Central Idea: A Blueprint for Urban Revitalization

Multistudio’s in-house Brand Experience team partnered with Arizona State University to develop a compelling publication for the 2017 CEOs for Cities conference, spearheaded by Duke Reiter, FAIA, Senior Advisor to ASU President Dr. Michael Crow.

The publication outlines the revitalization strategy for a 1.5-mile stretch of Central Avenue, known as the Central Idea, aiming to attract investment in parks, public architecture, housing, hotels, and urban amenities.

Through the lens of nine core themes that shape vibrant cities, the publication maps Phoenix’s urban condition and future potential. With a fast-moving timeline, the Multistudio team designed a flexible, dynamic layout that incorporated stakeholder input while maintaining a clear and impactful narrative.

The final publication effectively communicates Phoenix’s context, culture, and economic outlook to an international audience, positioning the Central Idea as a catalyst for transformative urban growth.