THE VISUAL LANGUAGE
Inspired by the authentic nature of the railway space, the design team envisioned a brand that felt both historically inspired and modern. Utilizing a graphic texture with a handmade and aged quality captures a sense of historical preservation. In addition, the voice of Platform One alludes to the discovery-based nature of the project by keeping elements raw and organic, allowing for movement and transformation.
A group of individuals known as “Knights of the Road,” who in essence were travellers and nomads, were frequent visitors to the original Platform One. This community of hobos, who were the subset of a status quo society, utilized their own system of language to effectively provide fellow Knights with directions, warnings and indications of food and water. Written in chalk or coal, the design captured the organic qualities of these historical symbols in order to craft a modern messaging system for the current Platform One brand to utilize. Traditional hobo phrases such as “I went this way” or “Good water here” depicted through modern symbols become wayfinding markers at the Platform One dining space and elements of the digital app. With the intention to build a strong community, this language system captures an innovative style of communication for individuals to be a part of and to share in the historical story that makes up the place.
CONNECTING THE BRAND TO THE AUDIENCE
In the built environment, branded elements become reinforced into the architecture and signage of the project. Throughout the site are glimpses of unique discovery. Carved and painted iconography become distinguishable aspects of the architecture that nod towards the project’s historical roots as well as the present story. Hidden and unexpected points of the brand create a sense of excitement and playfulness.
Through marketing and a focus on the user experience, iconography becomes tangible collateral that the audience can take a sense of ownership on. Custom t-shirts and products, designed by guests utilizing the brand’s iconography allow them to share their unique story. These pieces reflect the persona of the individual and together create a sense of community and belonging. The overall strategy focuses on creating identification within the space. Ultimately, it is an engaging opportunity to share in Platform One’s story and experience.
Inspired by history
Formerly the site of the Union Pacific Railroad in Las Vegas in 1904, the team was inspired by the connectivity, relevance and meaning of the property. In the past, Platform One was the last stop to the western side of the nation during the Union Pacific Railroad expansion. At the time, the West was still being discovered, and the history of the place today resonated with the brand’s vision of new beginnings and adventure. Honoring the site’s story and preserving the original name, Platform One, the team was inspired to capture the spirit of the project through a unique brand story. The visioning, naming and branding become fundamental to visually representing the rich layered narrative of Platform One.