La Plaza Multimodal Terminal

Brownsville, Texas

La Plaza at Brownsville Multimodal Terminal encompasses approximately 5.4 acres in historic downtown Brownsville, just 2 blocks from the Gateway International Bridge that connects the United States to Mexico. The 2-story building features restaurants, passenger waiting areas, 12 bus bays and canopy shelters for passenger boarding and serves as a transportation terminal connecting public transit, rural, and intercity bus services.

Working closely with the City of Brownsville’s transportation division, project architects, and Jacobs Engineering, our team members were charged with designing the bus terminal’s exterior and interior signage and wayfinding system and naming of the facility. The challenge of naming the facility laid in the clients desire to de-emphasize the bus terminal function and promote and elevate the facility’s status as a key component in the revitalization of downtown Brownsville, Texas. 

The signage design and overall brand of the facility coordinated with the aesthetic established by the facility’s architecture, creating a unique signage system that not only gave a sense of place for the City of Brownsville but also provided the necessary functionality to direct and inform the public.