Completed in 1929, Grove Arcade is one of the earliest examples of an American indoor mall and features many unique, hand-crafted details that set it apart from other public spaces of the era. In 2019 I was hired for a complete brand reset that included a new logo and brand kit with custom icons and patterns, way finding and decorative signage, directories, brochures, promotional materials for special events, and any other design needs related to the mall. All of the designs and concepts were inspired by the unique architectural and decorative details of the building itself, including the winged lions that flank the main entrance of the building. My goal was to build a strong visual identity that evoked the Art Deco era of the building’s construction, reminding people of what made it so special in the first place. This fresh look gave Grove Arcade a new lease on life as a public space, leading to renewed interest from shoppers as well as potential tenants.