Reimagining a historic Seattle landmark for a modern hospitality audience

Smith Tower

For over a century, visitors have come here to take in Seattle from above, relax, and have a good time. Classic architecture evokes an opulent era, a backdrop of craftsmanship that lives on through carefully crafted cocktails from an unrivaled, breathtaking vantage point high above Seattle on the thirty-fifth floor. 

INDUSTRY/ Hospitality 

CLIENT/ Smith Tower

SERVICES/ Web Design, Menu Design, Content Creation

COUNTRY/ US

THE CHALLENGE

Smith Tower is more than a historic building, it’s a Seattle landmark with more than a century of stories behind it.

The challenge was to preserve that history without allowing the brand to feel frozen in it.

The experience needed to speak to tourists discovering Smith Tower for the first time, locals looking for a memorable night out, and guests drawn to the Observatory Bar—all while maintaining the character that makes the property distinctive.

THE CREATIVE IDEA

OLD SEATTLE, SEEN THROUGH A MODERN LENS.

Rather than reinventing Smith Tower, the creative direction focused on revealing what was already compelling about it.

The building's architecture, stories, atmosphere and sense of occasion became the foundation for a visual world that balanced historic character with contemporary hospitality.

The goal was to make its history feel worth experiencing now.

THE DIRECTION

The creative system was built around contrast:

Historic, not dated.
Elevated, not formal.
Atmospheric, not theatrical.
Editorial, not corporate.

These principles guided how the brand translated across digital, hospitality and guest-facing touchpoints.

Photography prioritized atmosphere and architectural detail over conventional tourism imagery.

Layouts created space for the building's history to become part of the experience rather than background information.

Menus and hospitality collateral extended the same visual language into the Observatory Bar, connecting the digital experience to the physical one.

Every touchpoint needed to feel like another chapter of the same story.

THE DIGITAL EXPERIENCE

The website became the intersection of history, hospitality and discovery.

Content hierarchy and visual storytelling were shaped around the different reasons someone might visit while maintaining one cohesive point of view throughout the experience.

BUILDING THE BRAND WORLD

The direction extended beyond the website into the details surrounding the guest experience.

Digital
A more immersive way to discover the building, its history and its hospitality offerings.

Photography & Content
Imagery and storytelling centered on atmosphere, architecture and experience.

Hospitality
Menus and guest-facing materials brought the visual language into the Observatory Bar.

Brand Consistency
Digital and physical touchpoints were treated as parts of one connected experience rather than separate design projects.

THE RESULT

Smith Tower's history remained at the center of the brand—but was presented through a more contemporary hospitality lens.

The work created a clearer connection between place, story and experience, helping position Smith Tower not simply as something to see in Seattle, but somewhere worth experiencing.

PRESERVE THE HISTORY.

CHANGE THE WAY PEOPLE EXPERIENCE IT.

My Role
Creative Direction · Digital Art Direction · Visual Storytelling · Hospitality Brand Expression · Content Direction