ALSAC :: TRB

Memphis, TN

The Tamer-Rashid Building is located in Memphis, TN on the campus of St. Jude Children’s Research Hospital® and houses the National Executive Office of ALSAC (American Lebanese Syrian Associated Charities), the fundraising and awareness organization for St. Jude.

I had the pleasure of leading the environmental branding design efforts for this building. It is by far the largest project that I’ve ever had the opportunity to work on and includes elements that intertwine to tell the St. Jude story throughout each floor.

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 goal was to create an inspiring space through the use of color psychology, artwork, textiles, materials, photography and storytelling elements in order to create an immersive experience for all who enter it.

A few of the design elements within this building include brushed metal, acrylic and channel signage with organic moss elements, murals that feature large scale artwork and patterns created from artwork by St. Jude patients, historic imagery recreated in an abstract dot patterns, glass treatments with historic elements and patient artwork, a metal signing wall that functions as an organic commitment wall for employees, donor and supporters and custom textile designs for pillows. In addition, photography, artwork, typography treatments and other design elements are included throughout the space.

Each floor has a theme applied and has been color coded through the use of textiles, artwork and design treatments to aid with way finding and give the tenants of each floor the feeling of a unique space. The environmental branding within the building as a whole shares the unique history of ALSAC and St. Jude from every corner and down each hallway as it expresses that children are at the center of everything that this organization does.

Photography by Mike Brown + Amber Mannering

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