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E-M:/ GreenWays Initiative - SAVE THE DATE


SAVE THE DATE – please circulate widely


The Community Foundation for Southeastern is pleased to present:


GreenWays Initiative Wayfinding and Branding Workshop

Thursday, January 20th, 2005

The Max, 3711 Woodward Ave., Detroit

8:30 a.m. – 3:00 p.m.


Invitations will be in the mail in mid-December, but please mark your calendars!




8:30 a.m.          Registration and Refreshments

9:00 a.m.          Welcome and Introductions

                                    Dr. William F. Pickard, Trustee, CFSEM & Chairman and CEO, Global Automotive Alliance

                                    Thomas M. Woiwode, Director, GreenWays Initiative

9:30 a.m.          Our Brand of History: The Transformation of the Henry Ford

                                    Patricia E. Mooradian, Chief Operating Officer, The Henry Ford

10:15 a.m.         Break

10:30 a.m.         The Economic Benefits of Branding

                                    Tim Smith, Partner/Senior VP, Skidmore

11:15 a.m.         How the National Park Service Does It

                                    Sue M. Pridemore, Partnerships-Heritage Area Coordinator, National Park Service

                                    Mark Pischea, Executive Director, Motor Cities National Heritage Area

12:15 p.m.         Lunch is served

1:15 p.m.          A Community Perspective: Kansas City Metro Green

                                    Charles Flink, President, Greenways Incorporated

1:45 p.m.          Communities and Greenways: How Do I Find My Way?

                                    Kelly Deines, IIDA, Interior Design Director & Brian Tolly, SEGD, AIGA, Graphic Design Director, Rossetti


What is Wayfinding?

Wayfinding exists in many scales and environments.  It navigates readers through a city, hospital corridor, airport or greenway.  Wayfinding is essentially a succession of clues comprising visual, audible and tactile elements.  The components of any visual Wayfinding system are more than signs to encompass architecture, lighting, landscape and landmarks.  Good Wayfinding helps users experience an environment in a positive way and facilitates getting from one place to another.  When executed successfully, he system can reassure users and create a welcoming environment, as well as answer questions before users even ask them.


What is Branding?


Branding is an equation of both the physical (name, tagline, logo, color) and the mental (attributes, personality) aspects of an organization.  It serves as a quick way to show and tell consumers what the organization or agency has to offer and what makes it unique for competitors. K A brand is a unique and identifiable symbol, association, name or trademark which serves to differentiate between products, services or institutions.  It stimulates both a physical and emotional trigger that creates a relationship between the individual and the product or institution.


Wayfinding and Branding help visitors enjoy and appreciate the community amenities connected by greenways.




Melissa Jean McMillan

GreenWays Initiative

Community Foundation for Southeastern Michigan

333 W. Fort Street, Suite 2010

Detroit, MI 48226

(313) 961-6675 phone

(313) 961-2886 fax