The City of Memphis engaged the team of Fisher Arnold, Kimley-Horn, KQ Communications and YARD & Company to plan and redesign a prominent north/south corridor in the heart of Memphis. The corridor impacts the lives of thousands of Memphians every day and includes Watkins Street, Cleveland Street, Bellevue Boulevard and Elvis Presley Boulevard. The project will be a critical next step for the region’s 3.0 Comprehensive Plan and Green-print plan by setting the direction for the corridor’s overhaul into a multi-modal corridor from pre-planning through implementation. YARD contributed its urban design and active engagement approach to set a clear vision for the streets and boulevards and their development context. The project kicked off in December of 2021. YARD’s role was completed in October 2022.