One of the most recognizable landmarks in one of the world's great cities, Ghirardelli Square's complex of buildings, businesses and shops was complicated and difficult to navigate. Customer visits and commercial occupancy were down in the face of more efficient and contemporary options.

A comprehensive way-finding system, built around strong identifiable "destinations" within the complex, was developed to make the property more accessible, more entertaining and memorable. Well-known buildings were individually named and branded and supported by high profile directories and effective directional messaging. The program became the cornerstone of an energetic and highly successful marketing campaign.