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Old Town Commercial Association

Brand Development
Place Branding
Spreads from the Old Town Brand Guidelines, including the pages for: the cover, taglines, tone of voice, the logo, co-branding, and color palette.

A refreshed brand identity that honors Old Town’s history and independent spirit while creating a more cohesive, polished presence for its future.

Colorful t-shirt with a branded floral decoration and the words: "Rooted in history. Alive with possibility."
Olive green flyer for "Your weekend in Old Town." Listed are placeholder events and dates.
Street banner that reads: "Historic streets with a new soul" with a brick-like pattern created from the logo's icon.
Beige dad-hat featuring the Old Town logo in orange.
Rooted in character. Alive with possibility.

Approaching its 30th anniversary, the Old Town Commercial Association sought a refreshed identity that reflected both where the iconic Lansing district came from and where it is headed. Redhead developed a condensed brand platform and complete visual identity that connects the OTCA to the distinctive place and story it represents, balancing historic character with creative energy and forward momentum.

Inspired by Old Town’s multicultural roots, the new visual identity incorporates cues drawn from brick and craftsmanship, nature and plants, and papel picado. A flexible icon, vibrant palette, typography system, and practical brand tools give the OTCA a cohesive presence across its communications while preserving the district’s unmistakable personality.

Laptop decorated with Old Town branded stickers. One reads, "Old Town, Lansing Michigan" featuring the floral orange brick icon of the logo. Another reads, "Weird, Whimsical, Wonderful."
Light purple tote with branded floral decoration and "Old Town Lansing, Michigan" below it.