The objective of this creative project is to investigate the process and principles of designing within and for the downtowns of small, Midwestern towns of the United States. The main focus is the definition of urban character and identity of “place”, as well as exploring ways to preserve and enhance the character and the identity of these downtowns. It uses Greensburg, Indiana as a case study to illustrate possible implementation of these processes and principles.With its focus on urban character and “identity of place”, this study investigates the different characteristics that exist in downtown Greensburg, and applies established urban design principles in order to preserve the town’s historic character while improving its vitality.This study generates beautification and development guidelines, as well as recommendations that will help in process of the redevelopment of downtown Greensburg. This study also offers examples of how these guidelines can be applied in different local contexts, and buildings in the downtown. / Department of Architecture