Square Mfg Co

The Challenge:
Bringing Detroit-style pizza to New England required more than just a recipe - it needed a complete brand experience that could educate, differentiate, and honor the Motor City origins. Square Mfg Co was a brand-new concept with Michigan roots, and the space needed to communicate the thick, chewy, gooey goodness of their unique pizza style while establishing credibility in unfamiliar territory.

The Solution:
As project manager and designer, I led the complete fit-out of Square's first location, handling technical drafting, construction coordination, and budget management while working closely with the branding team to ensure every design decision reinforced the brand identity. The design leverages the pizza's industrial Detroit heritage - originally baked in blue steel auto parts trays - as a key differentiator.

The interior design and spatial planning work in concert with the established brand strategy, translating the visual identity into a cohesive physical experience. From material selections to custom fixtures, every element maintains the authentic Detroit story while making the concept approachable for New England customers.

Key Responsibilities:
- Complete technical drafting and construction documentation
- Interior design and spatial planning
- Close collaboration with branding team to maintain design consistency
- Project administration and contractor coordination
- Budget management and cost control
- Design development through construction completion

The Result:
Square opened in December 2020 and immediately resonated with customers. Despite launching during the pandemic, they've been selling out daily and are now expanding to multiple locations. It's Detroit done right - and proof that when design, brand, and product align, success follows.