Custom Fabricated Architectural Signage

The Making of the Brooklyn Station Monument Sign

Although Jacksonville calls itself “the Bold New City of the South,” it is also an old city with a rich history. Combine downtown Jacksonville’s railroad history (dating back to the 1800s) with the legacy of the St Johns River and the River City’s seven bridges and discover a fascinating legacy rooted in steel and striking landmarks. These were the inspiration for the architectural monument sign designed for Brooklyn Station on Riverside. Harbinger custom fabricated the architectural signage for this important new retail center in Jacksonville.

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The Brooklyn Station Project Team

Drawings for Brooklyn Station

The Harbinger drawings for the Brooklyn Station monument sign.

Developing a smart and effective architectural sign program involves a lot of players. Harbinger was excited to be a part of the team of professionals assembled for this project. The Brooklyn area of Jacksonville is a bridge between the popular, historic Riverside neighborhood and the urban core of downtown. For decades this area was a blight of arrested development and decaying buildings along Jacksonville’s gorgeous St. Johns River. Now there are a number of large employers there, 2 residential communities slated to open in the next year, and a Fresh Market grocery anchoring the Brooklyn Station retail center. This will help the active communities of Riverside connect more significantly with downtown.

Regency Centers

Regency Centers owns, operates and develops retail centers all over the country. Their business started in Jacksonville in 1963 and has since grown to include 17 regional offices and properties located in most major U.S. markets. As a fellow Jacksonville startup from the 60s, Harbinger has worked with Regency on many projects and we were thrilled to be part of this one.

Metal Fabrication for Brooklyn Station

Wakefield Beasley

Headquartered in Atlanta, with a full service office in Jacksonville, Florida, Wakefield Beasley was the architecture firm on Brooklyn Station. Based on Wingard Creative’s identity and logo mark, the architect utilized curves and edges that resembled bridges and train tracks. Harbinger worked directly with the architects and identity designers to understand the goals and intentions of the sign program and help them design a monument sign that achieved their aesthetic within their budget.

Brooklyn Station Bike Parking

Wingard Creative

David Wingard of Wingard Creative is well regarded in North Florida for his logo and identity designs. He is a creative thinker that is terrific at capturing a business’ narrative within a mark. Lately he has been expanding his design repertoire to include helping clients create environments that give those brand stories more life and resonance. With the Brooklyn Station project, Wingard sought to connect Jacksonville’s railroad history and the concept of a bridge between Riverside and downtown within the architectural signage.

Harbinger loves working with Wingard and has done so on a number of projects over the years. Harbinger’s Creative Director, Ed Busey, has worked with Wingard on projects such as Mellow Mushroom, Intuition Ale Works, and Cummer Museum, just to name a few.

“We were tasked with making the logo physically live on the property. And the city of Jacksonville was insistent that it be unique and custom to the area.”Ed Busey, Creative Director of Harbinger

Wingard brought his vision and identity design to the Harbinger team to get an understanding of materials, fabrication possibilities, and scale of the monument sign. Ed and the creative team came together on a sign concept that brought the train bridge and turn-of-the-century-themed brand mark to an architectural monument sign that met the functionality requirements of a retail center while conveying the desired design aesthetic.


Harbinger’s Process


  • Harbinger met with the client
  • Visited the location and performed a site survey
  • Created and revised drawings until approved by the client
  • Submitted drawings and got appropriate approvals from the city
  • Fabricated the metal portions of the sign in our facility
  • Managed the fabrication and handpainting of the dimensional rendering of the mark
  • Assembled and installed signage at the location

The Grand Opening

Jacksonville Mayor Alvin Brown

Brooklyn Station on Riverside was received with much fanfare. The mayor attended the opening and the retail center is quickly filling with impressive tenants, both of local and national repute. We were proud to be involved in this great project for the community and look forward to watching as our hometown grows thanks in part to this new retail center.


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