Covering the length of ten city blocks, City Walk transforms Birmingham’s urban core into a lively public space, featuring markets, parks, and event venues. The Birmingham Jefferson Convention Complex (BJCC) envisioned City Walk as a hub for the community, and my role involved contributing to the visual identity of its newest additions. Working within the existing City Walk brand, I created environmental graphics that captured the dynamic spirit of the space while helping to define individual zones through signage and banners. The goal was to enhance the overall sense of place and create a cohesive experience for visitors.
City Walk Roller Skate
Creating City Walk’s Roller Rink Identity
City Walk’s newest feature, a roller skating rink, needed a distinct logo and signage that fit seamlessly into the existing brand identities of the venue’s sub-brands, including City Walk Social, Barkery, and Skate. Drawing inspiration from the bold, geometric, and vibrant aesthetic my colleague Michael Vizzina developed, I crafted a logo that embraced the Art Deco and 80s cyberpunk fusion. The design utilized bold curves, strong lines, and all-caps typography, aligning with the venue’s overarching visual language. The roller rink’s logo harmonizes with the City Walk identity while bringing its playful, energetic vibe to the sub-brand family.
Campus Placemaking
Creating Visual Cues through Light Pole Banners
To create a stronger sense of place and guide visitors through the expansive campus, I designed a series of light pole banners that visually defined each block of City Walk. Each banner featured coordinated colors and photography representing the specific activities occurring in that area. This approach ensured that visitors could easily identify what each block offered, creating a more intuitive and engaging experience as they moved through the urban space.
