Detroit Riverfront Conservancy
Detroit Riverfront Conservancy builds spaces, develops programs, and brings community access to the city's waterfront. As the organization has grown, they have outgrown their original brand system, and asked us to help them clarify and expand it. We developed a unified endorsed brand system for its parks and places along with a complete formal brand guide for the entire organization. With the brand expansion in place, we then strategized, organized, and designed a powerful new website that draws visitors, reaches supporters, and amplifies its impact.
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Our creative team worked with DRC to develop a branded house to reposition widespread riverfront and inner city areas as DRC properties. Our new brand visuals integrate seamlessly with the existing DRC identity with a distinctive, welcoming vacation destination feel.
To ensure continuity and flexibility, our branding team developed a robust set of guidelines for deploying the suite of brand visuals.
Our work for both the branding and websites was based on a strategic discovery process, revealing challenges, perceptions, and positioning for the existing brand.
Our web team overhauled the DRC website with a simplified navigation that guides user to take actions toward the organizations goals, such as registering for events and planning a visit.
Interactive features and thoughtful site architecture help visitors learn about amenities and features.
Our team carried the new brand visuals into an exuberant website design that features the atmosphere and beauty of the beloved destination.
