Early Childhood and Elementary

Playscapes designed to address the unique needs of early childhood and elementary-age students require multiple areas for physical play that are inclusive yet challenging. Early elementary play can be more focused on motion and spinning, which provided positive, vestibular stimulation for brain development. “Spinning is an important form of sensory input that the brain takes in and processes that can help with balance, decision-making, and even attention span,” says GMB landscape architect Dana Hernalsteen. “Incorporating different areas of play also gives students a choice in how they want to explore and engage with their surroundings.” For example, pavement activities can take many shapes and promote different types of play, from group games like foursquare, to active learning from painted maps or solar systems, and social emotional needs like peace paths and buddy circles.

Ludington’s new elementary school aimed to create meaningful connections to the outdoors, an important initiative for the district. All the classroom wings connect outside through covered outdoor learning areas to playgrounds that encourage both outdoor learning and play. Multiple playgrounds address the needs of students from kindergarten through 5th grade on one campus. Broken down into distinct age categories, each playscape was designed to create meaningful play as students grow. For the youngest learners, areas that promote balance, like spinners and climbers, and creativity, like chalk and sandboxes, were included. For the oldest group, more challenging spaces for parkour and rope climbing encourage strength building, teamwork, and competition.

Special Education and Accessibility Needs

Creating an inclusive and accessible playscape presents students with many opportunities. Completely barrier-free design, with compliance for national standards, can be just as fun, intentional, and creative as traditional play areas. Incorporating the necessary signage, railings, fencing, and transitions into the natural surroundings where possible makes the accessibility requirements feel like just another part of the design. At Hamilton Community Schools, a special education wing’s new playground provides accessible play for all students. An ADA accessible ramp into the rubberized surface area for wheelchairs is the first impression of accessible use. The playground also includes equipment that can accommodate wheelchair users plus their adult paraprofessionals. “Incorporating different kinds of sensory elements from texture, sound, height levels, spinning, and signage gives the playscape something for everyone,” said GMB landscape architect Chris Markham. “Multiple zones throughout the area and the new equipment allow kids of different abilities to interact and play together without physical constraints.”

Serving Multiple Age Groups

At schools where multiple age groups share a single campus or facility, outdoor spaces can be creatively utilized to address the needs of multiple age groups. By blending programs together in flexible spaces that promote both play and learning on a smaller footprint, yet intentionally separating age group activities, districts can accommodate outdoor play for any age group. Potterville Public Schools is utilizing their shared campus to create outdoor areas that fit students from kindergarten through high school. Similar age zones are placed near each other to create the appropriate separation of activities while maximizing their square footage. The youngest group’s play area is enclosed in a courtyard and requires the least amount of space, while the middle school group will have play structures of varying scale and opportunity for free play. High schoolers will be able to physically exert themselves on play fields if they choose or can utilize seating with shade to read, study, and converse.

Athletics as a Catalyst for School Branding

• Facilities as First Impressions: Athletic stadiums, often centered around football, are seen as a uniquely American tradition that can shape the identities of students, institutions, and communities. From fields and courts to stadiums and signage, athletic facilities send a clear message: we invest in our students and we’re proud of our programs.
• Merchandise and Mascots: Spirit wear, team colors, and mascots are more than just fun, they’re vital branding tools. Whether worn at family-friendly Friday night games or shared across social media, these elements reinforce pride and recognition in the broader community.
• Creating a Unique Fan Experience: The Chippewa Champions Center at Central Michigan University is a shining example of using athletics to make a memorable first impression to all campus visitors. Located directly behind the north end zone, the center is one of the most unique fan experiences in the Mid-American Conference (MAC) and is located just steps from the Chippewas’ locker room, bringing fans up close and personal to the action on the field.

• Inclusion Through Shared Experiences: Games, practices, team nights, and fundraising can act as additional gathering points that unite students, staff, families, and alumni. Whether you’re on the team, in the band, broadcasting the game, or cheering from the stands, there’s a place to belong. These shared experiences help create deep emotional ties to the school community and to each other.
• Multi-Use Spaces That Serve Everyone: Creating flexible athletic spaces that serve educational, community, and event needs is a must. They serve PE classes by day, sports teams by night, and community events on weekends. Designing these spaces to be used by both male and female sports, and choosing durable materials that encourage year-round use, make great financial sense for educational institutions that often rely on public funding.
• Elevating The Student Experience: The award-winning Hudsonville Fieldhouse has ample space to support a variety of sports programs, community members, and school classes. It was important to the district to create spaces that reflected student talent, celebrated their successes, and reinforced the brand and culture of Hudsonville. 

