Graphic design that works, beautifully.
Graphic design that works, beautifully.
Formulating an identity for Detroit’s East Riverfront Framework Plan was all about reflecting a place that was active and engaging, but most importantly representing the community’s voice. The identity was both vibrant and quiet, simple yet flexible.
For SOM, as an employee of SOM
Awards: AIA National Honor Award for Urban Design, AIA Michigan Unbuilt Design
The logo stressed that this plan was for the community and a joint effort between the City of Detroit, Detroit RiverFront Conservancy, urban planners, designers and landscape architects to name a few.
Part of the identity consisted of illustrated icons that highlighted community wants and needs for the area. This encouraged the public to tell us what they wanted to see more of - safe open space, cafes, children’s areas, walking and biking trails, entertainment, transportation options and more.
Working with the icons, we then combined the logo with specific needs they wanted to see on their Riverfront. This successful start to the project spurred a 6-month series of community meetings to continue the conversation.
A website and other printed materials informed and invited the public to partake in different stages of the effort. These included walking tours and community meetings where residents were encouraged to use stickers on maps to highlight areas they wanted to see improved.
At the end of the 6-month community process we unveiled a new logo, turning the “Your” into “Our” and presented a comprehensive master plan moving forward which showcased the joint effort. The plan preserves more riverfront land for public use, generates greater community access to the Detroit River, spurs investment along the East Riverfront, and seeks to continue the transformation of the East Riverfront area from a blighted, industrial area into a vibrant public waterfront accessible to all Detroit residents.