Thrive Southwest Michigan

Partners invested in the advancement of Southwest Michigan approached Advance to develop branding and a promotional campaign that brought all the great offerings the region has to offer to the forefront of the surrounding area’s attention.

My role as the Lead Designer was to join in on early conversations to absorb what was so special about the region, then craft an exceptionally compelling brand and campaign to inspire their audience to relocate to Southwest Michigan.

Inspiring
Work

The primary goal of the campaign was to inspire new individuals, families, even former residents to call Southwest Michigan their home. Showcasing Southwest Michigan, the campaign created a new understanding of it's rich communities, beautiful landscapes, and resources available.

Everything
They Need
To Know

We crafted an extensive brand guideline that covered everything from the standard typography and color palette usage to animation and appropriate imagery usage.

You make it yourself.

Fast Paced
Story Telling

It was important that drivers can safely read the primary message while traveling at high speeds. However, we wanted to tell many stories getting the most of our viewers’ 4 seconds as they pass.

Many different images were utilized to capture the imaginations of as many people as possible, and in case you viewed the billboard multiple times there would be something “new” each time you viewed.

Countless Opportunities

All campaign communications featured opportunity; Opportunity for adventure, community, employment, and a thriving way of life.

Great Change

The end result was a body of work that not only inspired its viewers, but the current residents who can be reminded of the beauty in their surroundings, as well as the group of organizations that thought of the project and that worked together to make something great.

The project even inspired me. It reminded me that design can enact great change in people's lives.

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