Wash Ave
Services
Brand Identity System, Art Direction
Client
Oliver Properties
Year
2024
Wash Ave is a historic corridor in downtown St. Louis, known for its architectural character and proximity to major landmarks like the Gateway Arch, CityPark Stadium, and the Convention Center. Despite its location and cultural significance, the district lacked a cohesive identity. Businesses operated independently, and the street was experienced as a collection of separate venues rather than a unified destination.
As Wash Ave entered a new phase of development, there was a clear need to reposition it as a place people could recognize, navigate, and connect with — not just physically, but culturally. I partnered with Oliver Properties team to create a brand identity that could bring coherence to the district, attract new investment, and give both locals and visitors a stronger sense of place.
The Big Idea
Creative Direction
The creative direction focused on capturing Wash Ave’s urban character and cultural energy through a bold, modern visual language. The identity needed to feel confident and contemporary, while remaining rooted in the architectural and social fabric of the street. Three core principles that shaped the visual approach were
Urban & Edgy → Strong typographic forms and graphic elements reflect the density and intensity of city life.
Ultra-Modern & Sleek → Clean, structured layouts create clarity and permanence.
Vibrant & Inviting → A dynamic use of color introduces warmth, diversity, and approachability.
The Visual Identity
Brand Logo
Wash Ave’s primary logo is a custom wordmark designed to reflect the street’s bold and confident character. Wide, strong letterforms give the mark a sense of presence, allowing it to stand out clearly across both physical and digital environments.
The Visual Identity
Typography & Brand Colors
Because of the multifaceted nature and diversity of Wash Ave, the color palette needed to carry significant weight. It had to express variety without feeling fragmented. The solution was a strategic system, where each color was assigned a clear role — allowing the brand to speak to it's core audiences clearly while remaining cohesive, vibrant, and unified.
Wash Ave uses Druk condensed for its display type, bold, and unapologetically proud. It reflects the street’s energy: modern, high-impact, and impossible to ignore. Perfect for grabbing attention in tight urban spaces and wayfinding.
The Visual Identity
Graphic Devices & Art Direction
The graphic system draws from the architectural language of Wash Ave, taking loose inspiration from forms such as arches, windows, entryways, and intersections. These shapes are simplified into clean geometric elements, creating a modular visual language.
The arch form becomes a recurring device across the identity — framing content, shaping layouts, and creating a recognizable visual presence across physical and digital environments.
