2200: Simplify. Align. Welcome.
Wednesday, August 18th, 2010
2200 opened in 2006 as an upscale, urban lifestyle and entertainment complex. In 2010, Michael Courtney Design was asked to revitalize the visual identity and develop a strategy to move visitors thru the complex. Our work involved everything from environmental graphics to developing a brand vocabulary. The Welcome message surrounded by city lights represents the spirit of the changes.
The mixed use project is adjacent to the new Amazon.com campus, nestled between downtown Seattle and the high tech South Lake Union neighborhood.
To differentiate the three distinct levels of the project and create a bigger visual ‘kit of parts’, we used photos as colorful, iconic elements. The photos represent: Street Car (P3: Street Level), City Lights (Level 1: Plaza Level) and Bamboo (Level 2).
We redesigned the communication graphics in a clean contemporary style that speaks to the visitors, and makes updating easy for the client.
The “City Lights” photo became a unifying image and key part of the brand vocabulary. It’s a perfect fit for a complex set among city lights and bustling downtown energy.
To encourage visitors to move throughout the muiti-level site, we designed new directories and way finding signage.
The City Lights theme is underscored by Illuminated details integrated into the directory.
In the Garage, the first greeting is crucial for guests who arrive via car. We created new graphics to simplify the message and welcome visitors.
Each floor has its own distinctive color and simplified messaging to help visitors find their way.
2200 houses a luxury hotel (Pan Pacific Seattle), gourmet grocer (Whole Foods), restaurants (Tutta Bella Neapolitan Pizzeria, Sea Star Restaurant & Raw Bar, Starbucks), retailers, services and 261 private residences.
The project team: Vulcan, Inc., and fabricators CREO, Rainier Industries and Tube Art.
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