Driving Student Excitement and Retention

• K-12 Impact: Competitive or high-profile athletics attract families and offer opportunities for students to choose what best suits their talents. More schools are adding options in fast-growing sports like girls’ flag football, boys’ volleyball, rugby, and lacrosse. These offerings pique student interest, attract new demographics, and promote year-round campus activity.
• Giving K-12 a Collegiate Feel: The turf fields at Woodhaven High School promote a sense of school pride with bold logos and school colors that evoke a collegiate feel to the complex, while also promote accessibility for all students, athletes, and community members regardless of gender or physical abilities.
• Higher Ed Impact: Athletics can be a deal-breaker or deal-maker during the college selection process, especially for student-athletes and school spirit-minded students and families. Highlighting athletics during campus tours and recruitment campaigns helps elevate the entire student experience. Winning seasons, legendary games, and beloved mascots are powerful touchpoints that also keep alumni connected, and invested in, your school.
• A Multi-Functional Alumni Space: The Stadium Club at Western Michigan University (WMU) transformed from primarily game day use to a 24/7/365 a year entertaining, fundraising, and intimate conversation space. The goal of the updated suite was to offer an elegant and welcoming experience to patrons that is unique to WMU.

Expanding the Definition of Athletics

• Intramural and Recreational Sports: In higher ed, intramural sports provide an outlet for physical activity, connection, and community without the intensity of varsity athletics. They help support student wellness and provide opportunities for leadership and event planning, especially for students not involved in other clubs.
• Developing Year-Round, Well-Rounded Athletes: Schools are shifting away from the “one-sport athlete” mindset and instead encouraging participation in multiple sports or off-season training programs. This approach helps prevent burnout and injury, while promoting teamwork, adaptability, and resilience.
• Exploring eSports: Competitive gaming programs are rapidly growing in both K–12 and higher education. East Kentwood High School in West Michigan has one of the top-ranked eSports teams in the nation and was placed in the Top 20 programs by USA Today. With more than 100 students on the team, their eSports program offers new ways to engage students who might not connect with traditional sports while still teaching them teamwork, strategy, and discipline.

Positive Impacts on a Student’s Learning Experience and Environment

• Upgraded and properly maintained systems create learning environments that are comfortable and limit noisy disruptions
• Promoting sustainability in tangible ways can provide hands-on learning opportunities for students
• Efficient buildings contribute to a better global environment, benefiting students’ well-being and their local communities

By adhering to the 2021 IECC, schools in Michigan can create optimized learning environments that prioritize comfort, health, sustainability, and innovation. These benefits not only enhance the day-to-day experiences of students but also equip them with knowledge and values for a sustainable future.

Aligning Marketing and Enrollment for Greater Impact

One of the biggest opportunities for smaller colleges is to create synergy between the marketing and enrollment teams. These departments are often siloed, each with their own fixed budgets, which can lead to inefficiencies, duplicated efforts, or misaligned messaging. When marketing and enrollment teams work alone, institutions risk wasting resources on campaigns that don’t support the whole picture.

One school that is tackling this problem head-on is McPherson College, a private, liberal arts institution taking a strategic, integrated approach to enrollment marketing. Their efforts serve as a strong example of how breaking down these barriers can drive success. At McPherson, marketing and enrollment professionals collaborate closely, sharing data and strategies regularly. This team alignment, supported from the top down, ensures that the school’s messaging remains consistent and targeted, leading to more efficient use of resources and stronger prospective student engagement. And this collaboration is having a positive impact on the College’s current marketing efforts. They are up more than 30 deposits year over year and have already exceeded their application goal by 40 applicants for 2025. By fostering intentional connections between these departments, McPherson College has created a model that other institutions can follow to help maximize their marketing dollars.

Another crucial aspect of budgeting is understanding how your competitors are positioning themselves in the digital landscape. While exact marketing budgets can be difficult to uncover, a competitor assessment can provide valuable insights. Look at the types of digital ads peer institutions are running, the platforms they’re using, and how prominently they appear in search results compared to your institution. Evaluating their online presence can help identify gaps, opportunities, and best practices to refine your own marketing strategy and maximize your budget.

