10th Street Corridor

The task of this project was to develop a cohesive, modular, and modern identity for 10th Street in Bloomington, Indiana. The street runs East to West across the city and touches many of the location's main attractions: to the East lies the Technology Park, the new hospital, Indiana University's Cyberinfrastructure Building, and a number of local restaurants; to the West is the new cowork space called The Mill, downtown shopping, and several more restaurants; throughout the middle are numerous university buildings such as the Well's Library and the Kelly School of Business among others. The challenge of this project was to create an identity which encapsulated all of these unique aspects of the 10th Street location within a visual identity that is both playful and professional.