Graphic & Experiential Design
Graphic & Experiential Design
Linkedin is a company focused on making connections and loving the work you do. We wanted to tell the unique story of Detroit as that works hard for everything. To be represented in a way that was authentic, we chose to highlight the people and makers that came before while showing the resiliency and aspirations of the city.
The city grid is a “wheel and spoke” layout, with the “Point of Origin” defining the epicenter. We used this pattern to tell the story of connection.
The first two floors feature the combination of the LinkedIn brand and their relationship to Detroit and the historical building they now occupy. The workplace floors each represent key aspects of the city character.
Initial concepts of the entry floor explored the Point of Origin pattern as digital display that could respond to different stimuli.
As the plan changed for the main reception to be on the second floor, the ground floor entry was simplified to a simple wallcovering based on the initial pattern and a faux neon sign.
Different representations of the pattern continue onto the second floor behind the reception and as felt panels in the barista area.
Over 600 pistons were sourced from a local manufacturer to make the LinkedIn logo to represent the Detroit office as part of the Motor City, built on hard work and precision.
800 pounds of blue tinted metal.
The phrase “Resurget Cineribus“ on the city seal, meaning "It will rise from the ashes," was written after the fire of 1805. This motto holds deep meaning to the city on the verge of another resurgence.
(Initial design concepts included coffee swirls etched from the charred wood surface.)
The previous tenant of this historic building was a local famous chocolate maker. The café hangout has fun little illustrations that reflect this heritage, like these classic bumpy cakes which are also a reference to Henry Ford’s assembly line.
The third floor features Detroit’s transportation. Everyone knows the automobile history, so we also mixed it up by exploring lesser known artifacts like the ferries along the river and the iconic streets.
The elevator lobby introduces the theme of each floor with an installation locally manufactured items. These car grills were all from Detroit built car companies.
Phrases that spark energy for employees always relate back to the theme of the floor.
The fourth floor features the world famous music history of Motown and the birth of techno, but also a few hidden gems only a real Detroiter would know.
Each conference room gets a privacy graphic, but doesn’t lose any style…
… and an illustration opposite of the video conference camera to show off the unique naming system.
Happy clients.
Design Firms: Gensler (graphics), SmithGroup (interiors)
Lead Designer: Elliot Rupe
Co-Designers: Ryan Collier, Lauren Wilson
Creative Director: Janice Cavaliere
Design Manager: Alex Burkholder
Fabricator: CREO Industrial Arts
Photography: Justin Maconochie