1400 Baltimore

World-class wayfinding

Signage, Wayfinding


When LPL Financial acquired Waddell & Reed’s Wealth Management division, their custom office building in downtown Kansas City needed a new tenant. Burns & McDonnell came to Design Ranch to create a unique garage wayfinding system reflective of the space. The building required a signage package to complement the quality and creativity of the world-class architecture that would now become home to Blue Cross and Blue Shield of Kansas City.


Burns and McDonnell engineered the garages to have complete visibility from the exterior. This detail allowed us to play with how the floor numbers could ascend through the different levels in the building. We used typography to make a visual statement, customizing our approach to guide the community and become an artistic expression – when seen from the exterior – to align with the building’s design.