An iconic sports arena. A family legacy. Five distinct neighborhoods. When Olympia Development began planning a new sports and entertainment venue for the Detroit Red Wings (Olympia Development later announced a joint venture with the Detroit Pistons) in an area that connects downtown to Midtown, they had a vision for much more than just an arena. We presented a strategy. A strategy that defined a cohesive identity for the 50-block, five-neighborhood development that captured the larger-than-life Ilitch energy while remaining authentic to the existing neighborhoods.
Identity Strategy | Brand Definition | Brand Architecture | Visual Language | Brandmark Development and Design | Naming | Event Design