Traditionally held indoors in January during Detroit’s harsh winter, the event underwent a transformation in 2019. To reinvigorate audiences, the Auto Show was moved to June and incorporated multiple outdoor event spaces, taking advantage of Detroit’s beautiful summer weather. The group that manages the Detroit Auto Show came to us at SMZ to help them create a new and exciting message to compliment the big change for their historic event.

My idea was to rebrand the lengthy "North American International Auto Show" to the more concise and modern "The Show." I created a new mark to accompany the iconic Detroit Auto Show logo (orange angel) and an icon set to complement the new branding, visually representing the fresh elements of the show: food, live music, the city of Detroit, and of course, driving events.

Art Director, Designer