Let’s focus on some of the firm’s recent work, some of which is not even on the HADW Web site. Note the diversity in the range of services, products, and approaches.
First, for an art consultant specializing in contemporary Asian art, HADW devised a stationery program for Heavenly Stone (a translation of the client’s Chinese name). The identity is rendered in motif of a floating stone and cloud with a hint of red and an aura of the Far East in texture and arrangement.
One of HADW’s favorite projects thus far is the relaunch of the Seattle Space Needle. The challenge was to take this venerable landmark from 1962 World’s Fair and reposition its role in the 21st century. The Space Needle team included consultants from the Space Needle Corporation, Callison Architecture, and the branding and naming consultant Tyler Cartier. HADW started by revamping this architectural icon’s logo and by devising “sub-brands” relating to each level of the building (observation deck, restaurant, gift shop, etc.). Each section received a distinctive identity but had to work together as an integrated visual experience. HADW also revised the corporate letterhead, devised promotional merchandise applications, designed restaurant collateral and menus, and provided internal and external signage.
This article was last modified on January 8, 2023
This article was first published on June 11, 2001
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