Our design question that guided our overall process was: How might we launch Shops on Six as a new retail destination and neighborhood responsive brand that attracts residents, locals, and visitors year round?

Shops on Six coming soon! Photo owned by Live6 Alliance.

Since the branding of Shops on Six was already defined with a playful color palette and unique logo, we focused on how we could direct that identity to build awareness and excitement surrounding the Grand Opening of the space. We also sought to inform a strong, sustained presence on social media and the streets of the neighborhood well after the doors open for the first time. The Shops on Six branding is distinctly its own, so it is important to curate an individual identity in marketing as well. Our starting point consisted of a limited digital presence, but there was strong potential to produce materials that utilized the branding and highlighted the five anchor vendors. Understanding how to build from this starting point, alongside key stakeholder feedback, guided us throughout this project.  

While focusing on Marketing and Promotions, as a team we were able to speak with industry experts and vendors who were a big part of our Stakeholder interviews. One of the stakeholders highlighted the importance of addressing the diverse target audience this corridor serves which includes long-term and life-long residents, students, local business owners, and visitors. This meant that a one-size-fits-all marketing approach would not be effective, and our deliverables needed to reflect multiple entry points for engagement. We also learned that short-form videos are highly successful in the age and era of smartphones. The stakeholders collectively emphasized the importance of the community anchors on the Livernois and McNichols neighborhood which included the Marygrove campus, University of Detroit Mercy campus, Fitzgerald park, and the various local businesses on the corridor.

Interviewing Fred Paul, Associate Director at the New Economy Initiative and Founder of °Fahrenheit 313 with the Small Business Team.

Interviewing Brandee Cooke, Executive Director for 100k Ideas, Shops On Saginaw with the Small Business Team.

In response to what we learned, our team created a 90/60/30 project and timeline management tool for the Shops on Six launch and roll out, standard operating procedures around social media for future Shops on Six staff, templates for visual calendars that can be shared on social media or can be printed out for distribution, a visual identity guide pulling together and streamlining existing branding materials for easier implementation, and additional suggestions including loyalty programs, vendor spotlights, live demonstrations, and collaborations.

Interviewing Sydni Warner, Founder and CEO of The Duey Dealer, a Shops on Six anchor brand, with the Small Business Team.

Thank you to the Live6 team—seeing the connectivity with the community and each other on and off the corridor was a highlight. Live6 cares about its people and wants to pour into their partners and community as they do them. We would like to thank our liaison Paul Schreiber, Caitlin Murphy, and the entirety of the Live6 staff. Special shoutout to Live6’s very own and our fellow Fellow, Kwesi Huffman, as he’s been a huge help in understanding Live6 and their vision of Shops on Six.

Presenting at Marygrove as a team.

For our winter project we partnered with Live6 Alliance, “a neighborhood-based community planning and development organization working to advance economic development strategies that increase opportunity and enhance the quality of life in Northwest Detroit.” Our project was focused on supporting Live6’s mission. Teams of Fellows worked alongside the Live6 Alliance team – Caitlin Murphy, Chanale Greer, Dennis White, Paul Schreiber and Taqee Vernon – as well as engaged with stakeholders, including small business owners, subject-matter experts, community leaders, residents and neighbors.

See other team blogs about our project with Live6 Alliance here.