Onion Bottom Station is an adaptive reuse commercial development in downtown Chattanooga that breathes new life into a historic hub once used for importing and exporting southern produce along the rail lines to major cities like Chicago. As the Creative Director, I led the historical research, neighborhood context studies, and overall design direction for the project, working closely with our team to transform the site into a dynamic mixed-use office and retail destination for the community. I directed comprehensive research into the history of Onion Bottom Station and gathered contextual insights from surrounding neighborhoods, which our design team used to establish a new identity commemorating the past, celebrating the present, and looking toward the future.
The logotype features lines representing the site's layered history with a modern edge, and its color palette references the produce, the early 1900s locomotive lines, and the vibrant homes of the surrounding neighborhoods.
Following the identity development, our team created comprehensive signage, wayfinding, and environmental designs, collaborating directly with developers and architects to produce architectural presentation drawings and 3D renderings that visualize the revitalized site. We then translated these assets into a commercial real estate packet for agents and brokers to present to prospective tenants. Finally, I oversaw the design and development of the official Onion Bottom Station website, establishing an online tool for exploring the development and viewing available spaces for lease.
