LAUREN’S
DESIGN WORKsimply loud Summer Brand identity: Detroit’s Tourist Desination
May 2026-august 2026 | 216 E. Milwaukee St. Detroit, MI 48202
This work has been created as part of my job at Simply Loud Cannabis Co, a local and black-owned Detroit dispensary in the heart of New Center. In May 2026, my manager gave me a series of AI-generated examples on which to base a new visual identity for the store’s upcoming summer season. In the examples, there was a feeling of tropical tourism, but still included the Detroit skyline and other imagery.
I DO NOT USE ANY GENERATIVE AI FOR ANY PART OF MY CREATIVE PROCESS. Any assets used in my work, if they are not directly authored by me, are obtained through paid licensing, open source hubs, public domain, or other freely accessible online resources.
This, combined with some of the logos, colors, and image style in the example, gave me the idea to combine the vibrant, tropical palm trees with the sunsets of the sparkling Detroit city on the river, giving it the feeling of a coastal tourist destination that many people come to visit our store from, like Miami or Los Angeles. I then put together a color system, image system, and typeface pairing to show my director, and after being given the green light, developed a cohesive set of brand assets to be used both for the store’s social media and for TV and printed signage.
Deliverables:
Social Media Content & Reels || Digital Graphics || In-Store Motion Signage || Printed Flyers & Signage
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To Be Continued...
Working in the Detroit community and being able to contribute meaningful design materials to a place I enjoy shopping and working at is a really big deal to me. I am so thankful to my managers Trinity, Marjorie, and Abs, as well as the owners of Simply Loud, for their continued support and guidance as I expand my portfolio and skills while they give direction and continue to trust me and my work. Not everyone is lucky enough to work in one of their target industries straight out of college and be able to apply their skills on a near daily basis, in a way that gives me a unique sense of purpose and feeling of moving forward. Stay tuned for more updates and even bigger projects!
-L
LAUREN’S
DESIGN WORK