The Hidden Layers of a Branded Space

The Eight, Washington, USA

Studio Matthews conceptualised The Eight's signage system, which seamlessly integrates with the building’s architecture and interiors while playfully referencing the brand identity and the space's various functions.

Drawing inspiration from the brand's iconic looping logo, a stylised number eight. The concept of developing a layered and dynamic design system that flows through into every detail was selected. Through this, the designers have been able to add a sculpture-like quality to the signage, creating features that grab attention while aligning with the building's contemporary look and feel.

As you walk through the building, you notice how the signage mirrors its surroundings. Materials and finishes have been carefully selected to complement the interior design scheme; warm woods contrast with brushed metals, while muted tones bring a sense of continuity across each space.

Bold typography and iconography have been seamlessly integrated to blend function with aesthetics. Clear contrast and simple messaging ensure that each touchpoint is both noticed and inviting. This even continues through to areas such as the car park, where vibrant colours and playful graphics enhance what is often a forgotten space.

What makes this space stand out, however, is the way the signage transforms the brand identity into a tangible, three-dimensional experience. It takes its cue from a single design feature, expanding it and applying it across each element, be it flat-cut text on a wall, layered panel details, or multiple concentric rings on the external building sign. Each feature creates additional depth and a memorable point of difference while continuing to perform functionally, guiding users effectively and intuitively.

The design of this signage showcases how thoughtful, proactive brand-led design can lead to signage being part of the architecture. More importantly, it becomes an integral part of creating a positive user experience. All too often, it’s an afterthought, and the same results can never be achieved. 

Successfully integrating brand identity into the built environment isn’t just about repetition. It’s about creating a tactile, immersive and emotional experience that users can relate to. Taking design cues from a visual identity, expanding this and combining it with thoughtful material choices transforms a simple sign into a feature that deepens a user's connection with a brand and, ultimately the place.

Next time you’re designing a project, think about how signage can add depth, both literally and figuratively.

You can also read more about this project here.

© All images belong to their original owner.

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