MICHIGAN STREET CORIDOR MUNICIPAL BRANDING

This work was completed under contract for Burch Branded as part of their rebrand for the Michigan Street Corridor Improvement Authority.

Michigan Street was positioned by Burch Branded as more than infrastructure, serving as a connective artery linking medical innovation, small businesses, nightlife, housing, and culture within a rapidly evolving area of Grand Rapids. The visual system was designed to reflect that energy through a language rooted in movement, pavement, and people.

Working within Burch Branded’s creative direction and client brief, Antics executed the visual identity and art direction for the brand system. The logo and supporting visuals draw from the physical characteristics of the corridor including street lines, elevation changes, directional flow, and the constant movement of people throughout the area. The result is a bold, modern mark that feels civic in tone while remaining contemporary.

The design language extends beyond the logo. Graphic elements reference painted street markings, diagonal movement lines, urban textures, and layered depth. Custom gradients derived from the established brand palette add a sense of motion and modernity. Photography direction emphasizes real activity and lived experience, presenting the corridor as an active environment rather than a static location.

Typography was selected for clarity and structure, balancing public-facing legibility with a modern aesthetic. The system was designed to scale across signage, digital platforms, social media, wayfinding, and public communications.

This work supported Burch Branded’s vision of positioning Michigan Street as a symbol of growth, momentum, and the people who move through it every day.