Collaboration is the core of a successful urban design process. Through the development of a compelling brand strategy and active participation in public presentations, ADD Inc fostered an inclusive design and approvals process. Synthesizing the client's objectives, input from the City, and analysis of the forces acting on the site, the team developed a guiding vision to transform 23 acres of asphalt lots into one the nation's largest LEED Silver development projects.  The resulting vision and brand visuals unites sensitivity to the pedestrian experience, strong colors and materials, and green space to establish the framework for a richly layered urban experience.