Named for the old iconic RJR power plant and ringed by refurbished tobacco warehouses, Bailey Park is an urban green space located in the newly refurbished Innovation Quarter in downtown Winston Salem, North Carolina. It’s the brainchild of the Wake Forest Innovation Quarter, a catalyst for innovation in biomedical science, information technology, clinical services and advanced materials, who over the last several years has been breathing new life into the old RJR tobacco warehouses by transforming them into new high-tech hubs for innovation and science.

WFIQ approached Device to develop the branding and visual story of the park. Collaborating directly with architects and city planners to meet local codes and regulations, we dug deep into the foundations of the park – and it’s heritage. 

A crisp logo references the iconic smokestacks of the adjacent RJR Bailey Power Plant while underscoring the park’s modern context. Future-oriented typefaces and minimalist icons come together in wayfinding & restroom signage that meets code while effortlessly melding the old and the new to appealing effect. Blueprint-inspired stage panel art and rust-worn signposts scored with the logo hint at the site’s industrial heritage. 

It’s a forward-thinking identity design worthy of its location – and ambition.