As urban designers focused on creating a sense of place and underscoring a sense of arrival, Favermann Design uses human scale elements to underscore community branding and unique placemaking. For the Town of Chelmsford, Massachusetts, our firm created branded street furniture like these bike racks reflecting a former town-beloved Purple Beech Tree that grew on the Town Common for over 200 hundred years. The Beech Tree leaf shape was used on wayfinding signs, planters, and backs of benches. These are examples of the strategic integration of public art, local history, placemaking and functionality.