Pure Michigan Campaign
Ann Arbor

Motion Design
Visual Identity
Group

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.

Co-Designer - Kennedy Noble

Food, Culture, Adventure

In order to not overwhelm the hungry tourist, we chose to differentiate each major culinary venue seen throughout Ann Arbor.

You can’t have a college town without a few cafés, highlighting the ‘Misfit Society’ for a bold interior.
On the other end of drink venues, ‘The Ravens Club’ is a great atmospheric bar to grab an (thematically fitting) evening drink.
For my personal favorite, what better place to grab a bite that is equally rich in culture and flavor than ‘Frita Batidos’.

The visual direction borrowed from the global village coffeehouse aesthetic, a hand-crafted look that represented the different places to eat in Ann Arbor. We studied linocut stamp artwork to enhance the jagged/worked style, which informed the motion graphics and how they moved.

Yum at U of M

In order for the project to properly embrace the great food of A2, we did some boots-on-the-ground research.

This was one of the final steps to the project and we wanted it to be a nice garnish. For the research team to get a good idea of the various places to eat and drink, we honed our sights on the Cuban delights of ‘Frita Batidos.’

Co-star & Narration - Morgan Newby

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