The Magic of Easter Eggs in Placemaking

Spaces become meaningful when they tell a story.

At UnCommons, Las Vegas, the signage, graphics, and environmental branding go beyond simple functions; they create a narrative. Developed by RSM Design, intentional details, from the names of streets to curated public art, contribute to an experience that feels intentional, personal, and deeply connected to the community.

This isn’t about logos plastered over every wall possible. Instead, branding is woven into the fabric of the physical space. Corten signage, 3D lettering, and integrated wayfinding features don’t just serve a function; they reinforce a sense of identity. The careful selection of materials mirrors the imposing Nevada landscape adds to this, and ensures the space feels rooted in its surroundings.

A standout element is the use of Easter Eggs; hidden details incorporated to add moments of joy. Quotes, art installations, and local references make the space feel lived-in and multi-dimensional. These subtle details invite everyone to explore and discover, making each visit feel fresh and exciting. It’s a design approach that transforms just another space into a desirable place.

Every aspect is designed with the intent to build a connection. The integration of branding, signage, and storytelling encourages people to engage, linger, and experience their surroundings. This is how a workplace, a retail hub, and a mixed-use development can become more than just a set of buildings; it becomes a community.

UnCommons is a masterclass in placemaking: signage and graphics aren’t just tools for navigation or branding; it’s an opportunity to craft an experience. When executed well, it transforms a space into something people don’t just visit; they feel a part of.

Explore more images and details on the project here.

© All images belong to their original owner.

Additional Project Credits:

• Principal in Charge: Cody Clark

• Designers: Susan Clark, Xian Wong, Eloisa Ortiz

• Client: Matter Real Estate, Gensler

• Collaborators: Allison Richter Photography

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