Rockefeller Underground Navigation Experience & Construction Fencing Design
Design graphics on construction fencing for the 1221 Avenue of The Americas Plaza, where the whole plaza is under construction, waiting for a facelift.
Client: Rockefeller Group
Role: Concept Development, Art Direction, Print Graphics Design, Illustrator
JAN 2021.
Initiation
The initial scope was to develop directional signage/navigation graphics for the underground office of the 1221 Avenue of The Americas plaza.
*Later, the scope switched to street level construction fencing
Visual Concepts Proposals
Rockefeller Group offered me the freedom to explore any visual ideas without considering too much about their original brand guideline, and they wanted it to be as fun as possible. Thus, I came up with three visual concept options.
01. Concept One: Play with Space
The bold and vivid color creates an instant association with Rockefeller wayfinding
Simple graphics forms wrap around the corners and work with the design of the space
Clear, large, and simple sans serif typography designed to be easily read from a distance and by the visually impaired
02. Concept Two: Continuous Journey
Taking the idea of direction arrows and extending it into a series of color-coded lines associated with each destination
With each destination being assigned a color, the navigation is made easy.
In between typography, lines can break free of the walls and use the ceilings to move around the space.
03. Concept Three: Mini Stories
A friendly and more playful concept of navigation, simple illustrations can visually enhance the experience of the building
in amongst the simple wayfinding graphics, small illustrations serve as little “Easter egg surprises“ and soften the tone of construction messages.
New Scope
Clients were quite fond of the 3rd option, the project scope thus expanded to the street-level construction fencing design, and the client wanted us to apply this idea continually.
Design Development
Required copy
2. Leasing Information
3. Mini Story Characters
Print Document Development
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B
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E
Mockups
On-site Photos
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