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Charlotte unveils new community brand

Friday, April 27, 2018  
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After nearly two years of research, planning and development, the Charlotte community has unveiled a new brand that brings the community into alignment behind one cohesive identity.

The creation of the authentic and timeless brand was a collaborative effort between local organizations and leaders, including Can Do!, CharlotteRising, the Charlotte Chamber of Commerce and Charlotte Public Schools, as well as several community leaders and Greater Lansing organizations including LEAP.

The effort was led by the Can Do! Marketing Advisory Committee, a group of local community leaders, including marketing and communications professionals. The committee includes chair Darice Darling, director of marketing and communications at Hayes Green Beach Memorial Hospital;  Christina Campbell, operations manager at AL!VE; Josh Holliday, tri-county development and placemaking manager with LEAP; Leah LaFave, Charlotte branch manager at MSUFCU; Bryan Myrkle, community development director with the City of Charlotte; Dan Olsen, communications representative at the Michigan Department of Talent and Economic Development; and Jason Vanderstelt, business development executive with Adams Outdoor Advertising and local entrepreneur. The committee works collaboratively with Dillon Rush, executive of CharlotteRising, a Michigan Main Street community, and its Promotions Action Team.

“This community brand is one more push with the positive momentum being built in Charlotte,” Rush said. “It will help support and promote all of the exciting initiatives and plans currently making headway here, and brings us together behind one powerful and effective message.”

The Can Do! Marketing Advisory Committee selected Redhead Design Studio from Old Town in Lansing to assist with the community brand refresh.

“Redhead was invested in this community from the start,” Darling said. “They visited Charlotte, talked with several groups and leaders, studied surveys and analyses, and were as excited as we were to create a brand that best represented all of the unique characteristics and assets Charlotte offers.”

The new brand was unveiled Tuesday, April 24, on two billboards across from Charlotte Performing Arts Center on State Street. Going forward it will be used to support local events and initiatives, and to promote the community to residents, visitors, investors, developers and more. The Chamber of Commerce will be one of the first to use the new brand to promote its annual event Charlotte Celebrates, which takes place Father’s Day weekend. The Can Do! marketing committee and the CharlotteRising Promotions Action Team are developing a campaign and community materials that will be rolled out over the next several weeks, including a new downtown business directory.

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