Reframing a town as a convenient central point.
Place = Access
Along the New Jersey PATH train, between Newark and NYC, lies Harrison. A quiet, industrial town without much development, Ironstate saw an opportunity to build a community around the PATH train access. Harrison Station is the first residential building in a series of development projects that are bringing the area to life.
We used playful copy and bright, fun designs to highlight the affordable rent and amenities geared towards young renters. Rather than downplay the not-yet-ideal location, the branding referenced PATH train maps and ads suggested getting in before Harrison is officially “cool.”
To energize to the area as a whole, we designed a giant map-pin-style arrow which now clearly marks Harrison’s location, painted the bridge under the train tracks a gradient of blue-green hues, and brought some color to a row of boarded-up buildings. The town even continued where we left off, adding more brightly painted underpasses and improvements to the area.