The Rochester Public Market is a community area where vendors sell goods almost year round. This includes produce, flowers, and vintage items. Since 1905 it has been a staple for locals age 20 and up. The goal was to create a new identity for the Rochester Public Market that expresses its energy and the variety of goods and events it has to offer as well as the recent interest it has taken in local art and culture. It should feel youthful, but still relatable to those that have been patrons of the public market for decades.
VISUAL IDENTITY SYSTEM
The visual identity for the Public Market begins with a simple, legible logomark that can be combined with illustrations of the different products available at the market. The colorful, energetic illustrations are interchangeable and provide a dynamic quality to the market's identity. A system emerges from the consistent use of the logo plus the stylized depictions of a bustling public center.
The friendly chaos of the market is one of its strengths, but it can make it difficult to find specific vendors within the large sheds that house them. A mobile application was the best way to streamline the process of finding specific places to buy produce, while also letting market-goers discover new vendors and plan their visits around what goods would be available.
The market has four distinct sections, divided between three large open-air sheds. With the large crowds and multitude of vending tables, it's possible to become disoriented. A map and signage system was the best way to help customers have a successful experience, but to fit the new identity they needed to be artful and pleasing to look at as they convey information. A map of the market and surrounding streets, using simple numbers and iconography, becomes an illustrative mural that fits easily at a large scale on one of the market's walls. Corresponding signage organizes the sections by number, referencing the map as market-goers proceed through the sheds.