Venue Projects and Sunbelt Holdings engaged us to brand an iconic adaptive reuse project at the gateway to Arizona State University, known to many as the historic Hayden Flour Mill. Positioned as the cornerstone of ASU’s main campus and a flagship project for the City of Tempe, the vision is to create a lively community destination filled with recreation, diverse dining, local arts, culture, and music.

Understanding that this is a long-term project spanning 5 to 20 years, and one layered with political sensitivities and historic preservation requirements, we approached the brand strategy with intentional restraint. Our goal was to create a solution that feels simple, grounded, and approachable, while honoring the site’s legacy and allowing for future evolution.

We, along with our clients, view this as an early chapter in a much larger story. This initial phase lays the foundation for a brand that will continue to grow and adapt with the timing of events, available capital, and the natural rhythm of a phased build-out.

Our approach for the brand and website began with a series of in-depth site visits and ongoing collaboration with the Tempe History Museum to thoughtfully integrate the rich and layered history of the Hayden Flour Mill. We worked closely with developers to showcase Gensler’s architectural vision, helping communicate not just what the project was, but what it is poised to become.

To support this effort, we developed a robust digital experience that included a custom landing page featuring aerial drone footage, professional black and white film photography, and a clean, intuitive layout. On site, we designed and installed large-scale banner signage (currently in development) and a foundational brand identity system activated through QR codes that allow for ongoing engagement and measurable tracking. These elements work together to offer both locals and visitors a window into the past while building excitement for the future.