"Why Design Matters," the groundbreaking collaboration between the Branch Museum of Architecture and Design and the Arthur Ashe Boulevard team, is a testament to the pivotal role of design in shaping our society. Chapter IV, Persuasion by Design, vividly illustrates the transformative power of design in driving social change and fostering inclusive community engagement. It is a compelling showcase of the profound impact of design, strategy, and persuasion through intentional collaboration, emphasizing a collective effort and vision.

Named in honor of the legendary tennis champion and humanitarian, the Arthur Ashe Boulevard project exemplifies the remarkable outcomes of collaborative work between community leaders, designers, and activists. This visionary undertaking pays homage to Ashe's enduring legacy and highlights the essential role of inclusive urban design in nurturing civic pride and historical consciousness. The deliberate renaming of the boulevard serves as a catalyst for vital dialogues on social justice and local heritage, underscoring the importance of acknowledging the past while shaping a more inclusive future.

The Branch Museum of Architecture and Design explores the impact of design in everyday life, working with individuals and communities to create a more equitable, beautiful, and productive future. Through thought-provoking exhibitions, forward-thinking programs, and intentional community partnerships, we aim to investigate the way design matters to us all as individuals, as a community, and to our built environments.

Chapter III: History by Design is a remarkable testimony to the power of community engagement and empowerment that marked the journey towards renaming Arthur Ashe Boulevard. This historic initiative was not an easy feat to accomplish, but it was made possible because of the community's resilience and determination to honor Arthur Ashe's legacy. The chapter takes you through the vibrant town hall meetings and collaborative efforts that united residents to weave a narrative of respect and empowerment. It chronicles the evolution of the project, highlighting the pivotal role of community support in shaping its trajectory.

From the grassroots level to city officials, every voice was heard and valued, underscoring the importance of inclusivity in the design of history. As the narrative unfolds, it becomes clear that Arthur Ashe Boulevard is not just a name change but a symbol of unity and progress achieved through collective action and unwavering dedication. This chapter is a testament to the fact that when a community comes together for a common goal, nothing is impossible.

The Branch Museum of Architecture and Design explores the impact of design in everyday life, working with individuals and communities to create a more equitable, beautiful, and productive future. Through thought-provoking exhibitions, forward-thinking programs, and intentional community partnerships, we aim to investigate the way design matters to us all as individuals, as a community, and to our built environments.

Chapter I: Legacy by Design is a powerful exploration of Arthur Ashe's profound societal impact during his lifetime. From his unwavering commitment to social advocacy to his tireless pursuit of equality, Ashe's dedication to the betterment of our youth and community continues to inspire us all to this day. This chapter delves deeply into the significance of acknowledging and redeeming Richmond's Son and how this initiative is a powerful tribute to his enduring legacy.

Chapter II is a testament to the boundless potential of "Inspiration by Design." Arthur Ashe’s legacy has compelled us to take bold action and craft a vision, narrative, and brand that captures the true spirit of both Ashe and the Richmond community. Our innovative design strategy has ignited a firestorm of passion within our community, driving unparalleled participation and spotlighting the transformative power of design in this historic event.

From Community by Design to Legacy and Inspiration by Design to History and Persuasion by Design, these 5 Chapters will showcase the undeniable power and impact of why design matters. From perspectives of fundraising, community engagement, partnerships, branding, and messaging–the connective tissue of design will be the thread that inspires us all.

The Branch Museum of Architecture and Design explores the impact of design in everyday life, working with individuals and communities to create a more equitable, beautiful, and productive future. Through thought-provoking exhibitions, forward-thinking programs, and intentional community partnerships, we aim to investigate the way design matters to us all as individuals, as a community, and to our built environments.

In this 5 Chapter series, you will experience a journey that illustrates the importance of design in all its aspects for this historical event that elevated our City. You will hear from the team behind the Arthur Ashe Boulevard Initiative and the collaborative effort it took to make history.

From Community by Design to Legacy and Inspiration by Design to History and Persuasion by Design, these 5 Chapters will showcase the undeniable power and impact of why design matters. From perspectives of fundraising, community engagement, partnerships, branding, and messaging–the connective tissue of design will be the thread that inspires us all.

The Branch Museum of Architecture and Design explores the impact of design in everyday life, working with individuals and communities to create a more equitable, beautiful, and productive future. Through thought-provoking exhibitions, forward-thinking programs, and intentional community partnerships, we aim to investigate the way design matters to us all as individuals, as a community, and to our built environments.