Understanding how competitors allocate their marketing budgets — whether it’s on digital advertising, social media campaigns, direct outreach, or campus improvements — can help institutions make more strategic decisions. For example, if a competitor university is heavily investing in digital advertising or strategic branding, it’s important to understand how that might impact your institution’s visibility and perception. Competitive benchmarking helps inform budget allocations and ensures that marketing efforts are proactive rather than reactive.

Additionally, assessing where competitors are falling short, such as outdated graphics, off-brand messaging, or poor website navigation, can provide an opportunity to differentiate and attract students in a more cost-effective way.

The Ripple Effect: Beyond Enrollment Numbers

Strategic marketing investments also contribute to stronger alumni networks, community engagement, and long-term brand equity. By prioritizing marketing and enrollment efforts as an institutional strategy rather than a departmental concern, colleges and universities can build a foundation for long-term success and ensure they remain competitive in an evolving higher education landscape.

For small and private colleges looking to maximize their marketing budget, the key is strategic alignment, informed spending, and a clear understanding of market positioning. By fostering collaboration between marketing and enrollment teams, setting realistic goals, and analyzing competitive data, institutions can ensure that every dollar is used effectively to drive enrollment and institutional success.

Designing an AI Empowered Student Workshop

Members from GMB’s design team, alongside Dave Tebo and elementary educators, conducted an AI-empowered student design workshop at Holland Public Schools. The district, where 66% of students are economically disadvantaged and 18% have disabilities, exemplifies the need for inclusive and equitable learning solutions. The workshop focused specifically on West Elementary, a school currently lacking collaboration spaces essential for fostering student interaction and teamwork. With a planned renovation, the objective was to incorporate student input into the design of grade-level extended learning areas (ELA) within the school.

The workshop aimed to engage K-5th grade students in the design process, empowering them to express their ideas and preferences, learn basic design concepts, and collaborate with professionals to bring their visions to life. Inclusive participation was paramount, allowing every student, regardless of background or ability, to have a voice in the design process. A lesson plan co-designed with district staff ensured alignment with their educational goals and included the development of a curriculum tool that the district can use for future student-led projects.

The workshop was structured into 18 separate sessions, each lasting 45 minutes, conducted during STEM class periods. Students from kindergarten through 5^th grade participated in visioning exercises that helped them imagine their ideal learning environment through storytelling and vision boards showcasing other inspirational student spaces. Students would then spend time ideating through drawing, writing, or using symbols or speech to express their ideas. The designers and educators assisted students in turning their brainstormed ideas into simple sketches or drawings and creating language to prompt the AI program. The workshop activities were tailored to meet the different needs of students — kindergarteners focused more on pictures, while 4^th and 5^th grade students were able to express ideas in writing or floorplan design.

Students were asked to formulate themes for the types of spaces they wanted to see. Common themes included learning spaces that emulated a forest, beach, outer space, treehouse, robots, and underwater. Students would gasp and squeal with delight when the AI-generated designs would pop up on the screens, showing their ideas come to life in real-time. Comments of “I would want that!” or “It looks really realistic,” would echo throughout the classroom. Children from each age range were visibly inspired and engaged with the program, providing the team with several thematic and design ideas to include in the future learning spaces.       

What Comes Next?

Post-workshop, the collected ideas and feedback will be used to inform the design elements of the new extended learning areas at West Elementary. This collaborative approach not only encourages engagement with the learning environment but also instills a sense of agency and pride among students. By leveraging AI technology, we can ensure that all students, regardless of their abilities or backgrounds, have the opportunity to contribute their ideas. This approach not only fosters creativity and autonomy but also sets the foundation for a more inclusive and dynamic educational experience.

“Seeing the kids’ faces light up and get excited about the possibilities of their future learning spaces was inspiring to be a part of” added Jeff Hoag, educational planner with GMB, “Every student learns differently and giving them the tools they need to express their needs and wants will make a big difference in how the experience learning.”

What is Experiential Graphic Design?

Experiential Graphic Design is the integration of brand and message within physical spaces, transforming how individuals interact with and perceive their environment. Unlike its previous name indicates, Environmental Graphic Design, the term Experiential Graphic Design was adopted over ten years ago to better represent the focus on creating immersive and meaningful experiences rather than solely implying environmental sustainability.

