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The city challenged LKF to create an identity for a new neighborhood.

The City of Kalamazoo's Economic Development Corporation worked for years to set apart a section of the city that would be labeled as an extension of downtown. This area was planned to be a vibrant, mixed-use area with many repurposed brownfield properties.

LKF was charged with branding the neighborhood. With all the current and potential activities and organizations located in the area, the team decided on the name "River's Edge."

LKF developed a logo with various icons to represent the array of offerings encompassed in the area and the tagline: "Close to Everything. Far from Ordinary."

Services Provided

Account service, copywriting, graphic design

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City of Kalamazoo Work

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  • City of Kalamazoo River's Edge Logo

Identity Work

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  • Gull Lake Dam Association Logo
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