Greenway Goods
Date & Location: Launched 2023 · Ongoing · Great Rivers Greenway, St. Louis
Website: https://www.greenwaygoods.com/
Overview: A branded product program built to grow public awareness of Great Rivers Greenway while creating a marketing ecosystem that supports local makers — proof that the right merchandise program is a long-term community platform, not just a product line.
In Depth: Great Rivers Greenway does work that St. Louis relies on — the trails, parks, and paths that connect the region — but public funding for that work returns to a vote every few years. We built Greenway Goods to solve for that. The goal was long-term: create genuine, lasting brand recognition across the St. Louis area so that when funding comes up again, voters know the agency, understand its impact, and can confidently support it.
Rather than a one-off run of branded merchandise, we designed an ongoing program that works on two sides at once. Greenway Goods brings together small businesses and local makers across St. Louis into a single marketing ecosystem — one where Great Rivers Greenway gains visibility and community goodwill, and partner brands gain reach and association with a mission the region loves. Everyone leverages the same audience, and everyone benefits.
We managed the full lifecycle end to end: designing, sourcing, and launching 35+ original products from concept and pricing through fulfillment and in-person activation. The program pairs an evergreen core collection with limited-run partnership drops — collaborative products and food and beverage collabs made right here in St. Louis, each crafted alongside brands we love, with proceeds supporting the greenways. The limited runs create urgency and freshness; the ongoing platform builds the recognition that compounds year over year.
The result is a program that grows on purpose. Greenway Goods has driven 25% year-over-year growth, connected 40+ local makers and brands to a shared audience, and steadily built the kind of brand recognition that turns a public agency into a name people know — and vote for.
Limited Edition 5 Year Aged Bourbon Whiskey
Switchgrass Spirits: Winter 2025
Handpoured Concrete Candle
Feeling Moody: Ongoing Partnership
Mosqutio Repellent
Kind Apothecary: Ongoing Partnership
Limited Edition Greenway Goddess Salad
Neon Greens: Summer 2025
