Navy Yard: Building the Coolest Shipyard in America

The Navy Yard is a former military facility that has successful been redeveloped by PIDC. Politico named it, “The coolest shipyard in America” and many industry observers, including the Urban Land Institute, have recognized the community as a leading model for repurposing military and industrial assets for a diversified modern economy.

At PIDC, I oversee the creative direction for two distinct yet interconnected brands—PIDC and the Navy Yard. One of the most frequent questions I encounter is, “What exactly is the Navy Yard?” And, for those who think they know, the confusion deepens: “Is it a Navy base?” “Aren’t they just property managers?” “Isn’t it an organization?” When it came time for a rebrand, it was clear—this narrative needed a shift. The new brand identity had to capture the essence of a dynamic, innovative, and growing community where businesses and their people are thriving.

We modernized the logo and curated a fresh visual style—combining bold photography and graphic language that showcased the Navy Yard as more than just a place, but a vibrant, contagious destination with an urban energy all its own.

A few years after the rebrand, it was time to rethink the website. Our discovery phase revealed that the very things that make the Navy Yard special—its green spaces, restaurants, and community events—had to take center stage. We crafted a website that told a story with clarity and purpose, guiding new visitors with ease while enticing businesses, employees, and even tourists from outside Philadelphia. The result? Three months post-launch, we had to upgrade our hosting package to keep up with a sharp spike in traffic.