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. 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. At 200+ acres, the Grid is at the heart of one of the nation’s fastest-growing and most diverse counties.

Services

  • Brand Strategy
  • Branding and Identity
  • Message Architecture
  • Environmental Graphics
  • Signage and Wayfinding
  • Marketing Collateral and Campaigns
  • Website Design and Digital Media

Project Team

  • Content & Context
  • Source Pixel Foundry

Act II for a Texas landmark

Early in the process, we visited the site with the client and architects to understand the Grid’s location, existing conditions, master plan, and vision — one which 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 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 — since adopted 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 and she was right — they’re the perfect fit for this project. They’ve played a critical role in helping to define and document our vision for the Grid and have served as powerful advocates for the project’s brand story and experience.

Adam Schiller, Principal, EDGE Realty Partners

Guiding and engaging visitors

A family of vehicular and pedestrian signage and signature art elements create a cohesive brand experience while addressing tenant and wayfinding needs of the dense site. Many include technology and lighting capabilities for brand-building and revenue generation.

Marketing momentum

A project-launch website shares the Grid's history and vision for the community. We also handled event materials, tenant signage guidelines, social media assets, and a project-announcement video.

View the website here.

Project Team: Content & Context; Source Pixel Foundry