"Rooted in Fort Lupton" became the guiding premise for a brand identity embracing the community's historic agricultural/canning roots while leading Downtown Fort Lupton on a path toward future sustainability, economic development, merchandising, and urban agriculture for the town and its citizens. The project encompasses two 1-mile corridors that synergistically companion each other in a catalytic streetscape that forns the historic nucleus of the town.

The conceptual identity, based on vintage canning label design, threads itself through signage, banners and street/alley mural paintings that integrate into the streetscape Master Plan.

Fort Lupton Conceptual
Master Plan Streetscape 

Fort Lupton, CO


In conjunction with the Berry Street Redevelopment Plan, a logomark and wayfinding system were designed for this 35 block streetscape redevelopment for the City of Fort Worth, Texas and the Berry Street Initiative. The visual appearance, message sequencing, and strategic placement of the system enhanced and created an efficient flow of pedestrian, bicycle and vehicular traffic as well as sense of place.

The project depicted hereon is a project of Cooper Carry, Inc. Richard & Kay Flierl collaborated on this project while Richard was employed by Cooper Carry, Inc.

Berry Street Urban Redevelopment Plan

Fort Worth, TX


The Quarter is a plan for Charlotte’s new cultural district and represents one of four wards created by the intersection of Trade and Tyron Streets as identified in the Charlotte Center City 2010 Vision Plan. The metaphor of a quilt was used to describe the diversity of each of the district’s orthogonal urban blocks, and the differing roles character, architecture, land use, and open space play in creating a patchwork throughout the district. Streets, as the “seams,” represent common ground where all things different come together to create a great public experience for pedestrians and vehicles alike. 

The Brand Strategy consists of a cultural connection to the past that transcends history and moves this dynamic urban distract into the future. The quarter brand and logo are part of a project proposal produced for a developer design competition.

 The project depicted hereon is a project of Cooper Carry, Inc. Richard & Kay Flierl collaborated on this project while Richard was employed by Cooper Carry, Inc.

The Quarter -
Charlotte Cultural District

Charlotte, NC


A new identity was created and integrated into a sign system that preserved and enhanced the residential property value and quality of life for those who live within the city of West University Place near Houston, TX. Working within the objectives of the City and feedback from the community, a new mark reflective of the character and residents was created and incorporated into signage and a new stationery system for the City.



The project depicted hereon was designed by Kay Flierl in collaboration with EDAW Inc.

West University Place

Houston, TX


For the Downtown Cleveland and Euclid Avenue Master Plan, the design team created a place-based vision by generating synergies centered on the importance of Euclid Avenue in the Renaissance of downtown. Vital to the implementation of this vision, was a commitment by the community to a “Placemaking Story’ that led the process. Cleveland was in the process of studying a new bus rapid transit (BRT) system they felt was needed on Euclid Avenue, and a dedicated center bus lane configuration was adopted to create the optimum interface for successful, vibrant retail and restaurants incorporating more outdoor dining spaces to activate sidewalks.  The design of the streetscape associated with the now built HealthLine BRT allowed for a Complete Streets environment on Euclid Avenue, with right-of-way and streetscape improvements prioritizing transit and the pedestrian experience.  The guiding component of the Downtown Plan was adopting an overall placemaking strategy of converting issues to assets, filling the “gaps” – areas with negative effect on the rest of downtown.  Filling the gaps, enabled existing assets, destinations, job and activity centers to be better connected as a quality urban place through improved pedestrian environments and access to transit.

Downtown Cleveland Master Plan

Cleveland, OH


We envisioned the Transit Station to be a place that is context driven, rooted in history, and rooted in culture. The 11 acre site will promote outdoor living and provide an overall feeling of a place dominated by open space.

• The 12.13 acre public owned block is the heart of the Transit Downtown Project and pulse by which everything in the City is connected.
• The public/private development is designed to be a self sustainable economic engine. The Transit Center Block will be the first of a series of block by block economic villages implemented.
• The Branding message celebrates the “O” in San Bernardino and is centered around the notion that every point of a circle is equal. Each component - bus, train, car, bicycle, pedestrian, office, retail, residential, and parking - must act synergistically. Under the leadership of an overall collaborative governance agreement, each component will  promote balance and play a part.

San Bernardino Transit Center

"Are You In" Strategy

San Bernardino, CA