Whitehall Mill & Market
Whitehall Mill & Market
Terra Nova Ventures, 2016-2021
Whitehall Mill is an adaptive reuse historic building in the Jones Falls Mill District of Baltimore. Dating back to 1798 the site originally housed a gristmill but was converted to textile manufacturing in the 19th century. Since then the mill has undergone multiple expansions and commercial conversions. Today the renovated complex houses apartments, offices, a restaurant, and a food market. Terra Nova Ventures wanted a cohesive identity that reflected the building’s unique character and history.
Identity / Print / Web / Environments
Logo Design
Illustration
Signage
Marketing and Leasing Collateral
Website
The identity features an array of components including a monogram, hand drawn typography, and a large family of custom illustrations.
A turn-of-the-century fire insurance map for the property was a key piece of inspiration. It directly informed the project’s custom typography. Details from the map were reproduced on several collateral and marketing items.
Reclaimed wood was utilized for both exterior and interior signage. A pair of entry signs was constructed from salvaged railroad ties, fitting since the Northern Central Railway was once adjacent to the mill.
The 18,000 sq. ft. market features local merchants and makers as well as a private events space. We adorned the raw interior surfaces with historically-inspired painted graphics.
Photography
Vivian Marie Doering
Ron Solomon
Stephen Davis, courtesy Terra Nova Ventures
Awards & Recognition
Urban Land Institute WaveMaker Award, 2021
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