In the early 2000s, St. Louis’ downtown was in the midst of a renaissance, especially along historic Washington Ave. The revitalization in residential loft developments along with numerous restaurant and retail openings made for a hip and burgeoning scene along the streets of downtown. In an effort to encourage further growth and development, the Downtown St. Louis Partnership sought to develop a marketing campaign touting the changing landscape. Once we articulated the “city pulse” position, the campaign made it clear that if you wanted to find out what was happening downtown, you simply needed to read the signs.