WHO

Ford School of Public Policy - Center on Finance, Law, and Policy

WHAT

The Detroit Neighborhood Entrepreneurs Project (DNEP) is a program connecting Detroit small business owners to University of Michigan students and faculty. DNEP not only gives real-world experiences to students, but provides entrepreneurs valuable services at no cost to them. 

While an amazing project, DNEP’s reach only extended as far as its circle of U-M participants and business owner clients. With so many resources to offer entrepreneurs, DNEP needed to communicate more effectively to its target audience. Additionally, the obstacles of the COVID-19 pandemic put small businesses in a tough spot.

HOW

I developed a logo and simple brand identity for DNEP, alongside a website to simplify the experience of signing up for DNEP assistance and make known the project’s innovative work. For the website, I used photography to capture entrepreneurs in their work environments. I also promoted small businesses on social media and posted about available resources for entrepreneurs on DNEP’s Instagram page.

WHY

A set logo and recognizable visual elements ties DNEP’s social media and web presence together and provides a credible identity for those interested in becoming involved, whether through funding, faculty partnerships, or signing up for services.

In the midst of the pandemic, Instagram promotions drove sales to DNEP’s clients and raised awareness for their products and services.

The website gives DNEP a concrete presence as an established program not just at U-M, but among other Detroit small business accelerators. It also gives entrepreneurs a one-stop-shop to find the help they need, streamlining the process and making information easily accessible. Visually, the site imagery gives insight into the real people impacted by DNEP, communicating it’s more than just a school project, it has enduring effects on the Detroit community.