LKF created a brand where the past meets the future.
Treystar’s efforts to transform the alley adjacent to three of its East Michigan Avenue properties into a multi-use space for gatherings were put into motion in Spring 2020. Having previously worked with the property development company on branding for The Foundry and other projects, LKF Marketing was entrusted with creating a logo and identity for the project known as the Haymarket Plaza.
LKF created branding for the entire Haymarket Campus. This included The Haymarket Building, Main Street East, and The Monroe Building, which was formerly known as, both Building 151 and the Kalamazoo Savings Bank.
Paying homage to the Haymarket Campus’ historical charm, LKF stylized the logos to reflect the longevity and character of the Haymarket Campus and establish The Haymarket Plaza as a welcoming addition to downtown Kalamazoo.
The property’s individual logos complement one another by displaying the campus’ recognizable skyline when placed together. Additionally, the logos coordinated with Treystar’s overall color scheme and branding aesthetics.
The individual and combined logos have been used for media releases, shirts, and other promotional materials related to the Haymarket Plaza project.
Account service, copywriting, experience design, graphic design, public relations, strategic planning, vendor management