Techtown

Public + Nonprofit

Detroit's home for
entrepreneurs.

TechTown offers a 360-degree touch on entrepreneurship for anyone with an idea and a desire to make an impact. Comprehensive programs and personalized resources support the real-world application of ideas, driving economic impact for Detroit and beyond.

TechTown stands proudly on its twenty-year record as Wayne State University’s entrepreneurship hub, but its brand identity didn’t fully capture the depth of its impact. The organization needed a brand that could honor its 20-year legacy while embracing its continual evolution — one that celebrates both where it’s been and where it’s going.

Client

Techtown

Wayne State University

Detroit, MI

Scope of Work

Brand Strategy
Brand Design
Art Direction
Digital Strategy
Web Design
Design Systems

Our communities are strongest when we’re the ones investing in them. The new TechTown brand reflects that spirit of dynamic connection and shared growth. Its refreshed color palette expands on Wayne State’s green and gold with TechTown’s signature blue and a fresh mint green — a nod to innovation and renewal.

The wordmark was designed to stand confidently on its own or pair seamlessly with the Wayne State logo, underscoring themes of collaboration and unity. Together, these elements express TechTown’s role as both a guide and a partner in growth — making an impact while staying deeply rooted in community.

Digitally, the redesigned TechTown website brings clarity and focus to an organization with a vast network of programs, resources, and stories. The navigation was restructured to simplify what had become an overwhelming experience, streamlining the user journey into three clear paths and organizing additional information into intuitive dropdown menus with strong calls to action.

To support TechTown’s continual growth, a flexible system of components was developed — allowing the team to easily build new sections as programs evolve and services expand. Throughout the site, storytelling plays a central role, highlighting the entrepreneurs, innovators, and small business owners who have found success through TechTown’s support and who now help drive Detroit’s economy forward.

Next Project The Boulevard