors to explore by listing the average number of steps taken to each destination on the sign.

They created an abstract interpretation of the famous Wye Oak tree, which was the largest white oak in the United States and the state tree of Maryland from 1941 until its extinction in 2002. Authentic mason jars and LED light bulbs serve as an homage to catching fireflies.

Perched on the branches are stylized versions of two birds, an oriole and a crow, representing the region’s beloved national sports teams.

A system of 36 custom tenant blade signs was created using various configurable components. Tennants can choose from four panel shapes and four armature types.

Each tenant could color the panels based on their brand colors, and the restaurant could even choose cedar wood panels.

Additional murals include an “oar wall” featuring an actual oar with the names of Chesapeake Bay tributaries on the handle and a large outline of a map of Maryland, marking the location of the White River. It has a red traced LED “neon” heart to indicate. Marsh.