Reunion Tower Identity
Since first opening in 1978, Reunion Tower has been known as not only one of the most iconic landmarks in Dallas, but also as the place to go to take in incredible panoramic views of the city.
However, after a six-year closure of the observation deck the tower was no longer a destination to go to, even if it still represented a key visual in the Dallas skyline. So when the process for a major renovation of the observation deck began, we were excited to help refresh and launch a new identity for the beloved icon.
We started by creating a new logo for the tower and an overarching visual language for the brand that centered on the iconic shape and famous lights of the tower’s geodesic dome. Patterns, textures, colors, and typography were detailed in a brand standards document that not only guided the creation of signage, uniforms, retail items, and other visual content for the brand, but also helped influence and inspire the design of the interior physical space itself.
Once the overarching identity was established, we then went to work developing a comprehensive advertising campaign to promote the opening of the new observation deck through print, digital, bus and transit advertising, pole banners, and social media.