Wash Ave | Historic Street Brand Identity

Wash Ave (formerly Washington Avenue) is a historic street in downtown St. Louis, known for its rich architecture and proximity to major city landmarks like the Convention Center, CityPark Soccer Stadium, and the Gateway Arch National Park. Despite the prime location, it lacked cohesion. Businesses operated in silos, and visitors experienced it as a scattered mix of venues rather than a unified destination.

The challenge was to shift perception—from a pass-through corridor to a must-visit district. This meant crafting a brand that locals could rally around, investors could trust, and visitors would remember.

This wasn’t just about putting up a fresh sign. Wash Ave needed to come alive—to feel like movement, momentum, and modern city energy all rolled into one. We wanted it to spark curiosity, invite exploration, and create a sense of belonging in the urban fabric.

We began by shaping the mood and visual language. The identity had to stand out in a crowded cityscape, but still feel warm and accessible. The visual direction focused on three core themes:

Urban & Edgy – A raw, high-energy aesthetic that mirrors the pulse of city life.

Ultra-Modern & Sleek – Clean, sharp visuals that feel contemporary and timeless.

Vibrant & Inviting – A balance of bold colors and warm accents that draw people in.

This direction set the tone for every design choice—from typography and color to imagery and graphic elements. The result was a brand with presence: one that positions Wash Ave not just as a location, but as a destination with character, clarity, and purpose.

The brand leans on clean geometry to strike a balance between structure and expression.
 Its core shapes take loose inspiration from architectural forms like arches, windows, entryways, and intersections, without being too literal.


Together, they form a modular visual language that reflects what Wash Ave is at its core: a collection of spaces that are unique on their own and connected in experience, including homes, storefronts, offices, and venues.

Through a considered approach to typography, color, and form, the brand reflects the energy of its environment while solving key challenges around recognition, engagement, and business attraction. It’s a brand built not just for now, but for the evolving future of the street: a bold, welcoming, and enduring presence in the urban landscape.