W|W initially partnered with the Oakland Business Improvement District (OBID) to reimagine OBID's brand identity and digital presence to better reflect the vibrant, diverse energy of one of Pittsburgh’s most dynamic neighborhoods.

To bridge the gap between digital discovery and the physical neighborhood experience, W|W designed a comprehensive placemaking and streetscape graphics package. Developed in collaboration with OBID and the Pittsburgh Innovation District, the environmental graphics extend the district's visual identity directly onto Oakland’s commercial corridors.

The placemaking graphics & banners designed by W|W brighten streetscapes with high-visibility environmental signage and light-pole banners that reinforce neighborhood identity and wayfinding. And, as part of the identity system, W|W helped create custom gear designed for the ambassadors on the ground, extending the brand to the people actively connecting and serving the community every day. Ultimately, this placemaking initiative helps transform routine streetscapes into a welcoming, cohesive, and recognizable sense of place.

To learn more, view the Oakland case study.