In redesigning the interiors of the San Francisco Visitor Information Center, Gensler worked to create a new brand strategy that would attract, engage and better serve visitors. Gensler approached the project from the customer’s point of view to uncover how smarter interactions could be achieved through a new and innovative brand design. The new layout has transformed the space from a brochure library into a service-centric model with a more welcoming, open and interactive feel. Bold colors and a large-scale map draw visitors in while providing intuitive orientation tools, as well as a background for what’s become a popular photo-op for guests. To ensure clarity for non-English speaking visitors, navigation was simplified through a strong wayfinding signage program. Touch-screen monitors and centralized information tables help to improve customer interaction and provide easy access to local knowledge.