Project Downtown - St.Louis is a non-profit organization that has been around 6 years. It started with weekly hot meals in one of St.Louis’s poorest neighborhoods and turned into a full-fledged community operation with multiple programs and efforts all targeted towards all the other equally important needs of the community, such as a food pantry, diaper bank, winter clothing drives, and school supplies. This year, PDSTL was looking to do a soft rebrand with its first ever fundraiser to really showcase the diversity and effectiveness of its programs to not only its regular donors but also to new ones. This new poster design marks the beginning of PDSTL’s brand transition with a definitive and versatile color palette, strong iconography, modern type, and callbacks not just to St.Louis’s memorable skyline, but it’s urban centers.