A New Brand on “The Block”

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 purchased the building to provide office spaces for businesses in the Motor City, and approached CRP with the challenge of renaming and rebranding the building to appeal to a contemporary, forward-thinking business community. Representatives from the building’s leasing office approached us with the challenge of renaming and re-branding the building to appeal to a contemporary, forward-thinking business community. Associate Director of Leasing and Retail Services Ian Studders wanted to provide a versatile space that “a vibrant mix of professionals, creatives, designers, and neighborhood residents” would feel comfortable using on a regular basis.

Our team 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. 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 will drive our business for years to come.” – Associate Director of Leasing and Retail Services, Ian 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.

View the full Block at Cass Park case study here.

To read more about the Block at Cass Park and its plans for future growth, click here: http://www.detroitnews.com/article/20140319/BIZ/303190093.