Originally established in 1993 to serve the square mile surrounding Monument Circle, Indianapolis Downtown, Inc. focused on creating a clean, safe, and active gathering place for everyone. Today, the organization’s footprint and impact have expanded. Downtown Indy plays a vital role in the economic and cultural growth of the Central Indiana region.
Historically, much of that work happened behind the scenes, limiting brand visibility and recognition. The most recent brand name, Downtown Indy, was sometimes confused with the City of Indianapolis, making it difficult to build support, raise funds and mobilize volunteers — their primary objectives as a membership-based private entity.
We partnered with the Alliance to bring their impact to the forefront. An evolved name (with the vital addition of “Alliance”) distinguishes them as conveners, caretakers, and storytellers of the Mile Square. A comprehensive brand narrative clarifies and communicates their work to residents, businesses, and civic leaders, making their value visible and understood.
Alongside the narrative, we developed a visual system that balances professionalism with vibrancy. The bold shapes are inspired by the Mile Square, Monument Circle, and the city’s grid: a nod to the literal and metaphorical building blocks of Indianapolis. Energetic color and a playfully flexible “INDY” mark capture the movement, warmth, and creativity that are ever present Downtown while remaining approachable for everyday communication. Through visuals and messaging, we refined and amplified the idea at the heart of their work: the people make the place.
Downtown spans just 1.3 square miles, but its energy fuels the entire region. With a stronger identity, the Alliance is positioned to drive pride, growth, and support from the center of a community.
