American Tobacco Campus Historic Redevelopment

Durham, North Carolina

Reimagined Brand for a Historic Site

The redevelopment of such a historic site required a new brand that would honor the traditions of the community while representing the revitalization of the area. Our team of multidisciplinary designers assisted in project naming as well as developing and implementing the brand and project identity for the managing company of the new District.

Using the new project identity that we designed as the primary edict for the immediate recognition of the signage and wayfinding program, our design team was able to implement a consistent sense of place throughout the entire Historic District renovation. The comprehensive signage package consisted of monument signage at four entrances, interior and exterior wayfinding signage to guide and direct vehicles and pedestrians and feature graphics reinforcing the project brand and history of the district. Graphic applications were integrated into the complete project design to help enhance the overall experience of the tenant and visitor to this new landmark destination.  

Smallwood also provided Architecture and Landscape Architecture for this project.