Detroit Riverfront Conservancy

Art Direction, Branding

A new visual identity for a city celebrating 10 years of transformation, and decades of innovation.

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So important was the riverfront to the economy, infrastructure and people of Detroit that French settlers named the city after its proximity to the river. They didn’t do that with Chicago, or with St. Louis, or with Cleveland. The splendor of Detroit’s riverfront is unique to the city.

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I was tasked with personifying the improvements that the Detroit Riverfront Conservancy has been able to accomplish on a grand scale. The riverfront is not just better than it was ten years ago when blight and decay had taken over, it’s better than it ever was. Their new identity reflects that.

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The goal for this project was to create a new brand identity that will immerse guests in the revitalization, so that they walk away converted, on fire with a passion to evangelize what is happening on the riverfront. This was branded as the Riverfront Revival.