In the mid-1990s, most St. Louisans saw Washington Avenue as a ghost town of run-down, abandoned warehouses. McGowan Brothers Development saw amazing turn-of-the century architecture—and opportunity. But to inspire the renaissance they envisioned, they had to change perceptions.

Knowing how critical branding was to this effort, the McGowan brothers asked Project 13 to brand their flagship restaurant in the Washington Avenue Loft District, Lucas Park Grille & Market.

The brand had to convey an elegance and style to match the five-star filets and connoisseur-class wine selection the steakhouse offered. Project 13 developed a mark that captured the upmarket feel of the restaurant’s stone fireplaces and eclectic, intimate lighting, while incorporating a subtle organic quality that referenced the Lucas Garden Park tucked directly behind the restaurant.

We extended that brand identity through business materials, dining and drink menus, exterior and interior signage, and the signature neon sign on Washington Avenue that serves as a beacon for diners in search of a refined environment and a great meal.