Park West

Brand identity, storytelling and wayfinding translate the site’s architecture into a coherent, recognizable and accessible system for people.

Park West is the office complex of the new SeiMilano district, for which an integrated project of brand identity, visual communication and wayfinding was developed. The work began with an in-depth reading of the architecture by Mario Cucinella, reinterpreted into an essential graphic sign that becomes the logo and the matrix of the entire visual system. This principle guides the design of identity, physical applications, digital content and narrative tools. Wayfinding is conceived as a lightweight and inclusive infrastructure, able to orient flows and distinguish the three buildings through a dedicated color code. The integration of graphics, light, images and digital tools, from CGI content to immersive and interactive experiences, builds a unified story that accompanies users and visitors, strengthening recognition, usability and the quality of everyday experience.
An architecture-derived “parenthesis-logo”, three distinctive colors and signage that also activates at night turn Park West into an intuitive, legible and memorable urban compass for those who work and visit.