Built in 1924, the Hotel Eddystone is a once-condemned historic building that is being renovated to become one of Detroit’s premier urban living destinations. Located in the heart of Detroit adjacent to Little Caesar’s Arena, The Eddystone is primed for resurgence with a new identity, revitalized architecture, and coinciding growth of the downtown Detroit area. 

My role was to create a new identity that speaks to the building’s Renaissance architecture and historic beginnings while preserving what makes the Detroit area so special: community. Working with a small team of designers at SPD, I also led efforts in specialized room naming and signage design for interior and exterior applications.

The identity comes to life in interior and exterior signage, which creates a welcoming home atmosphere for tenants. Trunk rooms on each floor of the building offer tenants fun and functional lifestyle spaces for their leisure. Here you can play some of your favorite arcade games, sit comfortably with your favorite book, or even record your own podcast. The interior signage aesthetic draws heavily on the concept of these trunk rooms and the system is designed as a reinterpretation of a vintage trunk in sign form.

My role: Naming, moodboards, logo design, illustration, color, identity development, interior signage concept