ILLUMINARIUM – NAVY PIER CHICAGO
A full-scale environmental branding system designed to transform Navy Pier into a high-impact entry point for the Illuminarium experience.
This project focused on extending the Illuminarium identity beyond the interior experience and into a fully integrated physical environment. From large-scale exterior wraps to directional signage and guest touchpoints, the goal was to create a cohesive visual system that guides, informs, and builds anticipation before entry.
Working across multiple surfaces and sightlines, the design system needed to scale seamlessly, from distant exterior visibility to close-up interactions. Color gradients, typography, and layout ensured clarity, consistency, and impact across the entire guest journey.
The result is an immersive brand presence that begins the moment guests arrive, turning the venue itself into part of the experience.
Scope:
Exterior wraps, wayfinding system, signage design, environmental branding
Role(s)
Lead Designer
Client
Paquin Entertainment / Illuminarium
Year
2024
Exterior Building Wrap: Large-scale exterior wrap applied to the venue, establishing brand presence across the full building facade.
Exterior Entry Branding: Initial entry signage designed to establish the brand presence and guide guests into the experience.
Grand Staircase Installation: Central staircase transformed into a large-scale brand moment, using color and pattern to guide movement and create a strong visual focal point.
Exterior Banner System: Large-scale banner application designed to extend the brand across the venue, maintaining visibility and consistency at a distance.
Exterior Banner System: Large-scale banner application designed to extend the brand across the venue, maintaining visibility and consistency at a distance.
Exterior Messaging: Brand messaging applied across the venue to reinforce identity and capture attention within the surrounding environment.
Entry Portal: Primary entrance designed as a transition point, carrying the brand system into the guest experience.
Exterior Building Wrap: Large-scale exterior wrap applied to the venue, establishing brand presence across the full building facade.
Wayfinding & Guest Check-In: Modular signage system designed to guide guests and support entry flow within the space.