Branding and Website

The Ask

As the turnaround consultant to the City of Detroit during its Chapter 9 bankruptcy proceedings, Conway MacKenzie wanted its new brand to launch to the marketplace before the city’s emergence from bankruptcy. Leading the city through one of the largest and most complex municipal restructuring cases in history was a significant achievement, not to mention an excellent marketing and brand awareness opportunity, and it wanted to capitalize on the opportunity by rolling out a new brand to coincide with the milestone. This meant that a significant amount of work needed to be done in a relatively short period of time.


Project Scope

  • Brand Strategy

  • Brand Identity

  • Brand Overhaul of All Materials

  • Website Design and Development

  • Advertising Development

  • Business Presentation Materials

  • Special Event Invitations


In order to meet the firm’s deadline, we buckled down and implemented a process, including a robust discovery process, that allowed us to execute a full rebranding and redesign of the firm's logo and all collateral over a period of six months, and the design and development of the firm's new website in less than eight months (worked on concurrently with rebranding). Our work on the website included copywriting for all of the firm’s practice and industry areas pages on the website. We also conceptualized and designed a full-page ad in the New York Times that ran the day following Detroit’s emergence from bankruptcy.


Armed with an energetic new brand, Conway MacKenzie has made an aggressive expansion into new markets across industries and across the country.

We have deep experience in creating unconventional brands, content and websites for professional service firms.