The Parkway
A century of film history and 21st century design live side by side in this award-winning revival of a Baltimore landmark. A unique “rescued ruin” architectural approach highlights and preserves the build up and decay of generations. Modern interventions assert themselves in contrast, and a new layer of bold and bright graphic moments connect past and future.
Before we could begin our work on the Parkway, we completed an extensive rebrand of MdFF—the parent organization which now had distinct branches of work year-round.
The three-screen mark references the Parkway’s three theaters, MdFF’s three main arms, and the diverse perspectives of filmmakers and audiences.
The screens break out on their own across a multitude of brand applications and later as wayfinding in the Parkway.
The Parkway faces and illuminates Baltimore’s two most important streets. The marquee follows suit, emphasizing Ziger/Snead Architects’ use of a modern skin to turn the corner and connect the two.
Entering the Parkway, you’re met with a massive fuschia wall and illuminated steel sign beneath a richly-detailed historic ceiling. The fuschia pulls from the branding and the material matches the new steel fixtures and architectural interventions throughout.
Painted in the bright tones of the rebrand, the wayfinding is the latest layer of history in the original building and helps stitch it to the new construction. In the new building it matches with the fresh surfaces and strategically-placed floods of color.
The Parkway’s largest sign is in the new building, where the name stretches vertically across three lobbies, greeting visitors as they exit the elevator on each floor.
The custom wallpaper for the Parkway bathrooms features a pattern of the frames and their unique style of popcorn.
Infographics in existing and newly-made alcoves throughout the theater tell the story of the Parkway’s first 100 years.
Made from the same steel as the new architectural details, the donor name plaques change both in scale and elevation.
After Post Typography launched the main brand, I’ve continued working with MdFF & Parkway to brand several of their film series.
Need more? Check out how Post Typography helped raise $18 million to build the Parkway (featuring a guest appearance from John Waters).