Uniting two non-profit legends under one dynamic brand

Southwest Solutions and Development Centers were icons of the Detroit non-profit community. Each had their own areas of expertise, and back in 2023, they joined forces to form one of Detroit’s most comprehensive non-profit networks. We were tasked with designing a new name and brand identity to bring the organizations together as they embarked on this new chapter.

Introducing MiSide (pronounced “my side”), the community impact network dedicated to helping the people of southeast Michigan (MI) with every side of life — from healthcare and finances to housing and childcare. The new brand highlights the multidimensional nature of the organization’s services while still presenting as one cohesive unit. We paired this friendly look with an uplifting, yet down-to-earth voice, deploying simple language that was tested and refined to maximize connection and comprehension across a broad spectrum of literacy levels.

The result? The new brand caught the attention of Fox News Detroit shortly after launch, has been embraced across the community, and was awarded a major grant from the EPA in January 2025 to create jobs in and around the Detroit region.

Project Roles:
Brand Voice Lead, Naming, Brand Story, Tagline, Headline Constructs, Key Messaging, Brand Voice Guidelines.

Design Credits: EightySeven