An idyllic community overshadowed by monoliths.

Home to much more than a regional university and the largest casino in the Midwest, Mt. Pleasant struggled to define its identity.

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?

Community stakeholder

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

An initiative 7 years in the making...

As the lists of goals and stakeholders grew, everyone was asking a fundamental question...

What unites us?

We gathered people together. All of them. 

LOCAL GOVERNMENT.

BUSINESS OWNERS.

ECONOMIC DEVELOPMENT OFFICIALS.

LOCAL NATIVE TRIBESPEOPLE.

EDUCATORS.

RESIDENTS.

Everyone voted, plotted, and debated to define Mt. Pleasant today and Mt. Pleasant tomorrow.

Our activities identified key brand themes. 

CULTURAL CROSSROADS

RELAXED LIFESTYLE

NO COMPROMISES

The solution:

A branded campaign inspired by a unifying idea: Mt. Pleasant is where people come together.

Economic development official

“This is the only solution that accomplishes our whole list of 14 goals.”

The branded campaign paved the way for inspired tourism advertising and organic growth of community pride.

Community reaction

"What I really like about this, is that it’s active. It’s not just a statement about something, it implies activity... And I don’t think there’s anything else like it in the state of Michigan."

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