Beacon Station
Wier / Stewart pulls into the Station.
Columbia Ventures, our partner in this project, is not your run-of-the-mill development firm. They lead with concept and vision, building in communities on the cusp of strong growth and cultural maturation. They like to get in early on neighborhoods and urban centers with big upside and they chose Augusta for their most recent venture, Beacon Station.
True to their nature, Columbia Ventures’ debut project is a luxury mixed use apartment community at the intersection of the Medical District and the historic Laney-Walker / Bethlehem neighborhoods. To properly launch this project, they knew they would need a partner who was as dedicated to the city and its history as they are - enter Wier / Stewart. In case you couldn’t tell from last week, we’re just a little proud of this city.
The Challenge
Create a brand for this new community that is broadly appealing to everyone who will potentially live here. That's a wide audience, including everyone from families moving into the area to take advantage of our magnet schools, to young professionals and students of Augusta University. We looked to the history of the area and the rails defining the property for our inspiration for both the name and the identity.
Our Solve
We ran straight towards the light at the end of the tunnel. Literally, we named the place Beacon Station. Our thought, “Why shy away from the train concept, it’s not like it’s going anywhere.” After embracing the train, we focused our energy on creating an aesthetic embodying the graphic design language around trains without being overtly obvious. We borrowed the elements that crossed over into what the community represents - modernism, urbanism and progress.
Color
It's full steam ahead with the colors. The inspiration came from the bold designs on train engines and transportation signs. By choosing bright, primary colors we bring a more modernist, upscale style to the brand and help differentiate it from anything else in the market.
Typography
The core fonts ensure we don’t get sidetracked by our theme. We selected beautiful, workhorse fonts that act as a subtle reminder of trains, without ever being too heavy-handed.
Patterns
Understated typography allows us to use strong patterns without feeling like we were blowing smoke. They are woven into the collateral as an eye-catching, yet flexible element. Overall, this design is bright, dynamic and totally (if you know what you're looking at) railroad.
Logo Design
Color Inspiration
Stationery System
Conceptual Experiential and Wayfinding Design
"To successfully reach our customer we needed a local firm with a global sensibility. The team at Wier / Stewart created a jackknife of a mark that will allow us to speak to our diverse and broad customer base wherever they are."
Jake von Trapp / Partner, Columbia Ventures
"We spent a lot of time researching and soaking in the style and visual motifs of railroads of all eras to create an identity system that was appropriate and eye-catching, but never 'theme-y.' We sought to convey Beacon Station's vision for vibrant urban living through bold color, pattern and type, which embrace the neighborhood's history while setting a positive tone for its exciting future."
Rachel Baker / Designer
Live at Beacon Station
If you appreciate bold art, historic preservation and sophisticated lifestyle then there’s really no question about where you’ll be moving. Look for pre-leasing to start in Spring of 2019 and let the team at Beacon Station fast track you to premier urban apartment living.
