Humble Materials Crafted by Humble People
Identity System

Over 85 years ago, The Brookings Armory was built by humble people with humble materials. Its rich history is full of memories about service, connection, and community. Soon, the reimagined Brookings Armory will be a vibrant entertainment and hospitality development featuring an event hall, fine dining, and boutique-style hotel from IHG Hotels & Resorts.

Fresh Produce entered the development process alongside the building design teams to create The Armory identity and two sub-brands, Foxtrot and Delta. Interviews with the design team and Brookings residents revealed insights regarding the building’s history, the WPA era, and what the building means to current residents. Their stories were also repurposed for a community investment video.

The Depression-era building’s most prominent feature is the façade’s eagle artwork. The final identity blends the iconic symbol with Art Deco elements to complement the interior design inspiration for The Armory. Creating the full visual identity to accent the architectural renderings helps investors dream alongside the developers as the project enters its final phase of fundraising.