BUILDING LEGACY

Washougal Town Square
Left of Sunset was commissioned by commercial property developer Lone Wolf Investments to refresh signage and wayfinding program for a 48,000sf mixed retail-office building in Washougal, Washington. Through an extensive Discovery Phase, we developed a visual narrative theme around "legacy". Washougal is a Cascade Chinook term that roughly means "rushing waters" and throughout the work we applied the properties of water such as ebb and flow, movement, and reflection to allow the story of Washougal to unfold.

We searched through a century of historical photographic archives, courtesy of historians at The Two Rivers Heritage Museum, for images of Industry and Community. The theme of legacy evolved from the building Owner and Washougal native, Wes Hickey's vision for the space--to be an inspiring place for local innovators and business leaders contributing to the fabric of Washougal. 
CREDITS
Van Cooley (Program Strategy, Creative Direction, Design, Production Admin, Photography)
Marri-Beth Serritella (Art Direction, Design Development)
Malini Gupta (Concept Explorations)
Security Signs (Fabrication, Install)
Two Rivers Heritage Museum (Historians, Historical Archives)

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ESSENTIALS
Placemaking
Branding Built Environments
Signage Wayfinding
​Visual Narrative
Theme Development
Research, Precedent Studies
Experiential Design
Comprehensive Programming
​Schematic Design
Construction + Bid Docs
Dimensional
Production Management
lobby entrance and exterior directory
PROBLEM
Washougal Town Square is at the heart of the historic downtown. A space for innovators in tech, engineering, and health to gather, generate ideas, and conduct business. At 48,000 sf, it is a massive two-story building, taking up a full city block. The only identification were the signage for ground floor retail and off the shelf signs. The site needed better visibility and vitality.

PROCESS
Left of Sunset developed a visual narrative around “legacy” to pay homage to the city’s founding pioneers of industry. Searching through a 100 years of photography archives and working with historians at the Two River Heritage Museum, we flagged images for the client to make final selections. The historical black and white images were layered with geometric line art to tie past and present.
preliminary vision board and existing site studies

RUSHING WATERS

Washougal is a Cascade Chinook term that roughly means “rushing waters”.
Across the 150 piece signage system, the properties of water, such as, ebb and flow,
movement, and reflection were applied to create a dynamic visual language
that unfolds and delights as visitors circulate throughout the site
design development + pattern study
design concept document
welcome kiosk with logo plates for office tenants and community news board
OVERCOMING OBJECTIONS
Our greatest challenge was suggesting the use of a “lenticular” feature on critical signage types, such as exterior directories and monument signs. A lenticular is a optical device for showcasing two different images depending on angle viewed. It was an ambitious and unusual element that both initially peaked the interest of the client and caused discomfort. They liked the idea of ‘different’, but could not imagine how effective it would be on signage. "We have never seen this done, therefore there is risk", they said.

We accepted the opportunity to help the client envision the concept by pulling together a precedent study to support our reasoning. In telling the story, we framed it in a manner that spoke to the client’s vision for the project—to build legacy, create pause, encourage investigation, delight, and bring together community. The client was able to see very clearly the Why behind our thinking and gave us a resounding sign-off to proceed. By addressing concerns head-on, we built trust, and were able to capture the imagination of the client. The outcome pushes boundaries.
lenticular precedent study excerpt

IMPACT

Less confusion around wayfinding creates an overall sense of welcome and ease that lingers with each visitor when they enter or leave the building. By creating exterior directories for the office tenants to display their logos, we encouraged a sense of belonging for the community of makers and innovators occupying the building. The design of the system components mimic the architecture and feel like they belong, while highly noticeable.
primary monument signage with lenticular feature, 20 feet

RESULTS

The completed placemakng system is a poetic, heritage exhibit
and functional art pieces inspiring all who visit the site to make
progress towards building their own legacies.
exterior wayfinding
lobby entrance graphics and interior building directory
We integrated historical photography with minimal processing.
interior wayfinding (left to right): directional, directory, and suite id

CLIENT TESTIMONIAL

We applaud Van and the Left of Sunset team for creating
an inventive design program, without a doubt, it is the most
​unique option we've considered to date.

LONE WOLF INVESTMENTS