Thinking of all the ways we could bury the unfavourable memories of the Theatre District, we played with how to bring 12th Street to life.
If anything, we found that what you do at your destination is more important than the location itself. So we turned our attention and creative inspiration to the most famous and iconic streets of the world.
The distinct yet understated visual identity we created for 12th Street allowed the attention to be on what really matters – the leisure in the leisure quarter.