Brand Identity and Signage Study
I collaborated with FCA Architects to produce a study for the new identity of the Garment District of St. Louis with the goal of making "The Avenue" a vibrant and welcoming place to work, live, and shop. Working closely with the Urban Planner Director of FCA Architects, I developed the study, signage, and visualizations. In doing so, one of my primary objectivities was toacknowledge the district's rich history and to produce a wider sense of inclusion and community. With this in mind, I selected two typographies that bring together old and new in dialogue; here, I represent the historic city "The + STL" (with Baskerville as secondary typeface) and the new town "Garment" (with Futura as primary typeface), with each letter having a different weight to accentuate the theme of inclusion. With emphasis on the word "Garment" as the elements of the identity interact with each other at the margins, the identity is also supported by graphics that resemble the capacity of fabric to provide both texture and flexibility. Inspired by the brick that characterizes the district, the identity appears in a warm maroon.
Client: Francis Cauffman Architects
Direction: Steve Stainbrook, AICP. Principal
Design: Alf Gadberry