Union Terminal Warehouse

The Challenge

An icon in Jacksonville Florida’s Eastside neighborhood, Union Terminal Warehouse has enjoyed a rich and varied 110-year history involving many incarnations, businesses and unique tenants. The new chapter UTW is entering, thanks to our friends at Columbia Ventures, is perhaps the most exciting of all; UTW will re-debut as a chic complex housing 228 apartment units, 50,000 square feet of office space, food and beverage, a maker space and perhaps even a catalyst to help bring new life to Eastside.

The identity system we created for UTW pays homage to its rich past, with volumes of stories to tell from over a century of Jacksonville life and work. This flexible brand is designed to work within a variety of contexts and angles of approach as we reveal UTW’s next chapter to the world.

Agency Services

Brand Identity
Collateral Design
Discovery Workshop

The logo’s holding shape is modeled after the warehouse viewed from the front. This shape also serves to “contain” the different stories UTW has held within its walls over its history. The color and background images can change as a way to make this mark flexible and expressive.

Ryan Akin / Development Manager, Partner, Columbia Ventures

Being that this is an adaptive reuse project, the Wier / Stewart team jumped in head first and immersed themselves in the building that has existed for over a century and they have managed to artfully marry all of that context with the dynamic and multifaceted space that we are bringing into the future together.

Rachel Baker / Brand Lead

The opportunity to see this iconic site in-person and journey through the physical remnants of its heritage was instrumental in developing a brand that feels authentic and relevant. All we sought to do was create a strong framework for UTW to tell its own stories, past, present and future.

Union Terminal Warehouse

The Challenge

Agency Services

The Inspiration

Ryan Akin / Development Manager, Partner, Columbia Ventures

Rachel Baker / Brand Lead