Pure Michigan
Inspired by the various aspects of Michigan tourism, we wanted to highlight the culinary diversity of Ann Arbor. Embracing the restaurants, bars, and cafés that populate the premiere college town of Michigan.
Scope
Visual Branding
Graphic Illustration
Copywritting
Social Media Design Credits
Kennedy Noble

Motion Design—Davin Ordiway

7, 15, 30 Second Advertisement

Developing Ann Arbor
food, culture, and adventure!

Our goal was to craft a culinary tour of Ann Arbor that was both digestible and visually compelling, giving each dining venue its own unique character.

We feature the collegiate staple Misfit Society for its bold café culture, the moody ambiance of The Ravens Club for evening drinks, and the vibrant fusion of culture and flavor at Frita Batidos—a personal standout.

The visual direction was rooted in a hand-made, global village aesthetic. We studied the textured art of linocut printing to develop a jagged, worked-over style, which then guided the animation principles for the motion graphics, informing how each element moved on screen.




Social MediaIn developing the social media design, my goal was to reflect both the character of Ann Arbor and the people who define it. By embedding the city’s imagery into the logo mark itself, I created a visual symbol that seamlessly unites these two concepts.


Colors & Assets.

Colors

When choosing the colors to re-define Pure Michigan : Ann Arbor. We choose colors that pay homage to the orginal brandthe spotlight resturants featured in the campaign with shades of yellow, blue, red, and purple to highlight our campaign essence.
Assets

Drawing again from our brand essence, we extracted the core keywords: eat, enjoy, and explore.

We have translated these words into intuitive iconography that showcases what it feels like to expireince Ann Arbor with a fresh set of eyes.





Process