Built in the 1920s as warehouse space, what is now The Rochester has returned to its heyday roots as an artist mecca. Located in a district now experiencing an industry and craft revival, The Rochester's brand was developed around a collection of trades that inhabit the area.
An icon system was developed to reinforce the brand throughout the building. Keeping with the historic artisan categories still present in the neighborhood, hand-drawn tools represent trades such as the brewer, the tailor, and the tanner. For unit signage, the fine folks at MTRL DSGN laser-etched icons on reclaimed barnwood. Icons correspond to unit floorplans, adding an additional layer of wayfinding assistance to both the leasing team and residents.
The artisan tool family was adapted for navigation through The Rochester's website as well.
Reclaimed barnwood installed in the leasing office plays host to a hand-painted and sanded logomark.
The art package consists of digitally printed pieces manually installed onto wooden boards with various hand-painted detailing- each featuring a single artisan's process, tools and product.
'The Jeweler' features industry tools, the finished artisan product, and various brand elements.
Hall art featuring (L-R/T-B) The Calligrapher, The Potter, The Tintyper, The Metalsmith, The Storyteller, The Sculptor, The Tailor, The Butcher, The Candlestick Maker (ha!), The Bookbinder, The Painter, The Poet
(L) standard hall signage / (R) 12' hand-painted corridor 'zip'