Visual Identity + Print
Shelby Township Community Park
Shelby, Michigan is a rural farming community located along the northern shores of Lake Michigan. In support of their economic development plan, they received a 35-acre parcel of land that they wanted to develop into a comprehensive community park. Based on its size and amenities, the park would encourage destination tourism, leverage investments already being made in local infrastructure, and help attract/retain residents.
Since the campaign was being undertaken by a unit of municipal government, they did not have experience in fundraising communication. The storyline was created by Mind Over Marketing to appeal to the civic pride of residents while weaving in a more economically-oriented message that would appeal to foundations and those in a position to advocate for public dollars. Design was created with the intention to attract interest in the community without appearing too “slick” or “big-city.” Gorgeous local photos paired with carefully chosen stock photography created an aspirational vision for the park and its role in the community. The vibrant orange hue was incorporated into their already strong palette to add more warmth.
