Waterside

Branding a New Urban Development

Undeveloped waterfront property in the heart of a major city is rare.

With 103-acres on the White River, Waterside sought to shape the urban landscape of Indianapolis.

Plans for the former site of the GM Stamping Plant included channeling the river inland to create waterside property throughout, new housing, parks, entertainment venues, restaurants, public art, and new corporate workspace — all key pieces to a thriving metropolitan district. We created a brand identity for this vision, a teaser video to build interest and anticipation, a website to introduce the development in-depth, and organized an event near the site to officially announce the name and vision for the project.