Waterfront Park

When an elevated highway that had long divided downtown Seattle from the waterfront was finally removed, it opened the door to a once-in-a-generation opportunity: the creation of Waterfront Park. Spanning 20 acres and developed over 15 years, the park reconnects the city to its roots along the water’s edge.

In 2017, we were given the rewarding—and at times daunting—task of developing a comprehensive storytelling strategy for this regenerated landscape. Our goal was to tell the layered and often challenging stories of the region’s history, culture, ecology, geology, and communities. In doing so, we aimed to show that the story of Seattle is the story of its waterfront. In tandem, we crafted a graphic identity for the Park, applied across wayfinding and welcome signage throughout the site.

At the outset, there was no confirmed content or designated locations for interpretive elements. We led the development of an interpretive plan and engaged with historians, cultural leaders, Indigenous representatives and other stakeholders to craft over 30 interconnected stories. Our Content Advisory Group included: Chieko Phillips, 4Culture; Diane Sugimura, Former Director, City of Seattle Department of Planning & Development; Willard Bill Jr., Muckleshoot Cultural Director and Educator; Marilyn Wandry, Suquamish Tribal Elder; Leonard Garfield, Director, Museum of History and Industry. We also collaborated closely with the city’s Office of the Waterfront and Field Operations—the park’s lead designers—to seamlessly integrate these narratives into the built environment, including handrails, planters, and rebuilt piers.

With the Park now complete, Seattle is once again connected to its waterfront—its historic heart and soul. We’re proud to have led the design of a civic experience that functions, in many ways, as an open-air museum—free and accessible to all.

Gratifyingly, the project has led to a series of interconnected waterfront work. Interpretive elements now help visitors understand the views and native plantings atop the new Ocean Pavilion, and in historic Pioneer Square, we explore how the original shoreline once wound through the neighborhood. See related projects below—with more to come as the waterfront continues to evolve.

Field Operations has been working with Studio Matthews on the Seattle Waterfront project for over six years. In 2017 the project was searching for a Signage and Wayfinding consultant that could work with very complex client and consultant teams on a project that covers 20 acres of the public realm. Among the search of applicants, Studio Matthews was an easy selection. From the beginning Studio Matthews was extremely thoughtful, confident, and adaptable. Kristine and her team, including Nicole Fischetti, were able to quickly grasp the needs of the project and not only developed Signage, Wayfinding, and Interpretation plans, but also an identity. Kristine’s vision for clear communication shines through their work. The work is crisp and gets to the point, while conveying extremely complex messages in a fun and exciting way.

Andrew tenBrink
Director, Field Operations