Challenge
Located in the heart of St. Louis, City Foundry STL is coming together as the place where people gather, eat, work and play. Atomicdust created a flexible website to build excitement as the development moves from a muddy construction zone to opening day and beyond. A solid foundation. Lawrence Group, the firm behind City Foundry STL, was transforming a century-old industrial building into a 15-acre attraction with restaurants, retail, entertainment and office spaces. The firm’s challenge to Atomicdust: create a website that captures the energy and innovation that have marked the building’s—and the city’s—history. This was no small task, as the website would launch a year before City Foundry’s planned opening. Our charge was to inform and inspire prospective tenants and excite visitors about the first-of-its-kind St. Louis attraction.
Solution
Take our word for it. By building audience personas, we were able to craft messaging that addresses pain points and corrects misconceptions about the concept. From there, we developed lively, compelling language that establishes the development as a welcoming, energetic spot with something for everyone. Imagination, hustle and soul. Music, fashion, local architecture and history—St. Louis history and the history of the foundry site itself—influenced the site design. We used geometric patterns in the brand’s signature black and gold, complemented by industrial textures and stacked layers. Subtle animations give the site movement and bring it to life.
Results
We built the site to be flexible, so as it opens, the team at City Foundry STL can easily bring details like parking information and maps to the forefront. The navigation will shift to help visitors get the information they need quickly. The site has already been featured by Awwwards and Communication Arts. Stay tuned to see what develops.
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