What is Deadline Detroit?
Deadline Detroit is an independent news media website founded by veteran journalists Bill McGraw and Allan Lengel, dedicated to delivering reliable, in-depth news coverage for Detroit and its surrounding metropolitan area. Focused on local issues, culture, and the voices that define the region, Deadline Detroit provides readers with timely and trustworthy news, while upholding a commitment to independent journalism.
The Goal
In 2018, Deadline Detroit partnered with our team at MadDog Technology to refresh their brand identity and digital presence. My role focused on enhancing the website’s user interface to create a cleaner, more modern user experience, alongside developing a new logo that resonated with Deadline Detroit’s journalistic integrity and local focus. The updated design improved user engagement with streamlined navigation and an aesthetically modern look. Additionally, I created billboard designs to effectively announce Deadline Detroit’s relaunch to the public, aligning the visual elements across multiple platforms for a cohesive brand experience.
Logo & Branding
Logo
My approach to the logo design began with brainstorming elements iconic to Detroit, such as the Old English D and the Spirit of Detroit, as well as exploring interpretations of the name ‘Deadline Detroit.’ I then experimented in Adobe Illustrator, crafting concepts like the D313 logo, a Detroit Stars-inspired design honoring the city’s baseball history, and an Art Deco variation. For the final logo, I used the color palette from the D313 draft and creatively modified the ‘d,’ ‘l,’ and ‘i’ in ‘Deadline’ to evoke Detroit’s skyline, including the Renaissance Center. Interestingly, the space between ‘Deadline’ and ‘Detroit’ mirrored a newspaper fold, reinforcing the news brand. The client was pleased with how these elements captured the essence of Detroit and Deadline’s identity, resulting in a design that balanced modern appeal with local heritage.
Sketches
Proposed Designs
Final Logo & Branding
Logo
Icon Logo
Symbolism: Skyline
Symbolism: Newspaper
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Typography
Montserrat Black
Montserrat Extra Bold
Montserrat Bold
Montserrat Semibold
Montserrat Medium
Montserrat Regular
Montserrat Light
Montserrat Thin
Black Italic
Extra Bold Italic
Bold Italic
Semibold Italic
Medium Italic
Italic
Light Italic
Thin Italic
Charter Bold
Charter Bold Italic
Charter Regular
Charter Italic
Web Design
Website
Deadline Detroit needed a refreshed website that would provide a seamless experience across both mobile and desktop platforms. The existing design had become outdated, and our goal was to create a modern, engaging interface that resonated with today’s readers. Our team prioritized a clean, contemporary layout that improved readability and encouraged reader interaction, while also allowing for advertisement placement that was effective yet unobtrusive. The redesign not only enhanced the site’s visual appeal but also optimized functionality, ultimately providing a user-friendly experience that better supported Deadline Detroit’s mission to inform and engage the community.
Billboard Designs
Billboards
Deadline Detroit requested billboard concepts to generate anticipation ahead of their relaunch. The initial billboard aimed to build excitement by tapping into the politically charged atmosphere of 2018, aligning with Deadline Detroit’s bold, unfiltered news style. Subtle references to their slogan, ‘Real News. Irreverent View,’ conveyed the essence of their refreshed identity and hinted at the upcoming launch. For the launch-day billboard, we maintained the same theme but shifted focus to prominently feature the new logo and website name as central elements, ensuring clear brand recognition as Deadline Detroit unveiled its modernized platform.
