IMG_1139_crop.jpg
 

Built in the 1920s as warehouse space, what is now The Rochester's brand was developed around a collection of trades that originally inhabited the district.

 
IMG_1148.jpg
IMG_1137.jpg
RO_sketches.png
 

A hand-drawn icon system representing artisan trades reinforces the brand throughout the building.

 
RO_iconfam.png
RO_signdetail.png
 

Laser-etched unit signs correspond to floorplan names, adding an additional layer of wayfinding for the leasing team and residents.

 

Hand-painted detailing fortifies the brand throughout the interior.

IMG_1061.jpg
RO_detail.jpg
RO_livingroom.jpg
 

The art package consists of custom pieces printed digitally and manually installed onto wooden boards. Hand-painted detailing shows artisan processes, tools and products.

 
RO_hallpieces.jpg
RO_artwork.jpg
IMG_1012.jpg
RO_artpiece.jpg
IMG_0952.jpg
 
RO_webanimation.gif
 
IMG_0975.jpg

ROLES

brand development   |  art direction  |  art + interior signage production

 

LINKS

Developer  |  Architect  |  Leasing  |  MTRL  |  Joe Swec  |  Miguel McCrary  |  Juri Zaech