The City of Jacksonville enlisted api(+) to create a brand identity and wayfinding program for the 3.25-mile Jacksonville Riverwalk, situated on both sides of the St. John’s River. Our work encompassed a comprehensive and integrated branded system, covering totem identification, vehicular directional, directory, and pedestrian elements. A collaborative approach involving city staff, consultants, the visitor’s center, and stakeholders ensured unanimous agreement on the final design. As a result, the Riverwalk now boasts a distinct sense of place, highlights nearby businesses, and effectively guides and informs its visitors.