• The Project


    The Detroit Foundation Hotel sits in the former Detroit Fire Department headquarters. The property is on the national register of historic buildings.

    Concept, Brand Positioning, Naming, Logo & Identity, Collateral, Signage, Custom Artwork, Uniforms, Programming


  • The Goal

    To create a brand that could embody the resurgent spirit of Detroit's people, and serve as a foundation for the community for many years to come.


  • The Solution

    With the design concept focused on "coming home to Detroit", the hotel conveys the essence of the Motor City by building a place very much of Detroit, of its citizens, and of its spirit. We sought to inspire Detroit with a beacon representing the largest urban renaissance in American history. The design and brand messaging attracted local artists and businesses to want to take part in the story of the hotel, and make their mark on what was sure to become a Detroit icon. Infused with elements of municipal design from Detroit's golden age, we were inspired by found documents and artifacts left over from when the building served as the fire department headquarters.