"Our new brand provided us with the foundation we needed to move the needle on Detroit tourism and economic development, and has been an important player in reshaping perceptions of the city and the region.”
Larry Alexander, President, Detroit Metro Convention & Visitors Bureau
BRAND CHALLENGE:
• Reverse persistently negative perceptions about Detroit
• Reposition the city and region for renewed appreciation and growth
• Identify and define competitive advantage
• Build consensus among stakeholders with divergent agendas
• Encourage widespread, ongoing grassroots brand adoption
• Reverse persistently negative perceptions about Detroit
• Reposition the city and region for renewed appreciation and growth
• Identify and define competitive advantage
• Build consensus among stakeholders with divergent agendas
• Encourage widespread, ongoing grassroots brand adoption
PROJECT ELEMENTS: Brand Strategy, Visual System
Part of a multi-year initiative to boost tourism and economic development for the Detroit Metro Convention & Visitors Bureau. The D Brand platform and narrative, as it came to be known, laid the groundwork for a $90 million increase in tourism revenues and a doubling in convention bookings in the year before the Great Recession. In 2016, Applied Storytelling with visual work led by Cynthia Murnane, updated the original brand visual identity.
