Community engagement, research, branding, photography, graphics, creative direction, illustration, data visualization, copy, website development, collateral materials

In 2012 Riversedge Developments a restorative development company specializing in the integrated revitalization of distressed industrial properties purchased St. Marys Paper Mill in Sault Ste Marie Ontario. Riversedge asked Lumeo to create a new communications framework and visual identity system that would articulate the companies vision for the project.


The fruition of which was a redevelopment proposal crafted in concept with a variety of community stakeholders across a range of sectors. The first phase outlined the need to attract public and private investment by the restoration and re-purposing of the largest collection of Historical Industrial Richardsonian Romenesque buildings in Canada.


Once the basic framework had been defined, our team conducted extensive research into the site’s cultural and historical influence in shaping the surrounding region.


What emerged was a robust visual system that was less reliant on just one symbol alone to carry the personality and the experience of the site. Complemented by a rich and varied typographic style, a material driven color palette and supported by historical imagery focused on communicating “Pride of Place” which is evident within the color, layout and tone of voice. Conceived as a design system that offers Riversedge a way to build and grow, a set of visual building blocks that can evolve with the project.

The Mill

The General

General administrative building

The first phase of Mill Square is the restoration and re-purposing of the largest collection of Historical Industrial Richardsonian Romenesque buildings in Canada.


Located along the headrace of St. Mary's River in Sault Ste. Marie, Ontario, Mill Square is literally located at the heart of the Great Lakes.

From Clergue’s perspective, the hydro potential was the

essential and active ingredient in the industrialization process.

All he had to do was develop that hydro and industry would beat

a path to his door.


These structures have significant historical and architectural value which cannot be recreated elsewhere. This historical authenticity can be leveraged to generate an internationally recognized identity.

Site Overview

The General

The Machine Shop

The Pulp Tower

The Yard Locker

The Board Mill

"In return for a reduced stumpage rate, I promised the Government

I’d spend $250,000 on constructing a pulp mill in Sault Ste. Marie.

I soon realized that it would cost approximately the same amount

to operate a mill twice the size, so I immediately began planning

for expansion."

- Abitibi Logging Camps, Circa 1913-1984


Urban Riverscape

Say hello.



Let's talk.

4234 I-75 Business Spur

Sault Sainte Marie, MI


348 Haviland Shore Dr.

Goulais River, ON


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