Within Covington, between Martin Luther King Jr. Boulevard and the Ohio River, lies the busiest section of the city – Madison Avenue. It is the true, central pathway of downtown Covington, guiding locals and tourists alike to best experience the unapologetic city and it’s offerings. With high tourism and an increase in economic development happening in Covington, city officials were looking for a way to help guide residents and visitors from one end of the city to the other.

Durham named, designed and outlined a new way to navigate the city — the Madison Mile — our solution to the wayfinding opportunity in the place we call home. This multi-stop experience features a carefully plotted set of monuments and digital signage that direct foot traffic to Covington’s areas of interest. Whether you’re quickly scanning the closest route to Mainstrasse Village, or in need of detailed directions to the closest cup of matcha, the Madison Mile offers multiple ways to navigate and experience all corners of the Cov.

And while the Madison Mile may be new, the bones are built from the brand identity we laid out in our 2022 rebrand of the City of Covington’s Economic Development department. Implementing our concentric line language and bold blue, we designed the static and digital signage to carry brand continuity throughout the city applications. Using dimensional channel letters and internal light powered within for nighttime navigation, these signs shine a bright and blue path up and down Madison Avenue that assist in guiding passersby to all of the nearby noteworthy happenings in our city.

A partnership with meetNKY & Rove iQ.