The four and a half mile business district along Olive Boulevard in University City has long been recognized as one of the most diverse in the St. Louis metropolitan area, hosting a variety of ethnic communities, eateries, shops and businesses. When The City of University City decided to embark on an initiative to bring visibility to this burgeoning business community, Spry Digital was engaged to develop a unique identity and website that would showcase the diverse attributes of the neighborhood while attracting new businesses to the area.
With input from the Olive Boulevard business community and The University City Chamber of Commerce, Spry Digital forged a new identity, The Olive Link, that speaks to the neighborhood’s geographic and cultural significance. As a main thoroughfare, “The Link” connects St. Louis City to the County. With its many ethnic businesses and restaurants, it connects St. Louis to the World. Spry Digital developed a brand voice deck, key messages and a vibrant logo system. The new logo, featuring four intersecting rings, is universal in design and symbolizes the four distinct business districts within The Olive Link, united as one community. The tagline “Get In The Mix” entices businesses, restaurants and patrons from all around the World to come explore all that The Olive Link has to offer.
Spry Digital designed and developed an eye-catching responsive website built on the WordPress content management system. Features of the website include a commercial property database that provides prospecting businesses and property owners the ability to search available properties by type or use, and an interactive feature that invites visitors to explore the neighborhood. Content that inspires and communicates the vision of the up-and-coming business district was developed by Spry Digital from the intial brand voice work.
To accompany the website, a printed brochure was also created by Spry Digital to share with visitors to the region. With the new identity and website, University City can sell The Olive Link as a viable option for businesses in the Midwest and beyond looking to set up shop in the St. Louis metro area and University City in particular. Here’s what the Deputy Director of Planning, Zoning and Economic Development Raymond Lai said about working with Spry: “Working well with city staff and a community stakeholder group, the responsive and talented Spry team was able to create The Olive Link brand and an impressive website for the 4-mile, 4-district commercial corridor of our City.”
See more of this project in our Work section.