Branding Our New Favorite Playground: The Strip District Terminal
“Everything feels alive and fresh with the new Terminal. The branding and the space work together so well because the area is as energetic as the branding says it will be.” - Joe Shumbat, Creative Director
Built in 1926, in the heart of Pittsburgh’s Strip District, The Terminal building is an iconic Pittsburgh landmark. McCaffery has been transforming what was once a bustling hub of the produce industry, into a new kind of hub - one for entertainment, restaurants, fitness, and shopping. It's truly a one-of-a-kind Pittsburgh experience.
It’s such a dominating presence in the city - in a good way. There aren’t any other structures that I can think of that occupy so much space and have such a great backdrop of downtown.
Actual Size connects with clients nationwide, but we’re extremely proud of our Pittsburgh roots and were thrilled to brand our city’s newest playground. Housing entertainment, restaurants, fitness, and shopping, The Terminal needed branding that referenced its iconic history and matched its bustling energy.
“I love the design. It’s a nice backdrop for all of the stores and restaurants in the space - especially the fruit area that Actual Size designed!” - Clare Connell, Designer
When Life Gives You Lemons
With decades of experience under our belts, we know the benefit of looking back while moving forward. Creativity doesn’t have an expiration date, and neither does inspiration. Before diving into the design, our Actual Sizers hit the books* and gave us a little history lesson.
*It was Google.
“Digging into the history, there is so much there, and then finding a way to make it feel new.” - Joe.
A Brief History of the Strip District Terminal
- 1860: Pittsburgh’s Strip District transforms from a “rural retreat” to the city’s hot spot, full of homes, shops, schools, and churches.****
- 1900: The Strip District becomes a massive produce distribution center, gaining nationwide recognition.
- 1929: The PA Railroad Fruit Auction & Sales Building opens to service the tri-state area. It will become the economic heart of the area for the next 40 years.
- 2014: The National Register of Historic Places grants the Strip District historical recognition.
- 2019: The Urban Redevelopment Authority grants McCaffery a 99-year lease of the Produce Terminal and renovations begin later that year.
It's different from anything else we have in Pittsburgh.
Just Peachy
Actual Size’s creative team dove in, pulling inspiration from the building’s historic, rail-centric past, we developed an identity reminiscent of what you might see on a wooden produce crate or railcar in the 1930s.
“The Strip District Terminal branding and space is so vibrant and fun.” - Addison Reckley, Project Manager
With McCaffery's strategic goals in mind, we explored typography, colors, images, and textures that resonated with the audience, transforming them into dozens of tangible deliverables. Our designers drew inspiration from history, produce, architecture, and industry while developing The Terminal’s voice, vibe, and visuals.
They also tapped into the businesses themselves, creating a website that deftly balances individuality and cohesion.
“There are so many businesses on different ends of the spectrum not only from what they do but how they look, that helping to imagine and create a space where they can all coexist and feel consistent was an interesting challenge.” - Eric.
Stay Fresh
The Terminal utilizes interactive directory listings to feature its growing list of tenants and available leasing opportunities. Alexander Grattan, an Actual Size web developer, worked to get the jam-packed calendar up and running. Thanks to him, visitors can peruse an extensive list of recurring and seasonal events. From bingo and trivia to live music, outdoor markets, run clubs, and drag queen brunches, there’s never a dull moment.
A user-friendly visit page makes trips to The Terminal seamless and inviting, highlighting over 275 parking spaces, Bike Share Pittsburgh Inc. - POGOH stations, and the nearby riverfront trail.
(A Few) Peas in a Pod
If there’s one thing Actual Sizers love, it’s a good time - especially when it’s technically developed, strategically designed, and creatively executed.
Our favorite spots:
On our bucket lists:
We had a blast and a ball branding this space, helping to give new life to one of Pittsburgh’s most historic neighborhoods. Keep an eye out for more new businesses, restaurants, and events popping up at The Terminal - we can’t wait to see you there!