west end yards branding, artwork & interiors concept
West End Yards, a new development from Dolben and Torrington Properties that includes 250 apartments, retail and office space is located in the West End neighborhood of Portsmouth, New Hampshire. The location is less than 1 mile from downtown, and all its character and charm, with easy access to the mountains and lakes region up north. How could we connect this new complex—that sits on what was previously a rail yard—to the rich history of the area in a fresh and authentic way?
As we created the brand and interiors vision, we drew inspiration from the rich history of the site, the historic port, and the beauty of New Hampshire. The color palette, textures, and patterns used throughout give the spaces a modern, lodge-like vibe. The logo is a nod to the hand-carved granite signs found throughout the city. The large stencil type on the signage harkens back to the area’s shipping and railroad history. An art installation of vintage Lionel toy train tracks (that we found at a local antique shop), iconic train arrival/departure boards, and custom-designed wallcoverings depicting New Hampshire topographic maps connect the building to the area. As soon as you see West End Yards, you’re on board! (And while the first building is fully-leased, the second building will be arriving soon!)