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
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.
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.”