REIMAGINING AN EXISTING SPACE INTO SOMETHING NEW + RECOGNIZABLE
RSM Design was invited to create a unique sense of place that could be intruiging and recoginzable. The existing landscape prior to Post District included a newspaper printing shop along with other warehouse buildings. Its close proximity to Downtown Salt Lake City allowed its positioning to gear towards a new neighborhood that incorporated a tech hub, four residential housing, a food and shopping marketplace and ground floor retail. Its proximity and unique crossing also included a future trax line stop. Its southwest close proximity to downtown and its accessiblity from the highways will position itself to be a successful project. However, beyond its location, RSM was brought on the vision and articulate the brands unique voice and how it will be different from other projects.
THE PROCESS: DISTINGUISHING THE BRAND VALUES AND TARGET AUDIENCE
Through demographic research, we first established who was the key audience that would live in the residential buildings as well as specific motivations to move to the location. With research in mind, four key brand pillars took shape: A New Generation, Old & New Bones, unapologetic approach and unpredictable memories, this would shape the narrative of the brand and the environment.
NAMING PROCESS FOR OFFERINGS
After articulating the brand narrative and core values, the design team focused on crafting names for the residential offerings. Through a focused lens, we looked towards the past for inspiration for the four residential buildints. We examined different brand architectures and naming strategies to best understand how uniform or expressive each needed to be with the overarching Post District brand. The four chosen names are The Register, 801 Flats, and Post House North and South.