canton pier

brief: come up with a brand and a strategic positioning deck for (what would be) the only public pier in Baltimore.

team: Creative Director, Brand Art Director, Mid-level designer, Project Manager, Photographer, Photo Editor, UI/UX Designer, Web Developer

Client | Completed at: COPT | Neoscape

Concept 1:
Industrial manufacturing of ideas

Canton’s rich history of industry and innovation has defined the neighborhood for the better part of 200 years. As cities retreated from the waterfront in the later half of the 20th century we find ourselves returning once again. In our case we are presented with a site that lies between Industrial waterfront and a thriving residential community, providing an opportunity to stitch the two halves of Canton back together into a single neighborhood that continues to focus on industry and innovation--albeit its modern equivalent.

Visual Identity Attributes / Collisions

Primary: Industrial and Gritty (Shipping and Industry Heritage/Neighbors)
Secondary: Innovation and Creativity (Industrious problem-solving and hard-work attitude)

Concept 2:
The future of the Baltimore Harbor

As our desire to establish ourselves as a standard-bearer of sustainable redevelopment that is deeply invested in the future of the Baltimore Harbor, the City’s residents, and the overall health of the waterfront, Canton Corner’s mission stretches beyond our site and, to borrow SCAPE’s design ethos for the moment looks to lead the way through regenerative living infrastructure and public space, as an integral component of our master plan.

The brand is eco-friendly and has a natural look to it. Could have a “living” quality to it. Similar to the pier-first concept public space is the catalyst here, but this direction should default to a more ecological vibe than the pier. Would interesting to see if we can roll any of the Canton aesthetic into this direction.

Visual Identity Attributes / Collisions

Primary Natural / Eco (Standard-bearer for a clean harbor)
Secondary: Civic pride, community love, and festive atmosphere (Heart of Canton)

Concept 3:
The Pier

As the pier and its development are the primary drivers for the brand strategy for this concept, the brand identity should focus primarily on defining the pier as a destination. Pier-first also means a primary investment in the people of Canton the brand favors a focus on leisure and community interaction as opposed to commerce and industry.

As (what would be) the only public pier in Baltimore brand looks to balance a waterfront vibe with a nod to Canton’s industrial pedigree. Where the typical waterfront/harborfront development easily lends itself to a toney anchors & rope vibe, Canton Pier still retains a gritty, casual edge that’s neighborhood, and city-appropriate. In the ballpark of the Sagamore Spirits vibe.