ALSAC :: Crosstown

Memphis, TN

The Crosstown Concourse building in Memphis, TN was once a Sears, Roebuck & Co. distribution center and retail store that opened in1927. Today, Crosstown Concourse is a vertical urban village anchored in arts, education and healthcare.

One of the many organizations that has a presence at Crosstown Concourse is ALSAC (American Lebanese Syrian Associated Charities), the fundraising and awareness organization for St. Jude Children’s Research Hospital®. I had the pleasure of leading the environmental branding efforts for this office.

The goal of the project was to create an environment that celebrated the legacy of ALSAC while honoring the patients that the organization serves each and every day as it looks toward the future. My personal hope is for all that enter the space to be inspired by the elements around them and know that they are helping to make a difference in the world.

Design elements found in the space include a concrete wall with recessed text reading “American Lebanese Syrian Associated Charities” with a painted pattern reminiscent of the pavilion ceiling found on St. Jude campus, large murals of historic imagery and artwork by St. Jude patients, the Preamble to the ALSAC Constitution in a tone on tone treatment at the entrance to the space and large scale graphic treatments of meaningful quotes, brand messaging and imagery.

Photography by Mike Brown + Amber Mannering

©2018 ALSAC/St. Jude Children’s Research Hospital®