“Champions worked with the incoming president and chief executive officer of the Memphis River Parks Partnership, Carol Coletta, to develop brand strategy, naming, brand identity design, digital design, merchandising and a signage system that would welcome Memphians back to the river. Our work with Coletta on the Reimagining the Civic Commons initiative and creative placemaking dates back to 2011. The new concept plan turned previously fragmented public property into one connected riverfront. The icon is a minimap of the new configuration. It captures the six-mile River Line running through the five park districts: Greenbelt, Mud Island, Fourth Bluff, Big River and MLK.”