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Logo Design for View Point

Logo Design for View Point

When the logo, the architecture, and interior design all align, a brand appears. At r.o.i. Design we strive to be engaged in all parts of the design to achieve a cohesive brand appearance to create the “return on investment” look and feel that delivers results for our customers.

We have designed logos for a variety of types of identities, including medical practices, restaurants, and more. A logo typically includes a mark of some kind, and then words that are seen in particular fonts and styles.

It is quite common that a logo tries to do “too much” and we spend a lot of time pruning and editing a message, so the final logo can last over time.

In the case of View Point, we collaborated with Campus View’s marketing staff, going back and forth with ideas until a concise visual was realized that included the “peak” of the building but also connected with the View of Campus View, the corporate brand.

Other logos we have designed recently include ABC Pediatrics, Van Haren Dentistry, Wok & Mortar, and HealthBridge.

Custom Décor at View Point

Custom Décor at View Point

For r.o.i. Design, the View Point project allowed us to use all our skills and resources. In addition to planning and interior design, we took on the challenge of adding the finishing touches to a warehouse-loft-look by designing, procuring and installing décor. We used numerous reclaimed items, along with new items to complete the look.

We shopped Pitsch Wrecking and came away with some old windows, bikes, and a few feet of chain-link fencing. We stripped the bikes and painted them in their entirety, and then hung them from the ceiling. We disassembled some of the bikes and just mounted their painted wheels on the wall. We cleaned up the windows, made them shatterproof, and arranged them in the lounge area.

We wanted to use some old warehouse doors but couldn’t find any. So, we built them in our shop and faux painted them to create the look we wanted, then installed them in key areas.

We found an artist who had some great “old sign” graphics and asked them to change the verbiage and design to accommodate some Grand Valley State University words and icons.

And with the addition of a few IKEA mirrors and some faux painting by Michael Pfleghaar, the warehouse-loft-look took shape.

Campus View Develops Studio Apartment Concept

Campus View Develops Studio Apartment Concept

Campus View, a major player in student housing in Allendale, MI, wanted to create a different housing option for the student who wants a private personal space but still needs to be connected to a community. They own the building formerly housing “Brian’s Books” near Pierce Road and 48th Street just south of the Grand Valley State University Campus. They decided to turn this 20-year-old retail space into View Point, with 24 small studio apartments, an open lounge area, a common kitchen, an exercise room, and a laundry room.

They called in TJA Architects and r.o.i. Design to help them conceive and execute a plan to create View Point. We developed a hipster design criterion, while still providing top-notch amenities.

Keeping the basic architecture of the building, we had to conceive an exterior finish that would separate it from its former retail storefront look. One of the main front gables was minimized and the face of the building was sided in three different colors of metal panel to create random vertical stripes. We highlighted the entrances with a dramatic asymmetrical face of dark siding contrasted with warm wood planking around the entry doors.

These design criteria resulted in some fun details in the interior common areas:

  • Oversized, 24-inch tall apartment numbers stenciled on the walls
  • Funky wicker woven corridor light fixtures
  • Planked and octagonal modular carpet patterns in random patterns
  • Custom canvas art using iconic Grand Valley State University names and places
  • Found and repurposed items for decor

View Point offers its residents a well-appointed one-room apartment with a full bathroom. Each unit includes a small kitchenette area with solid surface countertops, study area, sitting area with a wall-mounted TV, and a bed with trundle storage. Just outside each unit is a lounge area with seating, a huge TV, and a spacious common kitchen with an 18-foot island and personal storage for each resident.

For more about View Point, please visit campusviewhousing.com.

Work in Progress – Open Soon!

Work in Progress – Open Soon!

We have been busy and are looking forward to projects opening their doors this spring. We are showcasing just a couple of them:


With First Companies:

CBD Consulting

CBD Consulting – Progress Photo of Break Room

We are partnering with Dixon Architecture to create a stunning building that will house CBD Consulting and their tenants. CBD Consulting enhances educational facilities through the power of technology, training educators and planning school technology systems. The new building reflects their cutting-edge approach and houses their offices and learning labs. Dixon is particularly pleased with the cantilevered second floor offices and r.o.i. Design is very happy with the stairwell lighting, the corridor birch columns, the ceiling bulkheads and pops of green and orange color throughout.

