Your business signs are generally the first thing people see when they see your brand, therefore...
The corner of the Wanamaker Building at 13th & Chestnut Streets in 1936.Inquirer archive photo
1. Start with the story, not the square footage
The Wanamaker name is already a Philadelphia legend. By turning the former department-store cathedral into 600 lofty apartments, TF Cornerstone and Alterra inherit more than two million square feet of floor plates — they inherit 100 years of emotional equity. The branding opportunity is to carry that heritage forward while signaling a new, resident-centric chapter. Think “Wanamaker Lofts” or “The Wanamaker Residences” rather than a generic rebrand; keep the name, update the narrative.
2. Translate volume into vibe
Ceilings that start at 16 feet and suites that pull 40-plus feet away from windows let you pitch “true New-York-style loft living.” From a brand perspective, that volume should drive every visible touch-point:
| Element | Branding Move | Why It Matters |
|---|---|---|
| Lobby & Grand Court | Preserve the barrel vault and uncover the original glass roof. Light it in warm, programmable whites to evoke the store’s bygone glow. | Residents and visitors feel the building’s legacy the moment they step in. |
| Unit ID & Wayfinding | Oversize, industrial-inspired type, painted or etched directly onto jambs and corridor walls. | Aligns with the factory-loft promise and solves the “deep-unit” geometry challenge at a glance. |
| Amenities | Brand zones (fitness, co-working, roof terrace) with cohesive iconography and a muted metals palette — bronze, aged nickel — echoing Wanamaker’s historic railings. | Keeps orientation intuitive while reinforcing a premium, heritage-modern feel. |
3. Make signage a design driver, not an afterthought
A building this deep will live or die by clarity of navigation. Bring the sign/experiential graphics team to the table now — before unit layouts are locked. That lets you:
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Route residents efficiently from elevators to far-set living spaces without a forest of arrows later.
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Integrate code-compliant ADA/egress signs into the finish schedule instead of “sticker-slapping” at inspection.
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Coordinate with lighting and security so illuminated signs double as subtle wayfinding beacons after dark.
Early collaboration avoids the budget creep, generic templates, and inspector red-lines that plague many adaptive-reuse projects.
4. Embrace mixed-use as a micro-district
The ground-floor retail bays (ex-Macy’s) should read as extensions of the residential brand, not bolt-ons. Unify storefront fascias with a common material band (bronze cladding or blackened steel) and spec blade signs that respect the historic façade grid. Curate tenants whose vibe matches “creative urban living” — think third-wave coffee, boutique fitness, design-forward homeware — then give them a shared signage guideline so East Market Street feels like one curated block, not a strip-mall mash-up.
5. Turn East Market into a ‘front porch’
City Hall wants the corridor revived. Position Wanamaker’s exterior graphics — monumental ID on the 13th & Chestnut corner, artistic projections on blank walls, a seasonal LED art canopy over the mall entrance — as the signature backdrop for events (night markets, fashion pop-ups, mural festivals). Every Instagram shot becomes free marketing for the apartments above.
6. Leverage tech for transparency and long-term value
Load the entire sign program into a cloud-based asset platform. Developers and property managers get 24/7 visibility on location, maintenance status, and replacement specs — critical for a two-million-square-foot footprint. It also future-proofs the brand: when Alterra renovates a floor plate or swaps a retailer, the sign package updates in hours, not weeks.
7. Keep the promise of inclusivity
Philadelphia allows window-less bedrooms that New York wouldn’t, but inclusive design is still savvy branding. Use high-contrast, non-glare ADA room IDs and braille that meet (or exceed) 2022 Guidelines. Visually impaired residents feel considered; the leasing team has a talking point that differentiates from cookie-cutter conversions.
Bottom line
Wanamaker’s scale is daunting, but its brand canvas is even bigger. Lead with the building’s iconic story, echo its industrial bones in every graphic detail, and treat signage as a strategic, technology-enabled asset—not a punch-list line item. Do that, and the multifamily project won’t just fill 600 units; it will anchor East Market’s renaissance and give Philadelphia its most talked-about address since the department-store glory days.
About the Author Adam Sokoloff is the President and Owner of Sunrise Signs, a national signage partner specializing in multifamily and commercial branding solutions. With over 15 years in the visual communications industry, Adam helps developers, asset managers, and architects translate vision into vibrant, code-compliant signage that leases faster and builds brand equity. He's passionate about simplifying the signage process and making sure every sign tells a story worth remembering.
