Detroit, MI (PRWEB) April 21, 2014
One of the most prominent historic buildings in Detroit, The Block at Cass Park, was originally built by architect Albert Kahn in 1928 to serve as the S.S. Kresge World Headquarters. In recent years, a group of private investors that includes Wayne State University purchased the building to provide office spaces for businesses in the Motor City. The group approached creative agency CRP with the challenge of renaming and re-branding the building to appeal to a contemporary, forward-thinking business community.
“We want to provide a place where community groups can meet and hold events. Ideally the building will have a vibrant mix of professionals, creatives, designers, and neighborhood residents/groups coming and going on a constant basis,” says Ian Studders, associate director of leasing and retail services for WSU.
CRP proposed “The Block at Cass Park” as a nod to the immense size of the building (which takes up an entire city block), as well as the role that the building aims to play in the community. The building is part of “the block” or neighborhood of Cass Park – a location that now aims to be a hub for businesses, events, and local residents. The identity reflects the signature Art Deco style architecture, brass finishes, and patina-covered copper mansard roof used by Kahn in the original design of the building. The unique façade is represented in the identity through the use of abstract lines and lends itself to a versatile patterning and iconography system for future brand extension.
“Working with CRP’s team was easy. They anticipated our needs, easily incorporated our feedback, and produced a brand that will help drive our business for years to come,” recounts Studders.
The rebrand of the building and its new purpose in the community comes at a time of immense change in Detroit’s Cass Corridor. Located just north of the city’s downtown district, this neighborhood is the future site of the Detroit Red Wings hockey arena and a 45-block entertainment district.
CRP is a full-service creative agency that has been an industry leader in award-winning custom packaging and design for over 35 years. The company’s design division is based in Seattle, WA and specializes in brand development, graphic and web design. Sales and sourcing offices are located in Seattle, Houston, and Chicago. CRP also operates three regional distribution centers across the United States to support packaging distribution. More information about the agency, its partners and services can be found on their site at http://www.crpkg.com.