In the highly competitive world of higher education, first impressions are critical. Building on the strength of Aims history, brand image, and reputation, the new 13,000 square foot welcome center serves as the front door, welcoming visitors to the campus. HCM enhanced the visibility when first entering the campus with a 16’ tall exterior sign, along with lively entrance signs to acknowledge main entrances and provide a ‘sense of place’. Upon walking into the main entrance, the focal point takes you to the “Aims Experience”, a 200-foot-long wall that captures the essence of Aims. The wall art was designed with flexibility in mind to grow with Aims into the future. The Aims Experience uses a combination of technology and built out interactive elements to create an experience to inspire all those entering the campus. Other design package elements, such as a 3-story custom wall graphic, serve as a bold backgrounds to enhance their brand for “instagramable” moments and is carried through in the custom floor stain. HCM also designed and incorporated a full signage and wayfinding package into this new facility.