Insights

Art X Detroit 2013, a marketing and promotions campaign developed by Trent Design, was chosen as one of the 350 best designs in the U.S. in the 2014 Regional Design Annual representing the best in the Midwest.

The Regional Design Annual, the most respected design annual in the industry, is essential reading for every graphic designer and art director. It serves as a stunning catalogue of the most innovative work being done coast to coast in the United States across six regions: the South, Southwest, Midwest, East, Far West and New York City.

The six regional judges evaluated nearly 4,000 entries and selected winning projects that demonstrated an ideal mix of design, communication concepts, strategy and execution.  Designers and creative teams representing individuals, small firms and major corporations and organizations were among the entrants.

Background: Art X Detroit 2011 was Huge Success
Trent Creative had created the wayfinding and guerrilla marketing for Art X Detroit 2011 and was pleased to see it return to Midtown in early 2013 with an expanded list of offerings. The 5-day exhibition of dance and musical performances, literary readings, workshops, panel discussions and public art with special exhibitions, was hosted at more than a dozen venues and saw huge crowds.

Challenge: Elevating the Art X Detroit Brand
Coming off of the success of Art X Detroit 2011 there was a need to elevate the visual brand for a greater ‘wow’ factor. The Art X Detroit’s second bi-annual event committee also requested that the identity should better reflect the high quality fine arts presented by the Kresge Eminent Artists.

Solution: Design and Execute a New Logo, New Color Palette & Style Guide
A new logo and color palette was designed to be more current and was worked into the full identity system as a stand alone symbol. The poster, brochure and rack card were crafted to be cutting edge, memorable and powerful by focusing on the powerful imagery of the X and the boldness of the color magenta. Because of the time of year, we are fortunate that we can play off of the bright colors that stand out from the greyness of the environment.

Result: Success Event and National Award
The new identity worked seamlessly across all audience touchpoints both online and offline and our campaign is a Print Regional Design Annual Winner. The 2nd Art X Detroit 2013 was another success. For 2015, filmmakers will be added and the event will expand to 10 days. Once again, Trent Creative has the honor of working with Midtown Detroit Inc. for the 2015 Art X Detroit event.

Thank you Print Magazine, Midtown Detroit Inc. and Kresge Foundation!