Development at New + found, City Foundry STL
Opening in 2020, City Foundry STL is the adaptive reuse of the 15-acre former Federal-Mogul Midtown St. Louis foundry site into a 21st century mixed use development that celebrates creative concepts in food, commerce and entrepreneurship.
Inspired by City Foundry STL’s (CFSTL) location in the heart of St. Louis’ innovation hub, we set out to create a brand that embraces innovation and creative thought in all forms. We also wanted to create a brand that encourages people from all walks of life to interact and to have unique, shared experiences at CFSTL. Lastly, we wanted to celebrate the project’s urban location in the heart of St. Louis City. The City Foundry STL brand is a reflection of the city around it and communicates excitement and love for its hometown.
Our work included brand development, logo design, development of comprehensive brand guidelines, environmental graphics, signage, food hall branding and art directing and collaborating with outside agencies and vendors who are creating assets and programs for the development’s social media accounts and website. We are also heavily involved in supporting the marketing and promotion of the site.
Inspired by City Foundry STL’s century long tradition of innovation and creativity, Lawrence Group developed a brand that will flex and grow with CFSTL as it transforms into an experiential environment unique to St. Louis.
Since the launch of their design firm in 1983, New + Found’s leadership has been revitalizing and reimaging urban neighborhoods. Since 2000, New + Found has managed over $500 million in real estate development.