Stories that move
the needle.
From a national exclusive to a neighborhood launch, the best campaigns connect a clear strategy to a moment people care about.
Featured case studies
A closer look at the challenge, the approach and the opportunities created.
Paralee Boyd Salon
Turning a historic franchise milestone into a national business story.
Dana White became the first Black woman to franchise a salon business and needed the right national platform for the announcement.
Espresso developed a national media strategy around the founder, the business model and the broader significance of the milestone.
A CNN feature led a wider wave of coverage. The campaign also helped open conversations with potential franchisees and the U.S. military.
Techstars Mobility
Making Detroit's startup accelerator a national conversation.
Techstars Mobility needed visibility for its founders, its program and Detroit's role in the future of transportation.
Espresso pitched the startups, built a communications plan for Demo Day and elevated managing director Ted Serbinski's voice.
Coverage included Forbes, Bloomberg, Wired and TechCrunch, with Demo Day stories in The Wall Street Journal, CNBC and Automotive News.
Altimetrik
Connecting a downtown Detroit investment to a larger story of innovation and public impact.
Altimetrik opened the Collider Detroit Innovation Center and sought meaningful local visibility and engagement.
Espresso coordinated leadership and city voices around the opening, then communicated a COVID-19 testing partnership with Henry Ford Health.
The health initiative brought free testing to more than 100 Detroit nursing homes; the communications campaign earned a Gold Bridge Award and PR World Silver Award.
Ronin Sports & Entertainment
Giving Jay Farner’s Detroit City FC investment a stage worthy of the announcement.
Ronin founder and CEO Jay Farner announced the largest single investment in Detroit City FC history through Ronin Sports & Entertainment Group.
Espresso supported the announcement and media moment at the future AlumniFi Field site in southwest Detroit, connecting Farner’s vision with the club’s next chapter.
The story reached sports and business audiences, including Sports Business Journal. The investment supports the stadium project and the club’s continued growth.
The Franklin Oyster Bar & Eatery
Building a distinct presence for a new restaurant through earned media and cultural connection.
The Franklin opened in the village of Franklin with an opportunity to become a destination across metro Detroit.
Espresso pursued restaurant publicity and arranged a photo shoot at The Franklin with Holly Campbell, wife of Lions head coach Dan Campbell, and wives of Detroit Lions players.
The Franklin was named No. 1 on the Detroit Free Press’ 2026 Best New Restaurants and Dining Experiences list.
Campaign snapshots
Different sectors and goals. The same focus on a story that can travel.
Founders on American Black Journal
For Venture 313, powered by Gilbert Family Foundation, Espresso helped bring Detroit founder stories to American Black Journal. Stephen Henderson spoke with Belvin Liles III and Gildform founder Karissma Yve about access to capital and growing a business in Detroit.
Watch the conversation ↗Best New Restaurant
Restaurant storytelling and earned media helped establish The Franklin, which topped the Detroit Free Press’ 2026 Best New Restaurants list.
See the recognition ↗Detroit founders, national spotlight
Espresso helped spotlight Venture 313’s support for Detroit founders in a national AfroTech feature covering the initiative, its Gilbert Family Foundation backing and the entrepreneurs building in the city.
Read the AfroTech feature ↗Round Up & Donate
Spotlighting a rider donation program benefiting the Detroit Public Schools Foundation, with local earned media and a cross-marketing campaign featuring Detroit musician GRiZ.
See coverage ↗Detroit City FC partnership
Announcing Lyft as a presenting partner and jersey sponsor of DCFC, building a connection between the rideshare brand and local soccer culture.
Watch campaign video ↓Voices for Healing
Bringing survivor advocate Trinea Gonzcar's voice to national television and an opinion piece during Sexual Assault Awareness Month.
Read the op-ed ↗Breadless Loves Detroit
Using the 2024 NFL Draft moment to introduce Breadless catering to local businesses through social storytelling, video and media outreach.
Watch campaign video ↓Comerica Park launch
Building attention for Breadless as a ballpark vendor with TV and other earned media as the brand grew its presence at Tigers games.
Watch campaign video ↓Grace Hsia and UPS
Elevating Warmilu founder Grace Hsia and the company's collaboration with UPS through a human story about support for premature babies.
See the story ↗Team Rewind
A November media tour around a team-driven Type 2 diabetes program, with coverage across national and Detroit outlets and a community event with Desmond Howard.
See coverage ↗