The City of Seattle's Waterfront Seattle is a program containing 12 projects to rebuild Seattle’s waterfront following the removal of the Alaskan Way Viaduct. As head designer on the program, I lead branding development and consistency, delegating tasks, and design of materials to build program awareness and disseminate construction information.
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A contemporary color palette and distinctive symbols are used to stand out against the grey concrete currently on the waterfront, giving posters, banners, and wayfinding excellent contrast. Bright, cheerful renderings are a positive look at the new parks and amenities Seattleites and visitors will be able to enjoy in the future.
For the new website, a whole new user experience approach was needed to organize 7 years worth of project content to date, as well as new construction updated for all projects. By using analytics and human-centered design practices, I created a site that makes finding key information faster and easier.
New Features:
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Homepages in Seattle's 11 most common languages for greater inclusion.
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Quick links on homepage for finding important information fast.
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Standardized project pages giving quick progress overviews and details.
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A construction hub for easy updates based on waterfront location.
The brochure needed to explain each project and contextualize where construction would be happening and when, but also be compact for people to take with them from events. With a program area spanning 1.5 miles a map-style fold out allowed for the space needed while still maintaining a typical brochure size when folded.
Waterfront Seattle held events periodically in order to inform and receive feedback from the public. Open houses are common for public improvement projects, but often are dull. My goal was to distinguish each event from each other to be clear another event with new information is taking place and make the marketing campaigns engaging.
For many events I used a single image to brand the event. Seeing ads online, posters, or receiving a postcard in the mail would reinforce what that particular event was about.