Complete Health Dentistry, Dr. Nick Ritzema DDS

Complete Health Dentistry – Progress Photo

We are partnering with architect James Brodi of Create 3 PLLC to create an industrial space that includes new interior brick, exposed ceilings and electrical conduit, polished concrete, reclaimed Grand Rapids ash reception desk, shelves, and beams. The use of interior glass, framed in black, is a simple and striking look. The lower breakroom island is built from faux-painted concrete block, giving the staff space its own urban look.

With Dykhouse Construction:

Mill Steel

Mill Steel – Progress Photo of New Break Room Cabinets

This third-generation business is moving to an existing 36,000 square foot building in southeast Grand Rapids, but not before an entire remodel. We are partnering with Dixon Architecture to create new exterior dormers, canopies, decks, and landscaping, as well as a complete demolition and reconstruction of the interior spaces. Looking to house a growing and young workforce, the new space is driven by expandable space, collaborative space, break room and café, and a generous training room.  The bold blue of the Mill Steel logo is represented in the interior, along with some interesting details that include live plants in the break room, pivot doors that open up the break room to the training room, Dri-Design metal panels inside and out, bold carpet patterns, outdoor patio, and a fire pit.


Look for more stories about our designs for dermatologists, professional cleaners, furniture manufacturers, pediatric dentists, multi-family developments, automobile mirror manufacturers, and jewelry stores coming soon!

Campus View Introduces Communal Living

Campus View Introduces Communal Living

ViewPoint 24 Concept Photo

At the Northeast corner of the Campus View community sits an empty retail building, the old Brian’s Books location. It is a cavernous, 9,250 square foot building that is not ideal for a retail store or restaurant venture due to the ebb and flow of a college town. Campus View was searching for a way to transform the space into residential housing. They asked r.o.i. Design to look at the building and come up with some ideas.

We landed on new housing approach that intertwines private rooms with community living.  The space was ideal to handle a 24-unit complex with a central shared area, complete with a communal kitchen, a lounge with a fireplace and large TV, exercise room, and on-site laundry. Each of the units has a complete bathroom with tub/shower and a small kitchenette with a sink, refrigerator, and microwave. The units will be fully furnished with a full-size bed, desk, wardrobe, dressers, and a loveseat. There will even be loft storage above the bathroom in each unit. Campus View has named the property View Point and has already leased several of these suites to students who are interested in the shared space with privacy concept.

For the redesign of the building, r.o.i. Design wanted to it to feel like a cool, urban, loft-like space. We call it “hipster-eclectic”, encompasses everything that is quirky, creative and bang on trend. Hipsters have wholeheartedly embraced a minimalist aesthetic that effortlessly mismatches several different trends and styles.

The exterior will get new metal siding, giving it a modern industrial look. The interiors will feature an eclectic mix of surfaces, exposed ductwork and pipes, and industrial light fixtures. Large factory-type wall stencils will identify room numbers.

Construction on the building should take place this spring and hopefully be open for students to move in this fall. Campus View will begin leasing the space as soon as possible. It will be exciting to see this inventive new living space take shape and add to the unique housing offerings at GVSU.

ViewPoint 24 – Concept Floor Plan
Collaborating on Furniture Design

Collaborating on Furniture Design

Collaborating on Furniture Design

For r.o.i. Design, furniture is integral to the design. Quite often we have the opportunity to work with our customers in selecting and designing the furniture and furnishings in their space. This is important to us because it elevates the design to a very personal level, where people are touching, sitting, and experiencing the design in visceral ways.

When we have spent the effort to help a professional service client create a welcoming, branded feel in their interior, sometimes it requires a non-typical office furniture solution.

When we have worked diligently to create a restaurant, lobby, or corporate space that wants to look like a hip restaurant, the furniture may not be able to be compiled from standard options. Thus, we have provided specialty services around furnishings for our customers.

  • Often, we have been engaged to work with one of many of our local office furniture providers to advocate for our customer, consulting on furniture styles and finishes.
  • We design custom furniture and work with our customers to find the best resource to create those pieces.
  • Recently we have been working with fabricators experienced with integrating technology into furniture, creating medical and professional desks.
  • We have created many custom conference table designs, exploring finishes and details to create an ideal meeting and conference environments.
  • There is also the need for furnishings that look residential but need to be contract-grade. Providing contract quality guarantees for wear and maintenance.

We have also designed procurement programs for developers, working directly with manufacturers to be able to design, select, purchase, and deliver common area furnishings for multi-family facilities.

Furniture has a functional and aesthetic responsibility in commercial interiors and planning for appropriate furnishings take intention and focus.

West Michigan Dermatology – Holland, MI
Park East Court – Grand Rapids, MI