Logos & Marks Architectural Signage Website Illustration Brand Applications
Awards / Press
ULI WaveMaker Award, 2021
Vivian Marie Doering Ron Solomon Stephen Davis, courtesy Terra Nova Ventures
Whitehall Mill & Market
Redesigning historic mills for modern living
Since its start as a gristmill in 1798, Whitehall Mill has stood out for its architectural value. Still, the site had evolved over centuries, and its recent adaptation into a multifaceted community anchor was a particularly dramatic transformation. To complement the conversion and reintroduce the space to the public, Ashton created an identity that captured the building’s unique history, then added signage to help visitors make the most of its varied campus.
Whitehall’s identity had to remain true to its blue-collar roots, but be flexible enough to accommodate the needs of an apartment building, restaurant, private event hall, and market all in one. We created a logo that celebrates its 18th-century founding; pairing it with a bright orange palette signifies the space’s modern approach to community.
Key to maintaining the identity’s ease of use was creating a system with multiple complementary components, including a monogram, hand-drawn typography, and a large family of custom illustrations.
Their design was informed by items discovered in our research to be tied to the site. For instance, a property fire insurance map from the turn of the century directly informed the custom typography. Map details were also reproduced on several collateral and marketing items.
A custom website captures the many facets of Whitehall’s community, creating distinct sections for visitors to explore based on their area of interest.
Both the exterior and interior signage made use of reclaimed wood. A pair of entry signs were constructed from salvaged railroad ties, a nod to the Northern Central Railway that once ran adjacent to the mill.
Custom announcement banners complement the building’s facade. Their mix of clean lines, bright colors, and nod to nostalgia encourage guests to visit and explore.
We adorned the interior’s raw surfaces with historically inspired, painted graphics. They help direct visitors around the 18,000 sq. ft., multifacted space, which is shared by local merchants, restaurant entrepreneurs, and event vendors.
Permanent, painted exterior signage makes use of signage techniques from centuries past. Using the bright color palette gives it an updated feel.