Cranbrook on the Green
Role: Brand Strategist, Brand Designer & Illustrator (as Unsold Studio)
Project Duration: Winter 2022–Present
Project Location: Bloomfield Hills, MI
To transform a world-renowned art institution into an accessible summer destination, Unsold Studio developed a vibrant visual identity for "Cranbrook on the Green," an artist-designed mini-golf course. By blending high-design history with nostalgic graphics of mini-golf courses, the studio bridged the gap between Cranbrook’s prestigious legacy and the broader community. The result is a joyful, inclusive gateway that invites visitors of all backgrounds to engage with contemporary art and modern design through the lens of play.
The Strategy
The strategy for Cranbrook on the Green was taking the elite, often insular history of the Cranbrook Educational Community and making it culturally accessible and relevant to a wider local audience, attracting new folks to participate in arts and culture at Cranbrook Art Museum. With a mini-golf
Lowering the Barrier: The museum needed to attract visitors who might feel intimidated by a traditional art museum. The strategy was to use "play" (mini-golf) for design education; the brand had to reflect the fun, family-friendly summertime activity, while being site-specific.
Celebrating Local Legacy: The identity needed to honor the specific architectural and sculptural icons of the Cranbrook campus while stripping away the formality.
Nostalgic Engagement: By tapping into a "nostalgic summertime mood," the strategy aimed to create an emotional connection with families and design enthusiasts alike, positioning the museum as a vibrant community hub rather than a static monument.
My initial creative ideas became the anchors for the project; I provided the strategic and visual framework that guided the assets subsequently produced by the team at Unsold Studio.
BELOW
My strategy and design contributions to the first round of design work presented to the client. The client ultimately selected a mix of my concepts, “Streamline Nostalgia” and “New Wave.”.
The Solution
Unsold Studio’s solution was a sophisticated "mash-up" that honored Cranbrook’s design pioneers while embracing a playful, contemporary aesthetic.
Iconographic Collage: The studio developed a system of icons based on the campus’s famous sculptures and architecture. These were treated with a "collaged" approach—a direct nod to the influential work of Cranbrook designer April Greiman.
Vibrant Visual Language: The palette utilized youthful, bright colors paired with 80s/90s-style geometry and Esprit-like patterns. This created an immediate sense of fun and accessibility that stood in contrast to the museum’s stone-clad exterior.
Comprehensive Touchpoints: The identity was scaled across every physical and digital interaction, including monument signage, didactic panels, scorecards, fanny packs, and social media. This ensured the "whimsy" was consistent from the first ad to the final putt. The brand system allowed for the museum staff to implement new deliverables as needed throughout the season, a budget-friendly solution for their organization.
The Impact
PROFESSIONAL AWARDS
Graphis Design 2024 Silver Award for “Cranbrook on the Green: Artist-Designed Mini Golf”. August 2023. Juried.
Creative Communication Award ’23 (Los Angeles, CA) in Branding – Promotional Items for “Cranbrook on the Green: Artist-Designed Mini Golf”. September 2023. Juried.
Indigo Design Award (Amsterdam, Netherlands), Gold Winner in Branding for Entertainment, Cranbrook on the Green: Artist-Designed Mini-Golf, 2023. Juried.
Indigo Design Award (Amsterdam, Netherlands), Bronze Winner in Branding for Graphic Design, Cranbrook on the Green: Artist-Designed Mini-Golf, 2023. Juried.
CLIENT OUTCOMES
The most telling "revenue data" is its multi-year renewal. Originally an experimental project for the 2022 season, it has been brought back by "popular demand" every year since, now entering operation for the 2026 season. New holes have been added, with out studio invited to create new icons and update deliverables, like scorecards, to reflect the course’s updates.