Imagine new hubs for innovation and science, and your mind may jump inside white-walled labratories and behind locked Silicon Valley doors. But old tobacco warehouses? These are fast becoming the setting for high-tech ingenuity in North Carolina, thanks to the efforts of the Wake Forest Innovation Quarter (WFIQ). Over the last several years, this catalyst for advancement in biomedical science, information technology, clinical services and advanced materials has been breathing new life into the R.J. Reynolds Tobacco Company (RJR)’s old warehouses, located deep in the newly refurbished Innovation Quarter of downtown Winston-Salem. Neighboring these recently transformed tobacco warehouses is another space defying labels: Bailey Park, the lush green space named for RJR’s iconic Bailey Power Plant.
Approached by WFIQ to develop the branding and visual story of Bailey Park, Winston-Salem–based creative studio Device Creative Collaborative began by digging deep into the park’s foundations, collaborating directly with architects and city planners to meet local codes and regulations. The result is a forward-thinking identity that honors the park’s heritage, yet gives visual form to the area’s new ambitions: A crisp logo both references the iconic smokestacks of Bailey Power Plant and underscores the park’s modern context. Future-oriented typefaces and minimalist icons come together in old-meets-new wayfinding and restroom signage. And hinting at the site’s industrial heritage are blueprint-inspired stage panel art and rust-worn signposts scored with the park’s logo. In these parts, rich innovation stems from an even richer heritage.
Approached by WFIQ to develop the branding and visual story of Bailey Park, Winston-Salem–based creative studio Device Creative Collaborative began by digging deep into the park’s foundations, collaborating directly with architects and city planners to meet local codes and regulations. The result is a forward-thinking identity that honors the park’s heritage, yet gives visual form to the area’s new ambitions: A crisp logo both references the iconic smokestacks of Bailey Power Plant and underscores the park’s modern context. Future-oriented typefaces and minimalist icons come together in old-meets-new wayfinding and restroom signage. And hinting at the site’s industrial heritage are blueprint-inspired stage panel art and rust-worn signposts scored with the park’s logo. In these parts, rich innovation stems from an even richer heritage.
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