In 2014, Pacific Place Shopping Center approached Hey, to help create a traffic-driving brand platform that would refresh their urban identity in the heart of downtown Seattle. Using the theme “Remix Your Day” as a guide, Pacific Place’s entire look was re-designed to reflect the idea of an urban hot spot and center for fashion, food and entertainment. The “fractal” pattern was created to mimic the skylight in the ceiling of the shopping center and the colors were chosen as a sophisticated and luxurious palette to reflect the high-end fashion brands that are housed within Pacific Place. A photo-shoot took place around downtown Seattle and those photos were then used in signage, collateral and online advertising to help communicate the idea of “Remix Your Day” with a fractal pattern made specifically to overlay the photos. Featured is the advertising style guide, select pieces of signage (both indoor and outdoor as well as printed and digital) brand printed and online collateral, and advertisements that I helped design and create to kickoff Pacific Place’s 2014 brand campaign.
Agency: Hey,
