Unified Branding Initiative

Schoolcraft County in Michigan’s Upper Peninsula sought a unified brand to support both economic development and visitor growth. The first step was bringing together an inclusive cross-section of the community to listen to what matters most, who they are and what they aspire to. From those conversations emerged a brand voice that reflects the heart of Schoolcraft County: human connection, creativity and the natural beauty that fills it.

To carry this forward, the county adopted a flexible logo and color system that gives each community its own distinctive identity while staying true to the shared brand. A coordinated suite of marketing tools, including a social media package, visitor guide, print ads, outdoor boards and collateral, now brings their unified voice to others.

This unified branding identity was recognized with a 2025 Platinum MarCom Award.

Visuals That Bring the Brand to Life

When photography or video is used, it becomes part of the story. The imagery focuses on honest, unposed moments that feel natural and lived in, showing people spending time together, engaging with the landscape, or encountering something new. These visuals add depth and context, communicating what words alone cannot and reinforcing the brand's three core pillars that define Schoolcraft County: human connection, creative possibility and natural beauty.