On the team for the John Hancock Observatory complete makeover.

Chicago’s John Hancock Building is the 6th tallest building in the United States, located in the heart of Chicago’s Magnificent Mile. The building’s 94th floor Observatory with sweeping views of the city is a mecca to tourists and locals alike.

The Observatory underwent a renovation in early 2009. Extensive upgrades included a brand makeover, the addition of a Italian espresso cafe, and new, interactive displays.

In early 2009, Design Design was brought on to interpret the new brand standards and apply them to new environmental and wayfinding signs and message boards throughout the building, from the first floor, up the elevators, and into and onto the 94th floor of this Chicago landmark.

Working in conjunction with the architectural design team, Design Design adapted the new look to create a number of elements produced and installed by our longtime print and signage partner, Dr. Graphx.

One of the key elements was the price/menu board, located above the cashier in the main lobby. Additional elements included the Skywalk signage, photographic posters, floor graphics, vinyl window decorative and communication elements, counter displays, wallpapers, restroom signs, concierge signs, and raffle posters. We also assisted in the fixture selection and installation of the Vista sign system utilized throughout the observatory.

The redesign culminated with the grand opening celebration of the observatory to much fanfare in the spring of 2009.