Setting the Stage

In 2015, Detroit Venture Partners hosted a high-energy pitch event in the heart of Downtown Detroit, where a dozen innovative CEOs showcased their startups to approximately 200 investors. This gathering spotlighted the city’s burgeoning entrepreneurial scene, aligning with Detroit’s broader revitalization and setting the stage for a bold rebranding effort.

Genius.com founders Tom Lehman and Ilan Zechory giving their pitch.

Reimagining Detroit’s Identity

Detroit was at a turning point, shedding its outdated reputation for urban blight and embracing a vibrant era of revitalization, fueled by billions in investments, major corporate relocations like Quicken Loans, and new landmarks like Little Caesars Arena. My challenge was to craft a visual identity that captured this renewed spirit and reshaped how the world sees Detroit—distinct from the skyscraper hustle of New York or the sunny glamour of Los Angeles. By deeply understanding the city’s evolving perception and its pride among Michiganders, I led a bold creative direction defined by vivid colors, clean vector shapes, and high-contrast flat design. This modern aesthetic mirrored Detroit’s resurgence, projecting a forward-thinking, dynamic identity that celebrated its comeback and inspired pride, without echoing past struggles.

The auditorium

Additional seating was available in an overflow room where networking also took place.

My event badge

Growing Through Collaboration

The Detroit Venture Partners event, early in my career, was a masterclass in working with non-creatives. As stakeholder feedback poured in, I realized my role wasn’t to blindly follow every suggestion but to advocate for the best design solutions. By learning to articulate the “why” behind my ideas, I turned differing perspectives into shared goals, fostering trust and driving a stronger outcome. This lesson in bridging creative divides has guided my approach ever since, transforming challenges into opportunities for innovation.

Here are 3 pull outs from the presentation deck given by the host.

Driving Impact in Detroit’s Startup Scene

My creative direction for the 2015 Detroit Venture Partners pitch event transformed it into a vibrant showcase, elevating the visibility of 12 innovative startups to nearly 200 investors. By crafting a bold visual identity with vivid flat design, I helped spotlight Detroit’s entrepreneurial resurgence, fostering meaningful connections that fueled startup growth and investor enthusiasm. The event’s success strengthened the city’s tech ecosystem, drawing attention from regional stakeholders and reinforcing Detroit’s reputation as a hub for innovation.

With 200 attendees, the event likely generated hundreds of follow-up meetings or introductions, as DVP leverages its Quicken Loans network for connections. A conservative estimate might be 50–100 investor-startup interactions sparked.

DVP’s 2015 Demo Week was part of a broader effort that supported 90 companies by 2024, suggesting this event contributed to a pipeline that later saw 5 unicorns and 15 acquisitions.