PIER 66
WAYFINDING
Studio Matthews / 2020
Team / Art Direction: Kristine Matthews / Design: Jeffrey Underwood / Photography: Devin Spear
Deliverables / wayfinding programming / exterior signage
Working with the Port of Seattle, the Pier 66 wayfinding project introduced a unified signage system to organize a complex waterfront environment. The site encompasses a conference center, cruise ship terminal, offices, parking, and the Seattle World Trade Center—each spread across multiple buildings and separated by a busy rail corridor.
The design draws inspiration from the iconic “66” neon tower that defines the site’s skyline. This visual anchor became the foundation of a cohesive signage language, ensuring consistency and clarity across the campus. Key entry points and intersections are marked by bright red, pillar-wrapped panels that serve both as navigation aids and as interpretive displays. Each panel features historic photography and stories from Seattle’s maritime past, transforming the wayfinding system into a narrative experience that connects visitors not only to their destinations, but also to the site’s cultural history.
