Gateway Arch St. Louis

The term "Core of Discovery" was used to describe the explorers of the Lewis and Clark expedition, which started in the St. Louis area. The St. Louis Arch wanted to engage their visitors and encourage them to explore the Arch grounds, surrounding businesses and attractions that make up the St. Louis riverfront area. 

Project Scope

Brand Identity

Print Collateral

Environmental Signage

Brand Standards

Award Recognition

Type Directors Club




Communication Arts

The main logo for the Core of Discovery brand was supported by secondary badges featuring the attractions, businesses and experiences on and around the Arch grounds. Visitors were encouraged to visit every destinations to receive a stamp on there "Core of Discovery Passport". The branding had vintage typography that represented the history of the riverfront area, while the color palette conveyed energy, activity and excitement. 

Illustrations were created to support the badge system on multiple marketing pieces. The woodcut drawing style replicated the vintage aesthetic. Each illustration was turned into wayfinding signage and pole banners to help visitors navigate from destination to destination on the Arch grounds.