Parkwest Business Centre
BRAND CREATION + PLACEMAKING
Industry: Multi-building office park
Objective: Create and Implement a new brand for the office park and bring it into the exterior wayfinding and ID program to clearly distinguish building identity and patron wayfinding with intuitive and integral exterior sign systems, and enhance the overall user experience.
Discovery: Pinpoint was tasked with the development of a new brand and the updating of the wayfinding and building identification of the park to match the centre's recent exterior renovation. In order to achieve this, we conducted extensive research and pattern analysis to gain a better understanding of how to align the branding with the updated exterior presentation of the park.
Our research defined building locations, new park mapping and an improvement of the park’s sign systems. Through this process, we ensured that the new brand and wayfinding elements were consistent with the centre's updated exterior.
Approach: A modern yet timeless typeface for the new brand identity was chosen. The abstract arrow logo nods to the centre’s northwest Edmonton location, with the new identity added to the top of the main pylon sign to serve as the primary marker for the centre. Illuminated monoliths greet visitors at three primary entrances, and building numbering designation completes the wayfinding signage so that visitors to the park can easily navigate and locate various buildings and facilities.
Outcome: A striking new logo design has been created to represent the intersection of environmental design and branding. The logo features a subtle base colour and vibrant blue contrast and aims to create a unique sense of place for both tenants and visitors. Additionally, it provides clear and harmonious wayfinding for those seeking services within the park.