Back Home

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 project was a multi-faceted entertainment district that included a food hall, retail outlets, and event space in the heart of St. Louis, MO. With a focus on preserving as much of the original building and graffiti as possible, the project aimed to create a space that would be both visually appealing and steeped in decades of history and character. The process of bringing the City Foundry to life was a long and complex one, and the marketing for the project needed to have energy and momentum for years leading up to the grand opening. As a result, this project required careful planning and coordination to ensure that every aspect of the customer experience was cohesive and immersive, from the design and layout of the space to the events and programming offered. Overall, the City Foundry project was a unique and challenging opportunity to create a vibrant and dynamic entertainment destination in the heart of the city.

No items found.
No items found.

The City's response

The City Foundry project was a highly visible and highly anticipated development in St. Louis, with the entire city keeping a close eye on its progress. As a result, it was crucial to be able to effectively tell the story of the project to a large and engaged audience, while also maintaining a sense of exclusivity and intrigue to keep people interested and on the edge of their seats. This required careful data assessment and the ability to be flexible and pivot as needed in response to feedback and shifting circumstances. It also required a careful balancing act in terms of messaging, releasing just enough information at each stage to create healthy hype and anticipation, but not so much that the excitement fizzled out before the grand opening. Overall, telling the story of the City Foundry project was a challenging and exciting undertaking that required careful planning and strategic thinking to keep the public engaged and informed over the course of two years.

My Role

As a key member of the City Foundry development team, I played a multifaceted role in crafting the visual, social, and creative story of the project. Working closely with the team in the lead-up to the launch, I was responsible for overseeing the design and development of the space, as well as creating compelling marketing materials that would help bring the project to life for the public. This involved a wide range of tasks, including serving as creative director, art director, designer, photographer, and web developer. It was a truly collaborative process, and I was proud to be a part of a team that was able to create a space that was both visually appealing and rich in history and storytelling potential. Through this process, we learned how to highlight and harness the unique character of the City Foundry to our advantage, creating a narrative that was immersive and engaging for thousands of people every day.