Better Block SGF works to reimagine underutilized spaces as gathering places that build community. Through advocacy, collaboration, and activation, Better Block SGF creates outdoor spaces that reflect local culture and foster well-being.
The Medical Mile district runs along National Avenue, stretching 2.8 miles between Highway 60 to the south and Sunshine Street to the north. This corridor is a critical gateway to Springfield, featuring a mix of businesses, two prominent hospitals, multiple traffic lanes, and three of the city’s largest intersections. For many visitors, it offers their first and sometimes only impression of the city.
To guide the transformation of this vital area, Better Block SGF conducted in-depth research to develop a Placemaking Project for the Medical Mile. Their goals included:
This Placemaking Project aims to transform the Medical Mile into a welcoming, safe, and accessible destination that reflects Springfield’s unique character and charm.
Better Block SGF approached Revel to create a visual identity for the Medical Mile, establishing it as a named destination with recognizable branding that aligns with the organization’s broader placemaking goals.
Revel developed naming conventions to support current and future projects, along with a new logo and brand elements for the Medical Mile. The logo features a hidden heart within the monogram “M” — a nod to the district’s connection to healthcare industries that could also function as directional arrows for wayfinding. The approachable typography and bright yet calming color palette were chosen to complement future applications of the brand.
To bring this visual identity to life, we helped Better Block SGF execute several key projects, including: