FACTORY 52
BRANDING OF US PLAYING CARD DEVELOPMENT
Factory 52 is a $100 million, mixed-use redevelopment by PLK Communities going up on the former U.S. Playing Card site in Norwood. This development will include residential units, breweries, retail, a public market-food hall, several parks, and offices. Under MSA Design Creative Director, Katelyn Younger, I developed a brand identity and mark that reflected the rich history and traditions of US Playing Card, and this will act as a beacon for community.
EVERY ELEMENT OF THIS PROJECT HAS A STORY…
concept sketching
FINAL CONCEPT DEVELOPMENT
This concept started with an homage to the wooded areas of Norwood. From there, I reframed to have a mix of different historically significant visuals such as the clock tower, different suits, and the olive branch/ sword combination.
However, I landed on a line composition that formed subtle representations of the historical elements that I had been trying so hard to include. The line work brought in the art deco style that the client had originally felt very drawn to, as well as the idea of history in a modern context.
When meeting with members of US Playing Card and the City of Norwood, they stressed branding with heavy roots in history (especially the use of the Ace of Spades), sophistication to target young professionals, and in a style that is modern and alluring.
In the words of one client member, “Make it sexy!” The mark’s line work brought in the art deco style that the client had originally felt very drawn to, as well as, the idea of history in a modern context.
BRAND SHEET
COLOR PALETTE & TYPOGRAPHY
FUTURE OF FACTORY 52…
*Renders by MSA Design
(Construction to be completed in 2023/2024)