WSCC hosts over 400,000 visitors each year, and the 30 year old graphic and way finding program to greet, guide and direct guests was outmoded and ineffective. Built on a challenging in-city location, the success of the original building led to the creation of three expansions, spreading across several city blocks and creating the largest meeting and event facility in Washington State.

There were several problems with the existing graphics program. Somewhere along the way, the design vision of the original program was lost, along with the building blocks of a good communication system: consistency, continuity, and a design language that connected with the audience. Sporadic updates resulted in a confusing mix of directions and a breakdown of the hierarchy needed to direct guests from the entrance to their meeting room and back to their hotel. Contemporary technology features were absent.

Focusing on the user experience, the new design is deliberately oriented towards a clean, contemporary look. The color palette includes warm brown wood, greens and blues, and silver accents. In addition to this foundation, we incorporated the WSCC logo and color palette and choose a clean, modern typeface. We added a Red Carpet treatment to greet visitors, incorporated technology at key locations and developed a consistent, easy-to-follow graphic language to help users navigate with confidence and comfort.