A new development in Corktown—the oldest neighborhood in Detroit—Elton Park needed an identity that was both contemporary and historically relevant. To ensure that the development fit into the fabric of the neighborhood, we conducted extensive research into Corktown’s original buildings, businesses and people. We drew on that research to name the various buildings. We developed an identity that focused on the details to create a hometown feel in the middle of the city. Our work included ideas on how to treat the streetscape experience, signage and wayfinding.