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Initiative One

Leadership Institute

Green Bay, WI


We were invited to assist Dr. Fred Johnson in relocating his business to Green Bay. Initiative One is about transformations, and so too is the story of turning an old Ford dealership repair shop, turned Municipal Garage, turned bowling alley, turned nightclub into a home base for a vibrant corporate leadership institute.

The building's address is 110 S. Adams Street, yet you will find that the building now faces the more important Walnut street. By reorienting the entrance 90 degrees Initiative One gained an outsize physical presence in downtown Green Bay even though the building is only a story tall, adding to Green Bay's image and character through a friendly, vibrant new exterior image.