The rebranding of downtown Chicopee Center revolves around a new tagline — Work & Progress, updating a phrase that typically has negative connotations by changing just one word. Work & Progress neatly encapsulates the city’s industrial past while also linking it to a present and future of an increasingly diverse group of business people and entrepreneurs. The ampersand (&) has become both a shorthand version of the tagline and a graphic device to communicate an inclusivity and spirit of connection that's characteristic of this new downtown.

As part of our ongoing work with MassDevelopment’s Transformative Development Initiative, OverUnder worked with the City of Chicopee to reconfigure the image of its downtown. This effort included a sustained public engagement process (both before and during the pandemic), graphic identity, signage/wayfinding and place making. In this capacity, we designed a new logo and signage; created a series of walking trails through the downtown (and a web app to tell you how to navigate them); designed temporary socially distanced public spaces; and created storefront design guidelines for business owners.