- Identity
- Environmental
As part of an overall updating program to the Bank of the West Building in San Francisco, the building management company, 180 Montgomery, requested a new identity with guidelines, stationery system, email newsletter and a base building signage program.
Working with FME architects as part of the first floor lobby redesign, Propp+Guerin was selected to reposition the building and it’s management company.
Playing off the address of the building, an identity was created that literally turned the nearly 30 year old building 180 degrees by rotating it’s name, positioning the management company with a significantly fresh new image.
This concept supported their objective to reposition the building for the next generation of tenants. A new floating awning extends outward from the building over the sidewalk created the perfect canvas for the building identification on three sides.
Within the lobby are four 10’H x 8’W panels of colored LED lights illuminating the color palette of their new identity and positioned behind translucent panels. The building directory consist of three cinema displays with the center display dedicated to branding content supplied by Bank of the West, the building’s primary tenant.
