Brand Strategy
Urban Design
  Birkdale Village
Historic South End
Biltmore Park
East Beach Village
Veridea
Double Oaks
The Vineyards
The Village At Leesburg
Friends of Lexington, LLC
Darrow Pond
Dunham Farm
Kanawha
Kapalua
Magnolia
Hearst Tower Plaza
The Town of Cornelius
Retail Design
Restaurant Design
Grocery Design
Facility Design
Leisure Destinations
Communication Design
Historic South End
From the 1990s to the present, Shook Kelley played a pivotal role in transforming South End from a blighted urban corridor into a thriving community and historic district. Today, the area along the Trolley and new light rail line has blossomed, creating over $600 Million in local development. This in turn has paved the way for a diversity of options in the area for living, working and entertaining.

See Charlotte Center City Partners' Coverage:
South End: Good to Great
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We were initially retained by the City of Charlotte, Charlotte Center City Partners, and Bank of America to lead an urban planning charrette and develop a vision for the abandoned 2-mile rail corridor which previously ran from South End into the downtown area. As a result of this public/private collaborative effort, the corridor has since been expanded to include not only the reinvigorated trolley line but also a new light rail line which passes through South End, connecting the outlying neighborhoods south of downtown to the city center.


The trolley line provides residents and visitors alike with reliable transportation while preserving South End's rich heritage.

All trolley photos above courtesy of Jim Lockman


Shook Kelley named the district and also designed the Historic South End logomark.


Old view from light rail/trolley tracks at Camden Road and Worthington Street, prior to redevelopment.


New view at Camden Road and Worthington Street.


The examples above show other various key projects as they appeared prior to renovation on the left, and after on the right. From top to bottom: The Cotton Street Diner, The Design Center at Camden Square, and South End Brewery.

2009 ReBrand 100, Notable

__© 2013 Shook Kelley, Inc. All rights reserved.