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City Foundry STL

Role / project
Creative Director
CATEGORY
UX-UI - Brand Management
CITY FOUNDRY STL
CITY FOUNDRY STL
CITY FOUNDRY STL
CITY FOUNDRY STL

An Overview

The City Foundry is a multi-fauceted 100K+ sq. ft entertainment district with a food hall, retail outlets, and event space in the heart of St. Louis MO. A process that took years to get off the ground, the runway for their marketing had to have energy for years leading up to the grand opening. From the very beginning, the builders and founders wanted to maintain as much of the original building as possible in the final design. Anything over 3 inches had to be left. Along with as much grafiti as they could. Decades of history is able to be experienced throughout the entire space.


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The City's Reaction

The entirety of St. Louis has its eyes on new developments very quickly. We all love something new, especially at this scale. The city was intrigued and was quick to give their opinion on every step. Getting to tell a story this large to this many people was an exciting undertaking, but required lots of continued data assessment and learning how to be flexible enough to pivot, along with a good amount of exclusivity in our messaging to create healthy hype over a long period of time. We couldn't let out too much at one point, and had to keep as many people as possible on the edge of their seats with the information we provided over the span of two years.

My Role

I worked closely with this team up to the launch in crafting its visual, social, and creative story. You can now experience thousands of people every day experiencing that story. I'm so proud of what has come from this process and truly love building a space where people want to come and gather. I played the role of creative director, art director, designer, photographer, web developer and more. It was truly a collaborative process with the entire New + Found development team.

A narrative is formed with every texture you see. A wormhole into a rich history with every wall. We learned how to not just highlight that, but harness it to our advantage.