A campaign, lifestyle brand, and vision to unite a city and shine a light on the quirks that make it home.
Inspired by Lansing’s iconic smokestacks, we created a logo and visual brand for the City of Lansing that would honor its past, while remaining fresh and instantly recognizable. We also launched the "My Kind of People" campaign, which shared stories of everyday people making their mark across the city. Together, these fostered local pride; branded merchandise sold out quickly, and social spotlights saw strong social engagement.
A comprehensive brand platform also united city departments under shared values and standards. This included a 10-year vision plan with actionable goals, which was published digitally to increase transparency and community involvement. Together, these elements helped establish a brand personality for the city to not only visually unite the municipality, but to awaken local pride among residents.
increase in Instagram followers in first two months of the campaign.
reach and 13% engagement rate on top-performing Facebook post.
