When Route 66 geared up for its 100th year, Visit Springfield brought Camp Ape in to help shape a centennial look that could honor the road without getting stuck in the past. With an existing logo system already on the table, the job was to build out a visual direction that felt celebratory, flexible, and rooted in nostalgia. We expanded the brand with a system built for the long haul — one that could live across merchandise, promotions, and city-facing moments while still carrying the grit and glow of the Mother Road.