The Highrailer

Inspired by the iconic Amato’s Toy Store, The Highrailer arrives to New Britain bringing vibrancy, energy, and youth. Through modern vintage-inspired design sensibilities and a nod to old-school toy packaging, The Highrailer offers ‘New-Fashioned’ living for those young at heart.

Logo for The Highrailer apartments, featuring bold, geometric typography for "HIGHRAILER" with a smaller "THE" above, a stylized horse icon, and the tagline "New-Fashioned Living. Modern, Lively Apartments." The design includes location information and a "New 2022" badge.
Architectural photograph of a commercial building highlighting its diverse storefronts with a variety of signage styles, ranging from bold typography to hand-painted lettering, conveying a sense of history and local character.
Overhead view of a curated collection of vintage toys, highlighting their diverse forms, colors, and nostalgic charm, arranged in a grid-like composition on a white surface, suggesting a playful and whimsical aesthetic.
Monogram logo featuring a stylized "H" within a diamond shape, with smaller geometric details surrounding it, set against a solid pink background.
Stylized silhouette of a horse in profile, facing right, with a decorative saddle blanket detail, against a solid yellow background.
Bold, geometric "H" icon in dark green, centered on a solid green background, flanked by two small diamond shapes.

New-Fashioned Living

The Highrailer, known as a type of hobbyist who took the more serious approach of building realistic train layouts opposed to those who set up a loop of track on a table. Amato’s Toy Store was most known for their sale and service of model trains. This name represents a single story and pays homage to the legacy of Vincent Amato and the tight-knit community he built in New Britain.

When Vincent Amato was 14 years old, he dreamed of being a pilot. Of course, he was too young to actually fly planes, so he did the next best thing: he started building models. That same year, he saved up $150 and asked his father who owned an appliance and plumbing store if he could begin selling model planes. That was the beginning of his over 70-year career in the hobby and toy business. Mr. Amato believed that hobbies enrich people’s lives and that he has never stopped playing because of them.

“You live longer, healthier, and happier with a hobby."

Client

JASKO Development

Location

New Britain, CT

Industry

Apartment Living

Services Completed

Brand Strategy
Brand Identity
Naming
Interior & Exterior Signage
Digital Assets
Interior Art Curation

Photography

Concepts

No items found.
Animated elevator designs cycling through various floors and aesthetics.
View through a glass pane showcasing The Highrailer logo, featuring bold typography, a horse icon, and tagline, suggesting a modern and stylish apartment complex.
Oval, projecting sign for The Highrailer apartments, featuring a bold "H" logo, the building name in a strong sans-serif font, and the address "283," mounted on a textured brick wall.

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