Visual Identity • Art Direction • Interiors • Print • Web
Pacwest is the fifth tallest building in Portland, Oregon. Designed by architect Hugh Stubbins in the early 1980's. Our team was engaged by Lincoln Property Company to rebrand and relaunch the building into the Portland market, coinciding with extensive renovations of the lobby and outdoor spaces. I had a very wide range of responsibilities including mapping out the marketing strategy, designing the visual identity, and art direction for collateral developed by the Cushman & Wakefield design team.
The visual identity was inspired by the distinct aluminium exterior panels, which were specially imported from Japan in 1984. It aligned with our strategy to maintain the tower's brand equity as one of Portland's most recognizable buildings.
We shortened the name to Pacwest from PacWest Center, to disassociate it from the previous anchor tenant, Pacific Western Bank.
Considering the building's somewhat conservative stature we primarily relied on a monochromatic design but added a splash of yellow to keep things fresh. In keeping with the building's strong Portland identity, we picked the color tone from the official flag of the city.
As a part of the launch campaign, we designed a marketing suite, complete with an on-brand interior design and an interactive leasing application.
The main design element, dubbed 'the Transformer', was derived from the logo's icon to reflect the transformational changes being made in the building, and to add dynamism through-out designed collateral.