One of the most prominent historic buildings in Detroit, MI, the Block at Cass Park—formerly the S.S. Kresge World Headquarters—was originally built by architect Albert Kahn in 1928. A group of private investors approached CRP with the challenge of renaming and rebranding the building to appeal to a contemporary, forward-thinking business community. The vision was to create a vibrant co-working space where small businesses could call home. "The Block at Cass Park” is a nod to the immense size of the building (which takes up an entire city block) as well as the role that the building aims to play in “the block” or community of Cass Park. The identity features a collection of bold lines that reflect the unique column façade of the building and allow versatile patterning and iconography system for future brand extension.