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Brand + Form
The Assembly – a diverse collection of residential, commercial, and retail spaces in Detroit’s vibrant Corktown neighborhood – unites Detroit’s industrial heritage with the future of city living.
In collaboration with the developer, Bedrock, Zoyes created a brand that exemplifies the spirt of the community and its residents – embracing the building’s historic roots and Corktown’s thriving creative culture.
Detroit’s oldest neighborhood, Corktown is home to a diverse array of beautiful Victorian architecture, celebrated drinking and dining establishments, and a burgeoning creative class. The Assembly brand reflects this dynamic character through the use of highly tactile materials and an eclectic design aesthetic that floats between the raw and the refined.
Inspired by the spirit of creativity and collaboration present at the heart of The Assembly, Zoyes began to express the brand across a variety of touchpoints, including print materials, a custom website and resident portal, and environmental wayfinding graphics.
Working alongside Bedrock’s architecture team, the Zoyes Form Studio created a suite of renderings to help visualize the impressive scope of the renovation process – breathing new life into one of Detroit’s historic architectural gems.
To help tenants navigate the parking deck, Zoyes created colorful wayfinding graphics that serve as both navigational tools and a bold extension of the brand. Each floor is emblazoned with a designated color and geometric pattern, creating simple reference points for location. The overarching theme of vibrant shape and color culminates in a 160’ long hand-painted mural spanning the entirety of the first floor’s massive central shear wall.
