Exploring “Another Corner”: A Thoughtful Extension by Twice Measured

In the heart of Philadelphia’s Queen Village, just a short bike ride from Rittenhouse Square, sits Another Corner — a charming book, magazine, and gear shop that offers more than just goods. It’s a curated space for discovery, community, and design, brought to life by the creative vision of Twice Measured, the independent studio led by Nick Vicente.

The project presented a unique challenge: how to craft a distinct identity for Another Corner while maintaining a visual and conceptual connection to its sibling shop, This Corner — a design store and salon located in Rittenhouse Square. Originally branded by Self Aware, This Corner had already established a strong and recognizable design system.

Twice Measured approached this branding puzzle with both respect and creativity. At the core of the solution was a clever design decision: an existing house icon, initially created by Nick Massarelli for a tote bag for This Corner, was flipped to represent Another Corner. The symbol’s reinterpretation became a smart and subtle nod to the relationship between the two spaces — a literal and metaphorical shift in perspective that set the tone for the brand.

Beyond the logo, Twice Measured developed a bespoke typographic system that harmonized with the original identity while standing on its own. The new system swaps Pitch for Pitch Sans in body copy, and introduces the timeless elegance of Century Old Style for headlines and display text. The result is a design language that feels familiar yet fresh — refined but full of personality.

Adding another layer of charm, the visual system is brought to life through expressive graphics, alternate marks, and even a whimsical mascot named Otto. Otto’s curious, adventurous nature reflects the spirit of Another Corner — a place for exploration, for new passions, for every corner of your life.

Behind the project is Nick Vicente, founder of Twice Measured. With a background in brand strategy, art direction, and community engagement, Vicente brings a decade of experience across sectors including professional sports, higher education, and cultural institutions such as SEGD and W Hotels. Previously a Partner, Senior Designer, and the Community Engagement Chair at Truth & Consequences in Philadelphia.

Exploring “Another Corner”: A Thoughtful Extension by Twice Measured

In the heart of Philadelphia’s Queen Village, just a short bike ride from Rittenhouse Square, sits Another Corner — a charming book, magazine, and gear shop that offers more than just goods. It’s a curated space for discovery, community, and design, brought to life by the creative vision of Twice Measured, the independent studio led by Nick Vicente.

The project presented a unique challenge: how to craft a distinct identity for Another Corner while maintaining a visual and conceptual connection to its sibling shop, This Corner — a design store and salon located in Rittenhouse Square. Originally branded by Self Aware, This Corner had already established a strong and recognizable design system.

Twice Measured approached this branding puzzle with both respect and creativity. At the core of the solution was a clever design decision: an existing house icon, initially created by Nick Massarelli for a tote bag for This Corner, was flipped to represent Another Corner. The symbol’s reinterpretation became a smart and subtle nod to the relationship between the two spaces — a literal and metaphorical shift in perspective that set the tone for the brand.

Beyond the logo, Twice Measured developed a bespoke typographic system that harmonized with the original identity while standing on its own. The new system swaps Pitch for Pitch Sans in body copy, and introduces the timeless elegance of Century Old Style for headlines and display text. The result is a design language that feels familiar yet fresh — refined but full of personality.

Adding another layer of charm, the visual system is brought to life through expressive graphics, alternate marks, and even a whimsical mascot named Otto. Otto’s curious, adventurous nature reflects the spirit of Another Corner — a place for exploration, for new passions, for every corner of your life.

Behind the project is Nick Vicente, founder of Twice Measured. With a background in brand strategy, art direction, and community engagement, Vicente brings a decade of experience across sectors including professional sports, higher education, and cultural institutions such as SEGD and W Hotels. Previously a Partner, Senior Designer, and the Community Engagement Chair at Truth & Consequences in Philadelphia.