Willis Tower (formerly Sears) 103rd floor observation deck with 360º views and its glass floor ledge make it one of Chicago’s “must-do” visitor attractions. Skidmore, Owings & Merrill, the original architect of the 1973 high-rise was hired to do a comprehensive refresh that included reprogramming. GraphicUser was hired as a outside consultant to develop conceptual approaches for graphics and wayfinding that support the reprogramming and enhance the visitor experience.