As the lead designer and brand strategist for Lakeshore Advantage, a dynamic economic development organization serving Allegan and Ottawa counties in Michigan, I spearheaded a complete rebrand that transformed how the organization presents itself to the business community and regional partners.
This multi-phase initiative included the redesign of the organization’s logo, website, and all brand collateral to create a modern, professional identity aligned with its mission of supporting emerging businesses and fostering long-term economic growth.
Beyond the foundational brand assets, I designed and produced a full suite of internal and external materials to ensure brand consistency across every touchpoint.
These included:
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Signage & Environmental Branding (interior/exterior office signage)
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Email Marketing Templates
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Branded Office Supplies & Stationery
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Custom Letterhead & Business Cards
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Name Badges & Presentation Templates
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Team Apparel & Event Materials
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Social Media Branding & Graphics
I also developed comprehensive brand guidelines to ensure long-term consistency and usability across departments and vendors.The result is a fresh, cohesive brand that clearly communicates Lakeshore Advantage’s values, elevates its professional presence, and positions it as a trusted regional leader in economic development.
— Brand Research & Discovery
— Brand Strategy Development
— Visual Identity Design
— Logo Design
— Website Redesign
— Office & Environmental Branding
— Event & Signage Design
— Print Collateral & Branded Apparel
— Supporting Brand Documents & Templates
— Comprehensive Brand Guidelines & Implementation
