Eton Station Branding Case Study

After redevelopment, a historic building in a boutique area of Birmingham, Michigan, needed a new branding direction to appeal to a targeted roster of tenants in the medical field. The resulting logo, type treatment, and color palette bridge the gap between modern clientele and the historic train route that the structure sits along. The strong, clean headline type, coupled with the slab serif subhead, straddle the line between old and new, while the steam train wheel icon gives a nod to the building’s history. The color palette is anchored by a teal blue (a twist on the blues traditionally used in the medical field), with bronze and charcoal accents, taken from the upscale materials used throughout the interior of their offices.