Echo Detroit

ECHO Detroit is a social services initiative, developed in partnership with Michigan Department of Human Services (DHS), and administered by Self Help Rehabilitation, Inc. (SHAR). Located at eight faith-based locations in Detroit neighborhoods, ECHO helps chronically unemployed Detroiters find a job and restore their lives. When SHAR approached us, ECHO was but an obscure program nested inside of another website, struggling to engage those they wished to serve.

Who’s That?, in concert with The Utmost Group, implemented a full rebrand of ECHO Detroit, equipping them with a new url, website, ad campaign and collateral materials that allow the program to stand on its own and connect directly with those in need. Bold sans-serif typography and vibrant, three-alarm red work in tandem with simple messaging and a breathtaking portrait and video series that features real constituents of the ECHO program. We completed the brand work with updated letterhead, program literature and local TV and radio commercials, advocating for all Southeastern Michigan residents in need to realize their dreams and restore their lives.



Non-profit, Special Project


Branding/Identity, Art Direction, Print, Web

Project Credits

Branding / Art Direction
Joshua Smith

The Utmost Group
Ali Lapetina
Video Production
Iron Coast