First Avenue is an emerging mixed-use corridor in downtown Mesa that is currently a 4-lane collector street between the light rail line along Main Street and an arterial street to the south. First Avenue shall soon become a pedestrian and bike-oriented street environment. Through the existing analysis of key street and pedestrian systems such as traffic volume, circulation, shade, utilities, land use per block, and enhanced lighting, the 1 1/4 mile long transformation of First Avenue will convert much of the 132’ right of way into a 2-lane shady avenue, implementing Complete Streets strategies such as separated bike lanes, bio sponges, increased safety, enhanced planting, fixed and moveable seating, pedestrian lighting and wayfinding, and numerous sustainable elements. Colwell Shelor was tasked with placemaking/branding the street to create a distinct district in the downtown core.