Brickline Greenway: Connecting a Siloed City
Great Rivers Greenway is a public agency dedicated to developing regional greenways around St. Louis. They had an ambitious plan to create a corridor that would run directly through the city, connecting 20 city neighbourhoods, parks, districts, as well as cultural and educational institutions. The corridor is part of a 10-year project to address the city’s persistent challenges with segregated neighbourhoods, equity, and economic and urban renewal.
BMD was asked to articulate a clear brand that could express what this city-wide project means for residents, informing design and communications across the various stages of the project’s life. Research and workshops set the foundation for the brand idea and unearthed many of the hopes, but also differing concerns, of residents that needed to be addressed as the project moved forward. For this project, the notion of bringing people together across a divided city was key.
BMD designed a visual identity that would bring this name to life. It needed to be optimistic and joyful without losing a sense of “St. Louis grit.” The logo, built on brick-like blocks spiraling inward signals the idea of coming together, while the components of the logo act as a connective device linking St. Louis’ diverse neighbourhoods, districts and cultures.
“BMD was able to understand the needs of the community and capture the spirit of what we are trying to do.”Susan Trautman, CEO, Great Rivers Greenway
“They listened deeply and became part of our team.”Emma Klues, VP of Communications & Outreach at Great Rivers Greenway
