Lafayette Place Lofts

Chasing Some Lofty Goals

Detroit’s rebirth has become big news but 30 minutes north, in downtown Pontiac, West Construction has been leading the charge for renewal with a conversion of an historic building. Turning an old Sears department store into new lofts and retail space was an ambitious project but with help from PUSH 22, it got the love and attention it deserved.

Bringing The Lofts to Life

The development started with construction of the 46-unit Lafayette Place Lofts. We created the logo, visual identity, website and supporting materials they needed to start pre-selling units.

Lafayette Market

Downtown Pontiac had been a ‘food desert’ for several years but the development also included plans for a café/grocery store that sold fresh meats and produce. We developed the visual identity for the new store and, with offices within walking distance, became frequent patrons of the café and Lafayette catering services.

Launching the Development

Warehouse conversions may be common in major cities but it was a first for Pontiac and a newsworthy feel-good story. To help make sure the news got out, we put together a local PR strategy and pulled together a ribbon cutting event with brass band and presentation for the project’s inspiring vision.

Doing Our Part

Our team also played a starring role in the launch video which spotlighted the great opportunity in a revitalized downtown Pontiac. Several PUSH team members made appearances and our office space provided a backdrop for several interviews. The launch video was also our introduction to Tell Studios, a great production company that has helped us bring several successful client campaigns to life.