Mt. Pleasant, Michigan

Identity
through unity

An idyllic community was being overshadowed by monoliths. Home to a regional university and the largest casino in the Midwest, Mt. Pleasant struggled to define its identity.

Mount Pleasant, Michigan

Identity through unity

An idyllic community was being overshadowed by monoliths. Home to a regional university and the largest casino in the Midwest, Mt. Pleasant struggled to define its identity.

Located in the “middle of the mitten,” Mt. Pleasant was looking to fuel community pride, jumpstart its economic engine, and expand its perception beyond “just a college town.”

City Manager

“My goal is for others to say this is a great place to live/work/play, without us saying it for them.”

Get boots on the ground

Consider the local Native American tribe, the close-knit community, the context of the iconic Pure Michigan brand… How do you define a mid-sized town in the middle of Michigan? Go there.

Meet the people

All of them.

Local government.
Business owners.
Economic development officials.
Local native tribespeople.
Educators.
Residents.

Understand the vision

An initiative seven years in the making, there were plenty of opinions, plans, and visions.

Connect the dots

As the lists of goals and stakeholders grew, everyone was asking a fundamental question: what unites us?

Get boots on the ground

Consider the local Native American tribe, the close-knit community, the context of the iconic Pure Michigan brand. How do you define a mid-sized town in the middle of Michigan? Go there.

Meet the people

All of them.
LOCAL GOVERNMENT.
BUSINESS OWNERS.
ECONOMIC DEVELOPMENT OFFICIALS.
LOCAL NATIVE TRIBESPEOPLE.
EDUCATORS.
RESIDENTS.

Understand the vision

An initiative seven years in the making, there were plenty of opinions, plans, and visions.

Connect the dots

As the lists of goals and stakeholders grew, everyone was asking a fundamental question: what unites us?

Natives, transplants, and boomerangs. After the voting, plotting, and debating it was clear: Mt. Pleasant is where people come together.

Community reaction

“What I really like about this, is that it’s active. And I don’t think there’s anything else like it in the state of Michigan.”

Impact

Proven impact

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