On Saturday, November 22, the Southwest Detroit Business Association (SDBA) will formally launch the Mexicantown Main Street rebranding campaign by unveiling nearly 200 vibrant streetlight banners featuring messaging and graphics that highlight the corridor’s rich culture and growing business community. This bilingual campaign emphasizes the area’s identity and celebrates its Mexican roots.
The rebranding is part of a comprehensive initiative by SDBA and the Mexicantown-Hubbard Communities Main Street program, aimed at strengthening, marketing, and promoting the business district while preserving its heritage. The campaign includes a new logo, a refreshed website, and a monthly e-newsletter to engage residents, visitors, and businesses.
To commemorate the launch, the SDBA is hosting ¡Viva Mexicantown! The Rebrand Fiesta from 11 a.m. to 2 p.m. on Saturday, Nov. 22, within Mexicantown Mainstreet located at 1747 23rd St. (next to the new Taqueria El Rey).
Community Celebration: ¡Viva Mexicantown! The Rebrand Fiesta
The rebrand kick off is a four-hour, family-friendly community fiesta featuring a special presentation from community, business, and city officials, followed by a lively lineup of entertainment featuring:
- Live music from mariachi and salsa groups
- Vibrant performances by Wayne State University’s Ballet Folklórico
- Energetic DJ sets to keep the party going
- Delicious food trucks offering a variety of local favorites
- Exciting horse show and demonstrations
- Bounce houses and family games for all ages
The event is designed to bring together families, neighbors, local business owners and civic leaders to celebrate this exciting new chapter in Mexicantown’s storied history.
“This campaign represents more than rebranding,” said Brandi Watts, Vice President, Programs & Compliance, Southwest Detroit Business Association. “It is a cross-cultural initiative developed through collaboration with local businesses, residents, and stakeholders to celebrate the area’s rich heritage, multicultural identity, and thriving entrepreneurial community.”
Mexicantown Main Street encompasses more than 1.7 miles of commercial areas along W. Vernor Hwy. and Bagley St. The rebrand was the result of a collaborative effort among local businesses, residents and community stakeholders to strengthen and celebrate the area’s unique cultural and commercial identity.
The rebranding captures the heart and history of Mexicantown while embracing the neighborhood’s ongoing growth and evolution. Each element of the new identity was shaped through a community effort and is designed to celebrate the area’s people, culture and entrepreneurial spirit. Together, these updates create a unified look and feel that strengthens visibility, builds pride and positively positions Mexicantown for the future.
“The heart of this rebrand project has always been our people. Every banner, every color, and every word reflects the passion of a community that continues to build its own future. Mexicantown’s story is Detroit’s story—resilient, diverse, proud, and full of promise.” said José Maldonado, Director, Mexicantown Main Street.
Key elements include:
- Logo & Visual Identity — Inspired by local heritage and that embodies Mexicantown’s color, tradition and pride.
- Streetlight Banners — Nearly 200 bilingual banners line Vernor Highway and Bagley Street, featuring welcoming messages such as Shop (Compra), Dine (Come), and Love (Ama). Additional banners highlight multigenerational businesses, neighborhood storefronts, and renderings of major landmarks including the Gordie Howe International Bridge, Michigan Central Station and Detroit City FC’s new stadium (LINK TO BANNER ART).
- Website & Business Portal — The new mexicantownmainstreet.com serves both visitors and local businesses, offering a community events calendar and free business profiles.
- Monthly e-Newsletter — Distributed monthly with community news, restaurant menus, and business spotlights while celebrating the district’s people and progress (https://www.mexicantownmainstreet.com/subscribe/)
“Mexicantown is one of the City’s most vibrant business districts – and includes the only certified Main Street Community in the City! This brand relaunch highlights that and honors the rich beauty, diversity, and strength of our businesses and residents. I am grateful for the leadership of SDBA for their commitment to inclusive and celebratory business development,” said Detroit City Council Member Gabriela Santiago-Romero.
The new logo and banners were designed by Eddi Gonzales, owner of Eye Breathe Design and a longtime Southwest Detroit resident. Drawing inspiration from Mexican folklore, architecture and natural elements, the design incorporates the sun, cacti, pyramid steps, arches, desert stones, and the heart of the community.
The Mexicantown Main Street program follows the State of Michigan and National Main Street models, structured around four guiding principles: organization, promotion, design, and economic vitality. Each area is led by local committees of business owners, residents, and volunteers who dedicate their time and expertise to advancing shared goals.
To learn more about Mexicantown Main Street and explore the new brand, visit www.mexicantownmainstreet.com.
About the Southwest Detroit Business Association
The Southwest Detroit Business Association (SDBA) fosters innovation, drive and commitment in the Southwest Detroit community. Established in 1957, it supports the community’s vision for a healthy, vibrant neighborhood. SDBA works with local businesses, investors, entrepreneurs, customers and neighbors to develop a place where more and more people are choosing to live, work, shop and play – a place where you find Business Building Community: Community Building Business. For more information, visit www.southwestdetroit.com.
