Vintage white pickup truck with "Avenue South" signage parked at outdoor dining courtyard with wildflower landscaping at dusk, environmental graphic design and placemaking by RSM Design.

Loveland, Colorado

Avenue South

The Front Porch of the Front Range

Project type

Environmental Graphic Design Placemaking Design

Project sector

Mixed-Use Design Residential Community Signage
Avenue South brand identity logo and monogram overlaid on windswept model in wide-brim hat and floral dress, brand identity by RSM Design.

Project info

Client Realberry

Client Prism Places

Architect Michael Hsu Office of Architecture

A new gathering ground for Centerra

RSM Design partnered with McWhinney, Prism, and Michael Hsu Office of Architecture to create the brand vision for Avenue South, a new community gathering place in Loveland, Colorado. The team was brought in at the earliest stages to help define the name, narrative, and identity for a destination that didn’t yet exist—a much-needed “Main Street” experience for a town rooted in small-town charm and agrarian heritage. Guided by the client’s goal to establish an authentic, community-centric hub offering daily conveniences, boutique retail, and chef-driven dining, RSM Design crafted a brand that balances the momentum of modern life with the grounded warmth of tradition.

Drawing inspiration from Loveland’s agricultural past, the brand studio developed a visual language shaped by vintage Farmers Almanacs, worn yet refined typography, and themes of neighborly connection. The resulting identity supports a place designed for everyday living—where locals and visitors alike can gather, slow down, and savor the moments that make Colorado’s Front Range feel like home. Rooted in the idea of a walkable “15-minute city” with the heart of a neighborhood, Avenue South emerges as a new front porch for the community, celebrating heritage while shaping a timeless, welcoming destination.

Avenue South mood board collage with farmers market produce, vintage Coca-Cola machine, farmhouse pavilion, coin-operated pony ride, and branded tote bag, brand identity and placemaking by RSM Design.
Avenue South logo and monogram in cream serif type on dark slate blue background, brand identity by RSM Design.
Vintage 1793 Farmer's Almanac title page with aged parchment texture and antique typography, brand identity research reference by RSM Design.
Vintage 1853 Leavitt's Farmer's Almanack cover with ornate border and engraved village illustration, brand identity research reference by RSM Design.
Vintage almanac page for July with aged newsprint texture and antique engraved illustration, brand identity research reference by RSM Design.
Vintage 1869 New England Almanac cover with ornate border and antique typography, brand identity research reference by RSM Design.

The brand’s typography and graphic language offer a refined take, inspired by the classic charm of vintage farmers’ almanacs.

Open book spread with "Where Roots Take Hold and Community Grows" script headline beside black and white photo of children running through a field, merchandising vision brand identity by RSM Design.
Woman carrying wooden crate engraved with "Avenue South" filled with fresh vegetables and herbs, brand identity by RSM Design.
Woman in yellow dress holding canvas tote bag printed with Avenue South monogram over patterned tile floor, brand identity by RSM Design.
Laptop displaying Avenue South website homepage with cyclist on tree-lined path and monogram logo, brand identity website design by RSM Design.
Two chilled beer glasses with condensation on dark wood bar with warm bokeh lighting, brand identity lifestyle imagery at Avenue South by RSM Design.
Three polaroid-style social media mockups for Avenue South featuring silhouetted concert crowd at sunset, brand tagline card, and red barn-style retail building exterior, brand identity social media design by RSM Design.
Hands holding open brand book spread titled "Under the Beauty of Colorado Skies" with market, bonfire, and bakery lifestyle photography, brand identity presentation book by RSM Design.
Stack of Avenue South brand books with cover photo of woman holding a bouquet, "Loveland, Colorado" printed below, brand identity book design by RSM Design.

RSM Design created a branded leasing book for Avenue South that brings its story, terrain, and amenities to life, finished with refined touches like a hardcover and built-in pockets for supporting materials.

Leasing Materials
"Welcome to Avenue South" cover page beside "Love for the Land" badge lockup on indigo textile pattern, brand identity print collateral by RSM Design.
Open brand book spread with windswept model in wide-brim hat facing "Welcome to the Front Porch of the Front Range" headline and monogram, brand identity book design by RSM Design.
Open brand book spread titled "Culinary Artistry by Local Chefs" with plated dish, handmade pasta, and chef rolling dough photography, brand identity book design by RSM Design.
Illustrated aerial map spread titled "A Part of the Centerra Community" with labeled flags for Avenue South, Centerra Marketplace, and the Promenade Shops near I-25 and Highway 34, brand identity map illustration by RSM Design.
Open brand book spread titled "Best Brews and Fast Casual Favorites" with coffee shop counter, latte art, croissants, and beer tap photography, brand identity book design by RSM Design.

A set of iconography inspired by the landscape and lifestyle of Avenue South

Watercolor illustrations of an Avenue South flag, cyclists on a wooded linear park path, a bison, and a Cheyenne, Wyoming main street storefront, brand identity illustration by RSM Design.
Watercolor illustrations of a dining plate with wine, denim shirt, picnickers on an event lawn, and a bear representing University of Northern Colorado, brand identity illustration by RSM Design.
Watercolor illustrations of a front door with potted plants, leather briefcase, twin-engine airplane, and grocery tote bag representing single family homes, office, airport, and grocer, brand identity illustration by RSM Design.
"Love for the Land" mural sign painted on white shiplap building exterior with wall sconces and climbing vines, environmental graphic design by RSM Design.
Wood-clad water tower landmark with Avenue South monogram against blue sky and mountain backdrop, environmental graphic design by RSM Design.

A rustic signage system that expresses the brand through material and place

Weathered wood directional signpost with arrow markers for Main St, parking, restrooms, and trail, wayfinding by RSM Design.
Wood tenant sign for Misfits Market with stone base and Avenue South monogram pillar, environmental graphic design by RSM Design.
Avenue South Centerra monument sign with stone pillars and wood trellis framed by lavender landscaping and passing vintage truck, environmental graphic design by RSM Design.
Overhead arch sign spanning tree-lined main street entrance to Avenue South with mountain backdrop and vintage truck, wayfinding and environmental graphic design by RSM Design.
Wood-framed tenant directory sign with hanging panels for Porter, École H27, Raconteur, and Halcyon at Avenue South, wayfinding by RSM Design.
Aerial rendering of Avenue South town center with converted grain silo cafe, event lawn, amphitheater pavilion, greenhouse, and Elmwood retail building, placemaking by RSM Design.

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