Signage is the most prominent means of communication between a building owner and a tenant. Signs can direct foot traffic, promote events and amenities, and announce leasing opportunities. Working for EQ Office, the owners and operators of Willis Tower (Sears Tower) and 320 North Orleans (The Apparel Center), I managed a variety of signage projects.
Here are examples from my work at Willis Tower, demonstrating the different use cases of signage.
How did a sign come to life? A sign began with an ask from the operations, leasing, or ownership teams. The message and call-to-action were developed, the right look and feel was identified, and the appropriate format was decided.
Here are examples from my work at 350 North Orleans, showing the variety of formats signs can take.
Graphic design work was done either in-house or through an agency partner. Finalizing the design required effective coordination between stakeholders, include the print vendor, if applicable. Lastly, the sign was deployed for tenants to see, digitally or physically.
The humble sign is often taken for granted. But getting it right is important. As I walk by Willis Tower today, I still see my first signage project. This metal plaque is outside the Jackson street entrance, and it might be there as long as the tower is.
