Detroit Regional Partnership
Overview
Detroit has always been built to move, cars, ideas, industries. But when DRP set out to launch its Verified Industrial Properties (VIP) program and online portal, it wasn’t about nostalgia. It was about momentum. They needed to cut through the noise, remove the red tape, and make it easier for site selectors and brokers to see Detroit for what it is: a region ready to build the future.
The mission was clear, to attract more business to the 11-county metro area by making industrial real estate simple to search, verify, and claim. But the real challenge? Getting the right people to take notice.
Capabilities
Brand Personality
Brand Archetype
Brand Positioning
Brand Promise
Market Research
Competitive Research
Market Differentiators
Key Messaging
Tagline
SWOT Analysis
Brand Voice
Visual Identification
Brand Expression
Brand Guide
Style Guide
Collateral Design
Social Media
Public Relations Campaign
Marketing Campaign
Web UX Consulting
What We Did
We started by looking outward into what economic development leaders across the country were doing, and more importantly, what they weren’t. Then we turned inward, crafting a strategy rooted in bold clarity and undeniable value. We created the brand, the creative, the messaging, and the go-to-market plan. We complemented it all with earned media outreach and a positioning idea that turned heads: “A Site to See.”
More than a tagline, it became a rallying cry. A signal that Detroit’s industrial landscape isn’t just open for business, it’s verified, valuable, and visible.
Since the launch, the VIP portal saw a 300% increase in traffic, engagement, and listings over the first 8 months. Site selectors showed up. Brokers leaned in. And the region’s industrial strength got the spotlight it deserved.
The industry took notice too, earning CRIMSON a Communicator 30th Badge Award of Distinction. But more importantly, it put Detroit back where it belongs: in the driver’s seat.
