Mobilizing stewardship and advocacy for Lake Michigan.
Building a movement.
Some causes require—and evoke—a visceral reaction that is deeper than a marketing campaign. Around these parts, ask about The Lake, and there is rarely a doubt that you’re talking about Lake Michigan. Give lake lovers a way to express their commitment wrapped in an ultra-current aesthetic, and it's an obvious win.
Advocacy goes guerrilla.
A movement means taking action. Our photo frame allows lake lovers to express what their hearts are tied to, and encourages them to get a little sand between their toes. A properly developed and executed hashtag allows community and conversation to build.
The work behind the beauty.
MSU has a very thorough and intentional brand. It’s important that marketing and editorial materials such as In The Field adhere to the brand and enhance it. The challenge then, is to develop a piece that has it’s own unique personality yet supports the university’s overarching goals. We work very carefully to ensure that our creativity exists within the bounds of the brand. It’s a fun challenge. (Most of us are Spartans, after all!)