City Modern

BRUSH PARK SALES CENTER

Services

Experiential Design
Branding
Copywriting
Creative Direction

The overall goal of the center was to not only drive sales, but also inform and delight visitors. I was brought onto the project and briefed after the brand identity and print/digital elements had already been developed, and was tasked with ideating on experiential concepts for the sales center. I was put in direct collaboration with Interior Design Studio, Patrick Thompson Design, as well as local large-format printing and fabrication vendors, Tectonics and The Display Group. We utilized Sketchup to create a 3D model of the space, so we would be able to show the client how the concepts would look and work together cohesively in the space.

The first main element in the space, was the hero wall that visitors saw as soon as they entered the building. In general, we wanted to provide as much dimensionality and depth as possible to the various elements. The concept was that when potential buyers were to walk by in one direction, they would see the full rendering, and in the opposite direction, the City Modern color palette.

The second main piece that I worked on was the location map. Alongside partner, The Display Group, we came up with this CNC-routed polyurethane foam idea. The routed areas created pathways that would represent the local roads and nearby highways. Everything else was 3D-printed (stadium icons, neighborhood icons, etc).

Utilizing 3 of the 5 pillars; Dine, Shop, and Live, I decided to incorporate a full numbered list on both side panels of every restaurant, bar, shop, school, church, and entertainment venue we could find within the boundaries of Brush Park, Downtown Detroit, Midtown, and Greektown. I also developed a numbering and color-coded system which coincided with the list, and placed every dot by hand.