Crain 40 Under 40

Crain’s Detroit Business partnered with Concetti to elevate their 40 Under 40 event into a fully immersive brand experience. Events are a powerful extension of a brand, where every detail from lighting to layout becomes a touchpoint that tells your story. As design strategists, we collaborated closely with the Crain’s events team to translate their brand guidelines into a cohesive, on-brand environment. We supported the floorplan, table styling, lighting strategy, color palette, uplighting, and the activation of their signature after party, The After Glow. To deepen the experience, we brought in The Moxie Lounge for photo moments, Detroit-inspired lounge furniture, and dancers from Eisenhower Dance Detroit performing to music from BLUeBiRd & SOL. The result? An event that didn’t just celebrate Detroit’s top entrepreneurs, it made guests feel the Crain brand come alive.