The City of Detroit partnered with TopRight to reshape its identity beyond the auto industry. TopRight developed "The D Brand," a cohesive framework that positioned Detroit as a vibrant city rich in innovation, culture, gaming, music, and sports. This unified vision united businesses and community leaders, boosting investment, tourism, and local pride.
TopRight rebranded Detroit with The D Brand, a unified identity highlighting the city's strengths. The D Brand targeted younger tourists and industries beyond automotive, engaged stakeholders through The D Brand Summit, and enlisted major corporations as early adopters. A multi-channel campaign showcased Detroit’s culture, sports, and innovation to reshape perceptions and drive growth.
The D Brand transformed Detroit’s image, driving tourism, investment, and local pride. Perception surveys showed a national and local shift in the city’s reputation. Within a year, metro Detroit welcomed 100,000 more leisure tourists, adding $68.3 million to the economy, while convention bookings surged. The brand attracted investments in tech and green energy, strengthening economic diversity. Over 200 stakeholders aligned on the vision at The D Brand Summit, ensuring widespread adoption. Most importantly, residents embraced the brand, deepening their pride and advocacy for Detroit’s transformation.
The D Brand helped Detroit reclaim its identity as a hub of innovation, culture, and resilience. By uniting tourism and economic development under a shared vision, the initiative drove growth and strengthened connections with residents and visitors. Detroit now stands as a model for how strategic storytelling and collaboration can transform a city into a vibrant, thriving destination.
