North End Food Court Signage

How can we use the location of a space to help reinforce a brand?

The idea of using constellation for navigation became the inspiration for this colorful and entertaining branding system implemented in the Bank One Corporate Headquarters’ “North End” food court.

A banner displaying a constellation or celestial body related to the food served identified each food station. To add additional color to the space, a gradient pattern based on the aurora borealis was applied to brushed aluminum overhangs above the food stations and in the main walkways.

I also designed wall-hanging placards, freestanding placards, and single sheet identifiers to allow service staff to display daily menus and call attention to special food items.