Working on Seattle’s signature landmark is a tall order. The Space Needle was looking for a dramatic new space to sell “all things Seattle” and we rose to the occasion. Playing off the iconic architecture, James team created a spiral glass structure and dynamic retail environment that entertained guests waiting to visit the observation deck. The new building provided a visual and functional base that launched the entire Space Needle experience. 5ive’s Tyler Cartier then added a vibrant brand voice for signage & outdoor billboards and suddenly a sixties symbol of Seattle is updated for the next millennium.