Most others, seeing the condition of the dilapidated and vacated property that was once home to the Folger’s Coffee Company, would have passed on its redevelopment. But Pat O’Reilly had a vision of creating an entirely new, vibrant, urban lifestyle.
The One Thing
In the early stages of brand development, ideas and concepts gain focus from a core advantage – something we call The One Thing. For Roaster’s Block, it led to the marketing campaign theme: “Live Where Life Happens.”
Origination of Project Name
The name, Roaster’s Block, was conceived by DMH and chosen by O’Reilly as a nod to the heritage and legacy of Folger’s Coffee. Two buildings maintained their historical names, Swofford and The Boss, while a new open-air, outdoor community space was named StreetSide.
Logo and Branding
Guiding and influencing logo design, custom font, and look-and-feel considerations involved extensive research – historical archives, market studies, competitive research, and more.
Dynamics of Team Collaboration
To be successful, a multi-building historical restoration/redevelopment demands a highly coordinated effort between all team members – developer, architect, interior designer, marketing team, and agency creative designers.
Unique Positioning Statement
For free thinking young professionals and freedom-seeking empty nesters, Roaster’s Block is the only downtown neighborhood to provide a sense of history while living a genuine urban lifestyle in the heart of the city – accessible to all the amenities, energy, and conveniences it embodies.
Essential Elements of Branding
A large-scale project of this kind encompasses many comprehensive aspects and design applications. These included: logo design, custom type font design, brand identity & stationery, temporary site signage, interior & exterior graphics, printed sales collateral, and website design/development.