Change Elevators

University of Washington Foster School of Business, Seattle, Washington

Design Team:
Principal: Kristine Matthews, in collaboration with Karen Cheng

Michael Burns, Matt Hagen; Video: Jeremy Juel

Change Elevators reflects on the relationship between business and the many interpretations of change. As the elevators move from one floor to another, the word CHANGE forms different phrases with other words appearing on the floor outside. For example: GLOBAL CHANGE, LOCAL CHANGE, CHANGE IDEAS, CHANGE LIVES and so on. Actual loose change from countries around the world is embedded in the elevator floors, hinting at both the diversity of the UW Business School, and the global nature of business. View a two-minute descriptive video of the project here.

SEGD Jury Comments: “This project is a creative call to action that is both unexpected and powerful in its given context. Great use of form, typography, and meaning.”


Core77 Design Awards 2011, Graphics, Branding, Identity Professional Notable Award

SEGD Global Design Awards 2011, Public Installation Merit Award