Magdalyn Foley
Warehouse
|| spring 2019
Warehouse is a hypothetical design challenge that shows off North Carolina / Raleigh Culture. Warehouse is imagined as a four story building that highlights art, design, food, and drink. NC is known for it's breweries, which is partly what inspired this project. Each floor features a different subject, starting with an art gallery, a shopping center, a food court, and then a rooftop bar. Every booth or piece in the space is made by a local NC citizen or company, really amplifying NC pride and supporting local businesses.
Each floor is represented by a different color and design that helps users to understand where they are in the building and what is going on around them. These designs and colors and how they are used make up the brand identity, which helps make the project feel like a whole, functioning brand.
Meet the Warehouse logo. The logo is one of the guiding pieces of the brand's identity as it helps to identify the floor and activity that is being represented. I went through plenty of iterations before landing on this one, but the Warehouse logo has many different layers to help it blend in with the brand identity. The main logo is a simple, an abstracted building to represent the building itself. It can also be changed to show each of the design elements / colors that represent the four floors. There are also four 'sub-brands' that represent each of the individual floors, matching the design and color that they identify with.
Along with the logo, I designed a number of different elements to make Warehouse feel real. One of those things were stationery. I designed a few pieces of stationery including letterheads and business cards. I used a specific grid system for these and carried them throughout the rest of the project, making sure that the brand system really worked well together. I also designed business card holders, which matched the floor that they would live on.
Check out the booklet to see a more in depth analysis of the stationery and other objects like coasters, posters, and bags!
