A popular place to gather in downtown Phoenix, The Churchill opened in the fall of 2018. Constructed from recycled shipping containers, this hotspot houses ten local businesses that range from craft food and drink, homewares, apparel, and a boutique exclusively featuring handmade items from Mexico. The Churchill encourages its residents to focus on collaboration over competition, with each business required to participate in monthly community service and contribute to The Churchill’s aim of creating more gathering spaces in downtown Phoenix.
Monomyth developed visual identities for five—and named four—of these businesses, including The Churchill itself.
Our naming exploration lead us to the discovery of the project’s location within the Churchill Addition, a historic neighborhood plan officially annexed in 1895, named after former Arizona Attorney Clark Churchill. Hoping to become a similar place of growth and community within the heart of Phoenix, the project became The Churchill.
Beyond the primary script wordmark, we curated a library of iconography and phrases built from Arizona state lore and literature. Snippets from Arizona’s state song were used to highlight the spirit of The Churchill.
To keep the facility’s look from clashing with the variety of tenant brands, we maintained a neutral, minimal palette for the Churchill identity, carried out in simple white signage and gray paint on the container exteriors.
Inside The Churchill, we established names and visual identities for The Brill Line Bar, Pobrecito Cocktails, and Breadwinner Sandwiches. We also worked closely with Sauvage, a boutique bottle shop, to develop their visual brand and interior design, which included custom furniture fabrication by Josh Rhodes and a sleek white cork display wall to house Sauvage’s ever-rotating library of wine.
Our driving principle at Monomyth is to make our clients the heroes. The combination of strategic guidance and creating brands that last is what we’re proud to offer clients and, in turn, is the part we play in growing our Phoenix community.
Photography by Roehner + Ryan.