Diamond in the Rough

Long home to innovators in the automotive industry, the former site of buggy manufacturers, race car builders, and the GM stamping plant, Waterside is poised to reshape and expand the city’s urban core. Plans include channeling the river inland to create waterside property throughout, new housing, parks, entertainment venues, restaurants, public art, and new corporate workspace. All key pieces to a thriving metropolitan district.

103-acres of Anticipation

The Waterside development is a massive undertaking—one that has the whole city watching—but it began as a blank slate. To tell a compelling story about something that doesn’t exist yet, we juxtaposed the forgotten history of the site with the modern vision of the future to create a visual brand that echoes Ambrose’s respect for their roots and their ambitions. We created a teaser video to build interest and anticipation, a website to introduce the development in-depth, and organized an event near the site to officially announce the name and vision for the project.