• The Project


    An adaptive reuse hotel in the former Detroit Fire Department headquarters, located in downtown Detroit.

    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.

  • Our Solution

    We wanted to capture the essence of the Motor City. The hotel was meant to be a place that was very much “of Detroit”, of its citizens, and of its spirit. We wanted the brand to inspire, to be a beacon that represented the largest urban renaissance in American history. Infused with elements of design from Detroit’s golden age, the municipal and utilitarian styling of city hall typewritten memos and budgets, inspired by the artifacts left by the fire department’s offices in the building.

  • " Coming home to Detroit "