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Community Input Needed for New Charlevoix Brand

Charlevoix Main Street & DDA has hired a5, a brand and digital consulting firm out of Chicago, to develop community branding for the city. Two years ago, the Charlevoix Main Street Steering Committee identified the importance of establishing a brand strategy for the community, a common visual messaging plan that could be used by stakeholders to promote Charlevoix. Services sought from a5 include research, development of logos and branding for specific events, strategies for successful implementation, key messaging, and templates for marketing materials. The Main Street Promotions Committee has been working closely with the City, the Charlevoix Area Chamber of Commerce and the Charlevoix Visitors Bureau to establish branding goals, realizing that this partnership plays a pivotal role in successful implementation.

a5 kicked-off their work in November, meeting and calling on several community members of Charlevoix including Main Street volunteers, city officials, school administrators and board members, the Historical Society, Library, Castle Farms, Circle of Arts, local developers and more.

The first community engagement event was held on Tuesday, January 17th at Lake Charlevoix Brewing Co. during the Charlevoix Chamber of Commerce Business After Hours event. The second meeting took place at the Charlevoix Public Library on Wednesday, January 18th where all members of the community were invited to brainstorm and provide input. “We wanted to engage as many people as possible in the research process, so that we have a thorough understanding of your story,” says John Harris, Principal of a5.

The next two opportunities to gather public input will be at the upcoming Downtown Development Authority meeting that will be on Monday, April 24th at 5:30 PM at Charlevoix City Hall, 210 State Street. The second presentation will take place during the City Council meeting on Monday, May 1st at 7:00 PM at Charlevoix City Hall. During these meetings representatives from a5 will present a handful of brand concepts that were selected by the Branding committee to get further input from members of the community.

“I am excited by what we saw in our meeting with a5,” City Manager Mark Heydlauff said. “I think we have some good options to refresh the current look we have.” For more information, please contact Lindsey Dotson, Charlevoix Main Street Director at 231-547-3257,

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