The Grid

Reimagining a storied tech campus in southwest Houston

On the former site of a legendary Texas Instruments campus — the birthplace of the Speak & Spell and the world's most famous graphing calculator — EDGE Realty Partners is developing a dynamic new mixed-use destination. Covering 200 acres, the Grid is at the heart of one of the nation’s fastest-growing counties. When completed, it will include 350,000 square feet of retail, 500,000 square feet of office space, 2,400 apartment units, and hundreds of hotel rooms, plus pop-up stores, extensive public spaces, and a food hall.

Project Team: Content & Context; Pavon Design; Source Pixel Foundry

Branding and Identity
Brand Strategy
Environmental Graphics
Signage and Wayfinding
Message Architecture
Marketing Collateral and Campaigns
Web Sites

← →

Act II for a Texas landmark

Early in the process, we visited the site with the client and architects from the Houston office of Gensler to develop a thorough understanding of the Grid’s location, existing conditions, master plan, and vision. This vision included repurposing some of the more than 750,000 square feet of vintage modern buildings that were once Texas Instruments’ chief research and fabrication facility.

← →

Defining Fort Bend County's Innovation Corridor

Inspired by the site and the developer’s ambitious goals for the project, we created a bold and high-energy visual vocabulary drawn from the site’s heritage of innovation and industry. As part of the development of a comprehensive message architecture, we also created language positioning the Grid as the anchor for “Fort Bend County's Innovation Corridor.” This idea of an innovation corridor in the area — which is now being taken up by other entities in Fort Bend County — is based on the large number of patents granted to businesses along the adjacent Highway 59.

“A trusted colleague referred us to Asterisk Group, and she was right in saying that they would be a perfect fit for this project. They’ve played a critical role in helping to define and document our vision for the Grid, and they have served as a powerful advocate for the project’s brand story and visual identity.”

Adam Schiller, Principal, EDGE Realty
← →

Guiding and engaging visitors

We are designing and implementing a family of vehicular and pedestrian signage and signature art elements for the property. These elements will create a cohesive brand experience while also addressing wayfinding needs of the densely developed 200-acre site. Many will include technology and lighting capabilities that can be used for brand building or revenue generation.

Rendering courtesy of Gensler.

← →

Marketing momentum

We developed a project-launch website that shares information about the project’s history, vision, and confirmed tenants, as well as updating the public on the latest news and development progress. We also created event materials, tenant signage guidelines, social media assets, and a project-announcement video.

View the website here.