Face First

The facade is our first impression of a building. An exterior elevation can help us infer what our experiences will entail before we even step inside OR it can mask what awaits. At USC, we have signage that tells us exactly what the building is, creating an environment where the facade is more aesthetic than informational. USC has placed importance on maintaining a visual language through duplicated facades. The result is a first impression which is repeated over again until the campus becomes a conjoined blur. Face First seeks to disrupt this recurrence through re-writing the campus design guidelines that dictate our facades. A sneaky way to remix and redeploy governing systems may yield a campus that maintains branded continuity while also updating and refreshing our architectural landscape.