Jefferson Hub
Naming
Brand Identity
Creative Direction
Messaging and Tone Development
Signage and Collateral Design
Jefferson Hub was created to strengthen connections across Detroit’s east side by bringing residents, entrepreneurs, and local partners together under one roof. Our team was asked to define the brand from the ground up, creating a name, identity, and voice that could speak equally to community members and institutional partners.
We built a brand that feels both grounded and forward-looking. The identity reflects the rhythm and resilience of the neighborhood while offering a fresh, professional foundation for growth. Clean typography and a flexible color system balance warmth with structure, while custom letterforms in the wordmark add a sense of humanity and motion.
The tone of voice was designed to sound personal, direct, and community-centered. Every phrase avoids formality or institutional language, inviting people in rather than talking at them. The resulting system is accessible, confident, and easy to apply across signage, outreach materials, and digital communications.
The brand guidelines have become a reference point for future collaborators and a visual anchor for neighborhood communication. The Jefferson Hub identity embodies what the project stands for: connection, collaboration, and shared growth rooted in place.