EGD combines various elements such as signage, maps, symbols, colors, and other communication materials to guide individuals through the built environments. This approach not only complements architecture, interior design, branding, landscape, and furniture but also creates a cohesive and engaging spatial experience. Today, EGD can also leverage digital spaces to present dynamic content through motion or interactive graphics, allowing for rich interactions between building users and the presented information.

From the moment students approach their school, experiential design can create a welcoming atmosphere. Exterior signage and wayfinding systems, designed with thoughtful typography, color schemes, and imagery, help students and visitors navigate the campus with ease. These elements not only provide essential information but also establish a sense of place and belonging.

Interior spaces can further enhance the student experience by incorporating graphics that complement the curriculum. Wall murals, informational displays, and interactive installations can make hallways, classrooms, and common areas more engaging and inspiring. Digital displays and motion graphics can present dynamic content, making lessons more engaging and accessible. By creating visually stimulating environments, EGD helps maintain students’ interest and enthusiasm throughout their educational journey.

Additionally, EGD can create themed environments that align with specific subjects or educational goals. Edgerton Trails Elementary School’s colorful interior is inspired by the district’s elementary science curriculum, with each grade level housed in distinct neighborhoods that reflect local habitats. The neighborhoods — The Pond (DK), The Woodlands (K-1), The Lakes (2-3), and The Dunes (4-5) — provide age-appropriate and fun environments that connect back to what they are learning. Students can feel emotionally and physically safe as the layout ensures they interact primarily with their peers in spaces designed specifically for their developmental stage. These immersive environments stimulate curiosity and creativity, encouraging students to explore and engage with their subjects more deeply.

Supporting Mental Health and Well-Being

The design of educational spaces can have a significant impact on students’ mental health and well-being. Experiential graphics can contribute to creating a positive and supportive atmosphere by incorporating elements that promote relaxation, focus, and emotional comfort. For example, calming color palettes, nature-inspired imagery, and thoughtful spatial layouts can reduce stress and anxiety, fostering a sense of calm and security.

EGD can also promote social interaction and community building by designing spaces that encourage collaboration and connection. Interactive displays, communal areas, and shared information boards can help students feel more connected to their peers and institution, enhancing their overall sense of well-being.

To embrace the student and school connection to the Shelby community, each academic wing at the Shelby Elementary School was given an identity from elements found in the natural environment that include an orchard, forest, and lake. Bright colors and illustrations are infused throughout the facility with experiential hallway graphics and flexible furniture. Shelby has a large population of students who speak English as a second language, so each graphic in the school is represented in both English and Spanish to create an inclusive environment.

Guiding Student Focus and Learning

Experiential graphics can also play a supportive role in guiding student focus and enhancing learning environments. Creating personalized spaces, like built-in nooks, can offer calm areas for individual reflection or focused work, and can promote a sense of ownership and comfort. Enhancing these areas with dedicated graphics, schools can support students in finding their unique place, fostering an environment that positively impacts well-being and individual growth.

Additionally, EGD that incorporates place-based learning concepts into the design and application can inspire students to engage more deeply with their everyday surroundings. EGD, when thoughtfully integrated, can transform ordinary spaces into interactive learning environments that stimulate curiosity and creativity. This approach not only enhances the educational experience but also propels schools and universities towards innovative and effective learning strategies.

At Ludington Elementary School, inspired by the school’s land and its connection to Native American culture, each grade-level neighborhood has an identifiable animal (like an owl, wolf or bear) to connect to and identify with. Each animal was chosen specifically through feedback from the local indigenous tribe. This strategic use of coordinating displays creates a feeling of belonging for young learners and fosters student connection to the physical environment.

Interacting with Digital
Designs

Digital technologies play an increasingly important role in experiential graphic design. Interactive kiosks, digital signage, and learning-centered motion graphics can present dynamic content that adapts to the needs of students and visitors. These technologies allow for real-time updates, personalized information, and interactive experiences that enhance the overall environment.

The open lobby at Calvin University’s new School of Business facility features a digital running stock ticker so that students feel continually immersed in business culture. A large video wall showing the active stock market, market highlights, or campus news in the same space complements the feeling of learning in a real, global business setting.

The Woodhaven-Brownstown School District was able to transition a portion of their high school campus into a premier baseball and softball complex complete with artificial turf and an auxiliary practice field. The district has created a first-class destination facility that promotes athletic excellence and inspires student athletes. The complex was also designed to promote accessibility for all students, athletes, and community members regardless of gender or physical abilities.

