The Michigan Economic Development Corporation (MEDC) is the State of Michigan’s marketing engine for business growth and community development. While highly successful in supporting business initiatives, MEDC’s brand was often overshadowed by the multi-million-dollar Pure Michigan Travel campaign.
To address this, I developed logo treatments and a refreshed brand identity that clearly communicated MEDC’s mission and ensured instant recognition. Collaborating with McCann Erickson – Detroit, I supervised and art-directed the redesign, creating a distinct visual identity that strengthened MEDC’s presence, reinforced its authority in business development, and positioned the organization alongside—but separate from—the Pure Michigan Travel brand.
