The Rochester

Brand for a 1920s warehouse-apartment conversion

SOLUTION:

The Rochester's brand was developed around a collection of artisans and tradespeople that historically inhabited the building and surrounding district.

A hand-drawn icon system reinforces each floorplan, named after the selected trades, throughout the building. Reclaimed wood was laser-etched to easily indicate both unit numbering and corresponding floorplan. This additional layer of discovery delights and guides residents through the property.

Hand-painted detailing fortifies the brand throughout the interior and exterior. The art package consists of custom pieces printed digitally, then manually installed onto wooden boards: deconstructed, then re-constructed. The leasing office, resident corridors, and street view also feature hand-painted brand reinforcement.