Breakers Apartments

identity for power plant- apartment conversion

SOLUTION:

After being dark for over 30 years, this coal-powered electric plant was re-envisioned into over 200 market-rate apartment homes. The brand vision for what is now The Breakers includes a custom typeface, signage package, and an art collection that celebrate the building's history.

While the building was in its demolition phase, the crew was able to salvage large-scale machinery, gauges, and various metal, now also re-purposed as art throughout the property.

Historical Imagery

IMAGES PULLED from the ARCHIVES

of the power plant while in construction feature a daredevil from the original crew.

Historical imagery was manipulated and reimagined with a kaleidoscoping effect. Each custom piece was printed on metal to harken back to the industrial origins of the structure.

Property Beautification

RESIDENT EXPERIENCE

In order to cover some unsightly vestiges of electric hardware at the entrance of this property, we designed a custom windscreen using reclaimed metal salvaged in demolition. This rotating pattern, made from elements of the logo, serves as a windscreen, property beautification and brand reinforcement.

ROLES

LINKS