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News & Press: FOCUS

Destination Branding Comes to Downtown Lansing

Thursday, January 4, 2018  
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In 2016, Downtown Lansing Inc. (DLI) was awarded a branding service from Michigan Main Street to develop a destination branding initiative for downtown Lansing. DLI worked with Ben Muldrow, from planning, branding and preservation firm Arnett Muldrow & Associates on this project. A core team of community branding leaders directed the venture and Muldrow met with more than 50 key stakeholders during the design process.

During this same time, DLI partnered with the City of Lansing, Greater Lansing Convention & Visitors Bureau (GLCVB) and the Lansing Entertainment & Public Facilities Authority to hire Corbin Design to conduct a wayfinding and signage analysis of downtown Lansing to evaluate the methods people use to navigate to and from downtown destinations. As a result of this analysis, it was recommended that downtown Lansing establish four new districts while reinforcing the existing REO Town and Old Town districts.

“The Greater Lansing Convention and Visitors Bureau is pleased to be a partner in the launch of a comprehensive wayfinding system for Lansing, GLCVB Senior Vice President and Chief Operating Officer Julie Pingston said. “The experience for visitors to our community will be greatly enhanced as they are able to more easily navigate around town to find our attractions and available parking.”

To help downtown Lansing capitalize on its many visitor destinations and amenities, four new downtown districts have been created to help simplify and strengthen the visitor experience: Capital Complex, Washington Square, Riverfront District and Stadium District.

In addition to a unique name, each district is also visually represented through an individual color that is used on wayfinding signage. Through efforts with branding consultant Arnett Muldrow & Associates, each district also has unique logos that correspond directly with the naming and coloring conventions of the wayfinding system.

“Downtown’s new destination branding and wayfinding system will help Lansing continue to move forward in our quest to become one of the great Midwestern capital cities,” Mayor Virg Bernero said of the initiatives. “I’m glad to see so many key stakeholders invested in these projects. The new wayfinding navigation signs will help visitors find all the great attractions in downtown Lansing and allow us to put our best foot forward.”

The wayfinding system is being implemented in two phases. Phase 1 consists of gateway, parking and vehicular traffic signs and Phase 2 is pedestrian signage and kiosks. Installation of Phase 1 was completed in December and Phase 2 will be installed in 2018.

Click here to download the January issue of FOCUS.

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