Grafik
The portfolio of Grady Fike
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R Street Corridor

What started as a custom illustrated map became a complete rebrand and website design for Sacramento’s R Street Corridor, a growing art and culture district.

Agency Credit: Honey Agency | Website Developed by: Position Interactive | Art Direction & Design: Grady Fike | Map Illustrations: Grady Fike & Ashley Rodseth

 While creating the logo for R Street, I wanted to pay tribute to the area’s previous branding. The iconic archways over the district feature an overlapping R and St, which while beautifully executed by  Fuel , was never intended to be the corridor’s logo. This solution simplified the mark for increased readability, quick recognition, and scalability.

While creating the logo for R Street, I wanted to pay tribute to the area’s previous branding. The iconic archways over the district feature an overlapping R and St, which while beautifully executed by Fuel, was never intended to be the corridor’s logo. This solution simplified the mark for increased readability, quick recognition, and scalability.

 The logo was created with the intention to be a civic pride mark. Language such as “Welcome to your new residence” communicate that this is not just R St, but Our Street. This became the platform for the large and bold messaging highlighted on the homepage.

The logo was created with the intention to be a civic pride mark. Language such as “Welcome to your new residence” communicate that this is not just R St, but Our Street. This became the platform for the large and bold messaging highlighted on the homepage.

 The primary goal with such a minimal homepage was to filter users down two primary paths, one being consumer information about the district, the other being information for businesses which belong to the Corridor looking for partner services.

The primary goal with such a minimal homepage was to filter users down two primary paths, one being consumer information about the district, the other being information for businesses which belong to the Corridor looking for partner services.

 The map was designed for the area though playfully illustrated, was full of information on the businesses and attractions of the area. The front cover art, overall layout, and building illustrations were all done by me.

The map was designed for the area though playfully illustrated, was full of information on the businesses and attractions of the area. The front cover art, overall layout, and building illustrations were all done by me.

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