Rockway
A multifamily and retail destination that introduces a fresh perspective on connected living at the edge of Dorothea Dix Park.
THE BRIEF /
In an evolving market, the Streetsense team was tasked with crafting a brand for Rockway’s multifamily and retail offering—one that establishes a compelling market position and lays the groundwork for future branding and marketing efforts, all while shaping a distinct and relevant experience.
THE APPROACH /
To craft a one-of-a-kind brand, the Streetsense team leaned into the community’s defining traits — its prime location at the edge of Dorothea Dix Park and the Greenway, seamless walkability and bikeability to downtown, and its creative, forward-thinking spirit. The result: Rockway, a name honoring the Rocky Branch Greenway. With a rich, earthy color palette and a playful, flag-like logo, the brand establishes Rockway as a gateway between city and nature — a place to discover, delight, and connect.
THE RESULTS /
The branding of Rockway was a resounding success. Kane Realty implemented the brand executions and materials Streetsense supplied across web, signage, and collateral to create a cohesive and compelling presence. Recognizing the impact of the work, Kane Realty extended its partnership with Streetsense, enlisting the team to shape the branding for the first phase of its residential portfolio — further reinforcing a shared vision of a dynamic, thoughtfully crafted community.
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