Building a Platform for Thought Leadership in Detroit
Open is a cultural catalyst and innovation platform designed to bring Detroit’s creative and tech communities together. Watson collaborated with Ford and Michigan Central to build the brand from the ground up, shaping its identity around collective progress and bold possibility. The inaugural activation—a dynamic concert—marked the reopening of The Station and invited the public to take part in imagining what comes next.
For the concert—which Eminem executive produced—Diana Ross, Jack White, and more were on hand for a mix of appearances and live performances. Michigan Central unveiled works from local artists, planned educational programming for children, and made a tour open to the public. Watson incorporated that inclusive impulse into Open’s messaging and identity to create a brand that will continue to evolve with Detroit, scaling up its ambitions, cultural relevance, and operations as a platform for thinkers and doers. Detroit’s future is OPEN.
