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Corsair Apartments

In a relaxed corner of Elm City, an old World War II fighter plane propeller factory finds a new kind of glory. In 2015, Post Road Residential decided to turn a beat-up old warehouse in East Rock, a charming neighborhood in New Haven, into a design-driven apartment community. Looking for a distinctive brand to attract tenants in a competitive market, Post Road tasked us with crafting a compelling story.

 

A Neglected Warehouse with a Patriotic Past

In a relaxed corner of Elm City, an old World War II fighter plane propeller factory finds a new kind of glory. In 2015, Post Road Residential decided to turn a beat-up old warehouse in East Rock, a charming neighborhood in New Haven, into a design-driven apartment community. Looking for a distinctive brand to attract tenants in a competitive market, Post Road tasked us with crafting a compelling story.

Role | Designer

Agency | Proverb LLC

Art Director | Matt "OZ" Osborne

Strategist | John Lockwood

Designer | Naz Elias

 
Made by Hand, Right Here

Made by Hand, Right Here

Taking cues from heritage and workwear brands like Redwing and Levi’s, we created a brand identity system that celebrates over a hundred years of American craftsmanship. We designed a throwback newsprint brochure and hand-sketched logos for the building’s many former companies. We called the resident lounge the “Quittin’ Time Bar” and designed custom airplane propeller door handles and retro bottle openers.

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 We even dug up an old quote from the Corsair’s chief engineer, which perfectly summed up our vision: “The difficult we do immediately. The impossible will take a week, ten days at most.”

We even dug up an old quote from the Corsair’s chief engineer, which perfectly summed up our vision: “The difficult we do immediately. The impossible will take a week, ten days at most.”

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