Malcolm Yards
A brand for a modern community and food hall with historic roots.
We partnered with Wall Companies to build a brand for its 20+ acre multiuse development, and for The Market at Malcolm Yards — a vibrant community food hall. Our work honors the site's rich industrial history while energizing its future as a growing hub.
Brand Identity
- Brand Framework
- Brand Architecture
Brand Identity
- Naming
- Logo Design
- Design Systems
Digital Experience
- UX Strategy
- Website Design
- Website Development
Physical Experience
- Concept Design
- Production
Leveraging the Historical Society of Hennepin County, we started by studying the land and history behind Malcolm Yards and learned of its railroad legacy and base for many historic businesses.
Our digging sparked insights that guided our creative path forward — they were key to communicating the story of the Malcolm Yards development and the Prospect Park neighborhood. References to intersections, boxcars, and gatherings were infused into the new brand framework and identity. We introduced a brand line, “In the Making,” to recognize Malcolm Yards’ history and future alike.
Building upon this foundational work, we extended into The Market at Malcolm Yards and developed a full branding system that captured the space’s spirit. Our work on identity, storytelling, and experiential wayfinding was all rooted in the tagline, "Eat. Drink. Together.” Collaborating with architects Engine 8 and Wilkus Architects, we helped transform a century-old building into a vibrant gathering space, with highly curated environments and unique experiences throughout.
The results spoke for themselves: In 2026, USA Today recognized The Market at Malcolm Yards as one of the best food halls in the nation, and food partners have seen record community growth since launch.
Customer testimonial
Knock has been a great partner throughout the entire process as a sounding board for design decisions and directions. Within one year of opening, traffic and sales are beyond expectations — almost triple what we forecasted.
Onto the Next Study →
Ameriprise Financial