RIVER
ROAD

A different road taken

River Road is an investment company founded by four St. Paul locals. Their brand story is rooted in their connection to their hometown and takes inspiration from some classic MN elements – namely the canoe paddle.

Our challenge was creating a system that set them up to roll out the brand across their services, helping establish a client-facing presence that feels both accessible and distinct.

Strategy · Branding · Web Design · Stationery

WORK DONE AT AVENUE C

A hometown connection

This was originally a design sprint, with five weeks to develop a brand system and design a website in SquareSpace. I have since made some slight alterations and expanded the brand to contain a bit more Scandinavian elements, looking towards a future company refresh.

River Road’s brand system takes inspiration from many Minnesota elements – cabin design, the nautical flags flying behind boats, northern pine forests, sail boats and kayaks, and vintage St. Paul post cards and maps.

Web design that flows

River Road's website uses a single-scroll approach to give a brief overview to potential clients. With a mixture of current Minnesota imagery and vintage postcards, texture plays a key role in adding that authentic midwest touch.

The clean design seamlessly leads the user through River Road's story, with ample white space and easy to read typography. We helped the founders clean up their brand message and voice – staying friendly, yet reliable.