CDS X Detroit
Rebranding Communication Design And Strategy At CCS
Project Brief:
This campaign celebrates the synergy between Detroit’s ability to thrive, innovate, and create an artistic legacy alongside the College for Creative Studies (CCS). Drawing on the city's dynamic energy and CCS's transformative role in Detroit’s cultural revival, the campaign highlights how CCS empowers its students to leave a meaningful and creative impact. The deliverables include a motion graphic piece, Instagram content, and a vlog, each designed to captivate out-of-state junior and senior high school students interested in pursuing design. We emphasized the core identity of Detroit as a city of transformative unity and creativity, aligning it with CCS’s ethos: We Think. We Play. We Make.
Tags:
Insights:
Our research revealed the deep connection between CCS and Detroit, particularly through its partnerships with local employers, donors, and creative initiatives. Detroit’s history of resilience and innovation mirrors CCS’s role as a creative hub. By tapping into the city’s character–gritty, industrious, and inspiring–we aimed to position CCS as the ideal choice for out of state students looking to fuse creativity with strategy.
Audience:
The campaign looks for out-of-state junior/senior high school students with an interest in design. These students are searching for an institution that not only fosters artistic talent but also prepares them to make a tangible impact. The messaging resonates with individuals seeking a vibrant, real world learning environment that’s intertwined with a rich cultural heritage.
The Mess And Play Of Design
What I Learned:
Through researching Detroit’s connection to CCS, I gained a deeper appreciation for the role of storytelling in design. Celebrating Detroit’s grit and creativity while positioning CCS as a catalyst for transformation taught me how to craft narratives that inspire and resonate with a diverse audience. As well as working on the jumbo graphics provided valuable experience in designing for larger scale formats, pushing me to think critically about how visual elements translate to physical spaces. It required me to consider visibility, impact, and cohesion from a distance while maintaining the intricate details that tell a compelling story up close.