248 584 3300 T

248 584 3303 F

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An Innovative Detroit Development

Brand + Form

Zoyes | Exchange

Situated at a convergence of Detroit’s eclectic city districts, including historic Greektown, Exchange offers the perfect center point for city living. As one of the city’s first Lift-Build developments, the brand is rooted in the idea of innovation and connectivity.

Zoyes created a brand that acts as a visionary mix of architecture, design, technology and lifestyle. Research and discovery informed a strategic logo design, inspired by the development’s geographic location and values, with type styles and patterns providing a suite of additional assets to inform the building’s future wayfinding and marketing collateral.

  • Research & Discovery
  • Brand Development
Zoyes | Exchange

A Connective Logo

The Exchange logo is soft, smooth, and above all modern. It is structured, but welcoming, unexpected in its warmth and composition. It represents a home like no other, connecting its tenants to the world, through the unique pairing of letterforms. The strong diagonal presence creates an immediate connection to the building’s unique location, at a convergence of streets.

Zoyes | Exchange

Strategic Visual Texture

Inspired by the strong diagonal used in the logo and the position of the physical building, the brand pattern is a geometric representation of connectivity. The overlapping nature of the Exchange color palette creates an aesthetic that is equal parts comforting and home-centric while remaining architecturally smart and innovative. The pattern was strategically created to accent the logo, showcase the color palette, and create visual interest within a strikingly minimal suite of assets.