The Switchyard
Multi-use complex in Queen Creek, Arizona. I was responsible for strategy, naming, and branding on this project! Named after the historical trainyard it is built upon, The Switchyard is a place where people from all journeys converge for a southwest-inspired community experience.
Branding
Icon system for The Switchyard; they wanted some sub-elements that they could flex across the brand to add variety, so I created a series of marks that were related to The Switchyard's rich trainyard history. The flags are representative of the "stop" and "go" conductor flags of the days of yore, while the QCAZ is an ownable mark for residents of Queen Creek—local pride is huge for this community.
Photo layering with halftones and color blocking were hallmarks of the print activations for The Switchyard,
