Westside Provisions DistricT
What was once a series of unused collection of warehouses and a few arts based businesses was reclaimed to create a vibrant living, working, and shopping district. Bucking the trend of demolishing and rebuilding with glass and steel, Jamestown Properties embraced the historic ambiance of the architecture creating a new type of urban experience.
In developing the branding, I applied the same philosophy to visually tell the Westside Provisions District story.
Roles: Creative Director, Senior Designer, Design Consultant
The names of buildings White Provisions and restaurants Abattoir and Miller Union evoke the late 1880s, when slaughterhouses, factories and warehouses — not shops and homes — were the primary attractions. Today, the Westside has capitalized on its history by reworking those structures into destinations for diners, shoppers and arts enthusiasts.
As a design studio, to be asked to "brand" the anchor shopping area of Atlanta's design district was an honor. To work directly with the redevelopment visionary, Michael Philips, was the icing on the cake. He and Jamestown Properties are internationally known for projects, including Chelsea Market (New York City), Ponce City Market (Atlanta), and Warehouse Row (Chattanooga).As inspiration for branding the design district, we returned to its industrial and meatpacking roots, especially those of the Star Provisions Company and their "Three Pigs Products." We worked as their agency developing retail/residential logos, property signage, marketing and event materials, and advertising for the multi-use development.
The branding, logos, and design system for Westside Provisions District reflects the colors in the urban landscape, historically inspired typography, and updates to the original logos used by the businesses in the area fifty years earlier.
Over a two year period I developed the brand with the Jamestown team before handing it off to their in-house creative department. Below are many of the assets developed for the location.
