Project Summary
Located in Solvay, New York—a village with deep industrial roots—a historic building was reimagined as a refined mixed-use space. M. Dietz Creative helped name and brand the building to reflect its heritage and emerging role as a local landmark: Solvay Proper.
The Challenge
A historic property in the village of Solvay was preparing for a major transformation—moving from vacancy and disrepair into a revitalized mixed-use building. As demolition and construction began, the project needed a name and identity that would both honor the town’s industrial roots and position the property as a desirable, central place for new tenants and community activity.
The Strategy
Our approach was to ground the brand in Solvay’s story while elevating its future. The strategy emphasized authenticity—drawing from the village’s heritage—paired with refinement, so the building could attract modern renters, businesses, and visitors. By positioning Solvay Proper as both rooted in history and forward-looking, we created a foundation strong enough to guide the brand through its redevelopment and reintroduction to the community.
Our Role
Strategy: We anchored the project in a sense of place, positioning Solvay Proper as both a nod to the village’s historic character and a marker of its ongoing resurgence. The strategy established a foundation for how the building could present itself to future tenants and the broader community.
Naming: The name Solvay Proper was chosen to signal both geography and aspiration. Borrowed from the definition of “city proper,” it asserts the building’s role as central and significant to Solvay. At the same time, the word “proper” elevates the tone—positioning the property as a desirable destination to live, work, and gather.
Identity Design: We crafted a layered identity system to carry the new name forward. The brand includes an intricate wordmark for moments of prestige, a streamlined lettermark for versatile applications, and a color palette defined to guide the project through its transformation—from demolition and redevelopment to reintroduction as a cornerstone of the Solvay community.
