Client, Year

SquashWise, 2025

Services

Wayfinding
Architectural Signage
ADA Signage
Donor Recognition

Awards / Press

Photography

SquashWise

Connecting a distinctive past with a new purpose

SquashWise is a unique youth and community organization, offering Baltimore City students both coaching in the sport of squash along with mentorship and college/career preparation. Working with project architect PI.KL, Ashton designed exterior and interior signage, wayfinding, and donor recognition that carry the organization’s brand throughout the historic space.

Its new home in a former Greyhound terminal called for signage that would connect a contemporary identity with the building’s Art Deco character. The resulting system draws on the building’s past to welcome a new community of students, players, and neighbors.

The marquee sign on the exterior is informed by the original Greyhound sign on the same architectural feature. We honored the original sign by using similar letter forms, proportions, and neon-style open channel lettering, while using a more contemporary typeface.

The iconic building had sat vacant for many years, and now includes six squash courts, three classrooms, a communal kitchen, administrative offices, a fitness center, and ample space offering youth development programming.

We worked across all aspects of the building’s wayfinding and ADA signage, much of which also pays homage to the architectural form of the historic building.

Signage elements from the building’s former use were preserved and re-installed, grounding the project both in its former identity, and its new one.

The court numbering system signage features a scallop shape reminiscent of Art Deco forms as balance to the courts’ sharp lines and enthusiastic competition.

Donor recognition signage is featured subtly at the entrances to each court, naming the many people and organizations that helped bring this project to life.

Inspirational quotes chosen by SquashWise students adorn key walls to prompt introspection and empowerment.

The cohesive branded environment is meant to feel distinctive and unique, while not distracting from the space’s mission to serve youth and bring community together.

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PO Box 50337, Balt., MD 21211

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