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Telling a story through pattern: West Main’s approach to facade design
Architectural Glazing has long been an important expressive tool which, when selected and detailed thoughtfully, can contribute to the successful transformation of architectural concepts to reality. A growing number of glass treatments have expanded aesthetic options in addition to the added performance modern insulated glazing offers.
Beyond the basics of color, tint, and reflectance, designers can further tune glazing systems through additive films, frits and printed media to give the material an added dimension. The result is a high degree of variability of color and pattern, consistent quality control and long-term product stability. In recent years, our practice, Graphite Design Group, has explored digital printing technology across a range of projects. Most Recently, we used this technique on West Main in Bellevue.
During early design investigation, it was learned that the site of West Main was once home to a small stream — Meydenbauer Creek — that traversed the hillside site as it meandered to its final outlet on nearby Lake Washington. From this the architectural concept of “flow” was derived and is manifest in the project at numerous scales.
Each of the three towers that comprise the project adopts a subtly different window pattern that modulates across the facades, tied together with an overall flow gesture that legibly traces its way around all the outward facing tower elevations. Tower 1, known as “push-pull,” employs a gridded mullion system with 10 different panel types, creating depth across the facade. Tower 2, labeled “Weave,” incorporates curved aluminum fins that project from the building, evoking a woven texture. Tower 3, called “Tuft,” uses cruciform-shaped mullions that gradually taper in depth from the center outward.
Color plays a critical role in the facade design of West Main. Each tower is anchored by a full-height mosaic wall composed of over 60,000 individual stainless steel tiles, with color schemes inspired by natural elements. Tower 1 features shades of blue, Tower 2 is adorned in red hues, and Tower 3 is wrapped in green tones.
At the podium level, the use of digitally printed glass continues this narrative. The street-facing facades on levels 1 and 2 are covered with large-scale graphic patterns, each unique to its respective tower. These patterns resemble a halftone image, where individual dots merge into a cohesive flow when viewed from a distance. The design team drew inspiration from the modulation of the curtain wall above, using geometric shapes that echo the natural patterns found in the landscape.
The printed patterns are carefully aligned with the color palette of each tower — blue, red, and green— creating a visual connection between the upper and lower sections of the buildings. At the main entry, a bridge links two of the towers, introducing a fourth color: orange. This addition emphasizes the area of arrival and connection, serving as a visual focal point that guides visitors into the campus.
The use of digital printing on glass offers several advantages over traditional silkscreen methods, especially in projects like West Main where custom patterns are integral to the design narrative. Unlike silkscreen frit, which typically involves repeated patterns and limited color options, digital printing allows for virtually any image or pattern to be applied directly to the glass surface. This process uses large-format printers to apply color, which is then baked onto the glass, ensuring durability and stability over time.
For West Main, digital printing enabled the design team to achieve a high degree of variation and complexity in the facade patterns. Each glass panel could be customized, allowing the flow pattern to evolve across the entire facade without repetition. The result is a dynamic, ever-changing surface that responds to the play of light and shadow throughout the day, much like the natural movement of water.
The facade design of West Main demonstrates the potential of digital printing technology to go beyond mere aesthetics. By embracing the flexibility of digitally printed glass, Graphite was able to create a facade that tells a story — one that connects the modern campus to the natural and historical context of the site. The patterns of flow, color, and form serve as a visual narrative, linking the project to Bellevue’s geographical history and creating a sense of place that resonates with the community.
Peter Krech is a founding principal of Seattle-based Graphite Design Group.
meet the team
We’re inspired by diverse design perspectives, innovation, technology, art, and the world around us. We live for the chance to create and disperse powerful, genuine messages that resonate.
tessa franchini
principal
tessa@paxsonfay.com
Tessa graduated from Fordham University in New York with a dual bachelor's degree in Communications and Political Science. During her time at Fordham, she worked for an interior designer and at NBC News where she developed her love for both design and communications. After graduating, Tessa managed marketing at 3form, a pioneer in the sustainable building products industry. During her tenure, 3form was repeatedly named one of the most recognized manufacturers in the design industry among architects and designers, and the company won multiple awards for its innovative product launches. After 3form, Tessa consulted on marketing efforts with leading product manufacturers in architecture and design before starting Paxson Fay with Amy.
