Concept and Design
The concept for this campaign is based around the fact that positive change is happening on a daily basis in Muskegon County. While those in the area may know this, those outside Muskegon generally do not. The Watch Muskegon campaign was born as a truthful representation of the forward momentum taking place in Muskegon County. It’s meant to inspire, inform, and promote any area that for many years hasn’t been seen in the most positive light. But that is all about to change – because we’re just getting started.
Seaway Drive Welcome Sign
This is the piece that started the avalanche. The sign is located at the main entrance to downtown and as serves as a welcome to visitors and locals alike. The use of bold typography, color, and clever wordplay make this message extremely effective.
This sign – and subsequent movement – has had quite an impact on Muskegon’s community. This fiscal year (2016) will be the best year for hotel-room tax collections in over 20 years. More than $1.2 million has been collected so far. This year marks the third consecutive year of record collections.
“The Watch Muskegon campaign has helped change the image of Muskegon from a factory town to more of a visitor destination,” said Bob Lukens, Muskegon County community development director.
Billboards and Banners
Working from the original sign design, we designed billboards, banners, and other environmental advertising that will be seen around the area and eventually around the region. The streetlight banners have been adopted by area municipalities and will be featured across the county. Look for them next time you’re in Downtown Muskegon, or around the city, or in Norton Shores, or Muskegon Heights, or Roosevelt Park, or North Muskegon. They’re pretty much everywhere.
Apparel and Promotional Swag
Gotta have swag, right? Our goal is to turn everyone into a walking billboard. That’s why we made shirts, stickers for your car or business window, and eco-friendly reusable shopping bags for the next time you’re down at the Farmers Market. Now people can show their support for Muskegon wherever they go. We’re still in talks with NASA to try and get some shirts sent to the space station.
This campaign is unique in that nobody is profiting. There are no products being sold, and no services being pitched. It’s all about community pride. Using bold colors, straightforward copy, and beautiful photography of the Muskegon area, we were able to make it easy for users to connect to the movement and the various partners associated with it.
Get involved at watchmuskegon.com.