Woodhaven High School is the only high school-level project to win a top honor in this category.

“The new baseball and softball complex marks a significant milestone for our district, enhancing the quality of our athletic programs,” said Mark Greathead, Superintendent of Woodhaven-Brownstown School District. “This state-of-the-art facility not only motivates and empowers our student-athletes, but also embodies our dedication to inclusivity and community engagement.”

Awards are presented each year to facilities built by ASBA members, which best exemplify excellence in sports facility design and construction, as well as an understanding of the technical requirements and current professional standards for athletics facilities. Projects are scored individually based on considerations such as layout and design, site work, drainage, base construction, surface, amenities, innovation, and overall impression.

“The new athletic fields design helps Woodhaven promote their school’s excellence with bold logos and school colors that evoke a collegiate feel to the complex,” added Ron Boezwinkle, a client lead with GMB. “These enhancements not only elevate the school’s identity but also provide a vibrant and engaging environment for students and the community.”

Hudsonville’s new fieldhouse encompasses 104,000 SF of top-of-the-line athletics space that includes locker rooms, a 1/9 mile running track, two-levels of fitness and strength areas, a multipurpose tennis court, and three full size basketball/volleyball courts with spectator seating for 3,700 people. The unique top-loading design of the fieldhouse delivers a 360-view of the court floor and connects spaces on the upper level, making the facility ideal for hosting competitions, expositions, and community events.

“The new fieldhouse elevates the athletics experience for our entire student body, while also creating a welcoming space for the Hudsonville community,” said Dr. Doug VanderJagt, Superintendent of Hudsonville Public Schools. “We are so fortunate to have the community’s support to make this fieldhouse a reality. The final product reflects and celebrates the student talent that we have here in Hudsonville.”

“The fieldhouse spaces truly capture the essence of Hudsonville and serve as a source of inspiration for students,” said Matt Heidloff, landscape architect at GMB. “This project not only unifies the campus but also establishes a state-of-the-art facility where students and their families can feel welcome and proud.”

Awards are presented each year to facilities built by ASBA members, which best exemplify excellence in sports facility design and construction, as well as an understanding of the technical requirements and current professional standards for athletics facilities. Projects are scored individually based on considerations such as layout and design, site work, drainage, base construction, surface, amenities, innovation, and overall impression.

As the demographic cliff looms over higher education, threatening enrollment and financial stability, smaller private institutions with fewer resources face a stark choice: adapt or struggle. While the shrinking pool of traditional students presents significant challenges, it also creates opportunities for innovation. Many colleges are already pivoting to attract nontraditional students, such as adult learners and career changers, but additional strategies can help institutions thrive despite the shift.

By embracing four strategic shifts—redefining value, reimagining spaces, strengthening community ties and refining communication—institutions can not only survive but thrive in this new era. Connecting with students and showing them they have found a place where they belong can make a difference and positively impact enrollment outcomes.

Creating flexible and adaptive spaces that can easily be reconfigured for different uses allows institutions to repurpose existing spaces. Classrooms and lecture halls can be designed with movable walls and flexible furniture to accommodate various teaching methods, from traditional lectures to remote education and collaborative group work. 

Repurposing or creating a scheduling system for underused areas on campus—like library spaces, computer labs, or classrooms—into private hoteling spaces that can accommodate unique needs can set your campus apart. From private areas for mother’s rooms to technology-rich content creation spaces, modifying existing space on campus ensures that your facilities remain functional and relevant, even as the institution’s needs evolve.

3. Strengthen Community Engagement 

Institutions can also deepen their engagement with local communities and employers to secure much-needed enrollment boosts. Almost two-thirds of undergraduate students attend a college within 50 miles of their home, making local connections critical for attracting and retaining students. 

To strengthen community ties, colleges can align programs with local workforce needs, offer community education, expand internship programs and become hubs for innovation and economic development. These local connections can lead to partnerships with area high schools for dual enrollment programs and better position the college or university to receive grants and government funding that support regional economic development. 

When a college is embedded within its immediate environment, word-of-mouth, local partnerships, earned media and community-based outreach become powerful, cost-effective tools for attracting students. This approach benefits the local economy and attracts students interested in living in the community they know.