amy golden
principal
amy@paxsonfay.com
Originally from Seattle, Amy left her home in the Pacific Northwest to attend Fordham University, fulfilling her dream of living in New York City. After graduating with a BS in business administration, specializing in marketing and minoring in economics, Amy began her career in advertising sales at CNN and the Hallmark Channel in New York and LA. However, Amy’s love of writing, design, and connection with people ultimately led her to PR. While finishing her MBA back home at Seattle University, in 2015, Amy cofounded Paxson Fay with her friend and business partner, Tessa, driven by a shared vision to build a PR agency that reflected their values and passions. At Paxson Fay, Amy thrives in media relations and pitch development, enjoying the process of diving deep into each client’s story to craft compelling narratives that resonate with editors and journalists. Amy has a particular passion for architecture-focused projects, and securing SHED’s feature in The New York Times was an especially rewarding moment, as they were her first client. Another major career milestone was helping build out Paxson Fay’s talented team, fostering an environment where young professionals can grow their skills and pursue their passions. Outside of work, Amy loves spending time with her family, chasing after her two little boys, exploring Seattle’s restaurant scene, traveling with friends, and reading.
colby wood
senior account executive
colby@paxsonfay.com
After graduating from Fordham University in New York City with a major in Communications and Media Studies and a handful of marketing and PR internships, Colby moved to Boston to manage marketing for a small, women-owned, creative consulting agency. While in that role, Colby managed public relations and marketing efforts for some of Boston's most prominent events and public art initiatives, including the Boston Pickle Fair and The Bulfinch Crossing Projections in downtown Boston. Colby gained experience crafting brand stories and identities through social media marketing and creative copywriting, seen through the successful launch of a premier Massachusetts adult-use dispensary and the revamp of her agency's own website. After two years, Colby decided it was time to figure out what the West Coast was all about. Looking to blend her marketing experience with her passion for design and architecture, Colby found Paxson Fay, where she focuses on social media strategy and management and public relations.
paige childs
account executive
paige@paxsonfay.com
As a child, Paige wanted to be an architect; but after falling in love with storytelling, the power of words, and yes, the show West Wing, she decided to pursue journalism at The George Washington University in the nation’s capital. Following graduation, Paige crafted communications for the beauty and banking industries. Craving space for creativity, she joined the small team that would reopen the congressionally designated National Children’s Museum. There, she played an integral role in establishing the museum’s brand, bringing it to life across digital channels, including social media, email, and advertising. After nearly eight years in DC, she decided it was time for a change of scenery. Having grown fond of the title Washingtonian, she made the cross-country move to Washington State. She landed in Seattle at Paxson Fay, where in true full circle fashion she is the architect of social media and public relations strategies for our architecture and design clients.
martina povolo
account coordinator
martina@paxsonfay.com
Martina joined the Paxson Fay team as an intern when she was a senior at the University of Washington. After graduating with a bachelor’s degree in Journalism and Public Interest Communications, Martina is now continuing with the team as a Communications Assistant. During her time at UW, Martina worked as the Special Sections Editor at the university’s newspapers where she won multiple awards for her front page spreads. Looking to blend her minors in real estate and environmental science with her focus in communications, Martina is passionate and excited to join the Paxson Fay team.
tara lyons
account coordinator
tara@paxsonfay.com
With roots in Napa and Denver, Tara ventured to the Pacific Northwest to pursue her academic journey at the University of Washington, where she graduated with a bachelor’s degree in Communication and Education. Tara's love for writing began when she delved into songwriting, building on her pre-existing passion for singing and playing the piano. Following her undergraduate years, she returned to Paxson Fay, where she had previously interned, transitioning into the role of Communications Assistant. With a keen interest in PR and social media, Tara seamlessly integrates her creative flair into the professional realm. Outside of work, you'll find Tara passionately supporting the Kraken, embodying her love for both storytelling and sports.
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what we do
We are a communications firm founded in our passion for good design. Our unique approach to marketing and public relations in the architecture and design community has elevated our clients work to the next level. We’re backed by a talented community of creatives. From copywriters to social media experts, we provide a complete package of customized services. We strive to create a personal experience with each client, integrating teams and tackling your biggest marketing and public relations challenges from a high level. Then we help execute those plans ensuring lots of reporting along the way, with lots of coffee breaks in between because we’re from Seattle and that’s what we do.
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awards: strategy, content development and submissions
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Here is a little taste of who we love to work with and what we love to do.