community Engagement

An identity made for and by Detroiters.

When we began this work, we knew that this greenway’s identity needed to reflect the unique needs and perspectives of Detroiters. To do this, we needed to build a design process that was rooted in intention, listening, and a heartfelt respect for Detroit and her people. Part of the work of the greenway is empowering residents to shape their own neighborhoods. It involves asking ourselves what the greater meaning of this project is—and how it translates to implementation in each neighborhood. And it demands that we find a way to create something that will realize the collective vision of the life-long residents.

community Engagement

The role Joe Louis will play in the greenway’s identity is an equally important consideration. As his namesake, it must both honor and further his legacy.

But we must ask ourselves how we can make his legacy resonate with Detroiters 80 years later since he first found fame? And how can we do this by focusing on the future, not the past?

We established three main processes to drive this work: Historic Research, Community Engagement and a Collaborative Design Process.

design outcome

Through a year-long process, we engaged countless Detroiters who quickly became passionate collaborators.

We worked closely with them—gathering input through exercises and one-on-one conversations—to guide the distinctive look, feel, form and meaning of the Joe Louis Greenway brand identity. In this process, it was of utmost importance that the brand identity be made for and by Detroiters—and that it embodies the desires of committed residents who live here, grew up here and are looking forward to how the greenway will contribute to their neighborhoods.

and, the finale

At the end of the branding process we met with the Joe Louis Barrow family over Zoom to share the Joe Louis Greenway brand strategy and visuals.

Some of the most wonderful people I’ve ever met. They received it very well and made a lasting impression on us!