The Water District
Brand Experience
The repositioning of Fort Lauderdale’s existing International Swimming Hall of Fame as a waterfront destination for competition, culture, and everyday community life.
A waterfront district shaped by movement, community, and water.
Where water meets the city
The project repositions the existing International Swimming Hall of Fame as The Water District, connecting the aquatic center and promenade with places to gather, eat, explore, and celebrate. Its identity draws on the iconic dive tower, swimming lane lines, and the colors of a Fort Lauderdale sunrise.
A brand in motion
The visual system extends from the primary identity into district signage, wayfinding, and public experiences. Concept designs explore art, digital media, and places to pause along the promenade.
Scope
Jamie serves as Project Manager and Design Lead for the repositioning of the existing International Swimming Hall of Fame. He leads branding, experiential design, and placemaking for The Water District, a public-private partnership among the City of Fort Lauderdale, Capital Group, and Hensel Phelps. He manages the design budget and team, leads client and stakeholder communication, and coordinates with the architect of record and project consultants.
