Business Leaders for Michigan
With a refreshed brand identity and earned confidence, one of Michigan’s pre-eminent business organizations affirms its collective and transformational focus on improving the future of an entire state.
A catalyzing force.
For Michigan.
Business Leaders For Michigan’s roots run deep. Founded in 1970 by Southeast Michigan’s largest employers as Detroit Renaissance, the organization was reimagined in 2009 as Business Leaders For Michigan to address shared economic and policy challenges statewide and to connect people and ideas across regions.
Committed to serving for the entire state of Michigan, Business Leaders For Michigan approached BasedOn to help align their focus and message to better represent the shared interests of members, and to more meaningfully reach Michigan residents in an increasingly complex and fast-paced political and social environment. Our process helped galvanize their diverse range of perspectives and priorities, resulting in a refreshed identity that reflects the catalyzing power that emerges when top leaders work together for collective success.
Strategy
Just as Business Leaders For Michigan distinguishes itself with direct CEO participation from every member, our brand strategy process was deeply enriched by these leaders' active participation in interviews, visioning and shaping their brand strategic framework. While their focus
was naturally on business issues and economic impacts, it was quickly clear that each person’s commitment extended far beyond improving conditions for their own companies and institutions, and also beyond the organization’s successes. Business Leaders For Michigan is distinguished by
the transformative power of their collective reach and influence to connect resources, people, ideas and solutions across the state—to ignite change. A catalyzing force for growth, shared prosperity and lasting progress for all of
us. Tellingly, the spark to this clear vision and renewed energy was right in their name all the time:
Verbal Identity
As a Catalyzing Force that guides people and industry towards new possibilities for growth and transformation, their language needed to break through alienating and expected business-speak, and engage people directly in both the vision and action of their work. We defined a voice that speaks with Confidence, Energy and Boldness.
We speak with Confidence, Energy and Boldness
In addition to developing clear and impactful key brand messaging to focus and strengthen their presence, we brought forward “For Michigan” from their name as a powerful reminder of Business Leaders For Michigan’s impact, and to reinforce each person’s commitment to the vision. With their team, we crafted narratives and key messaging for the organization and their members to use and build upon. Capitalizing “For” in their name further encourages people to use their full name, which builds recognition.
Business Leaders For Michigan
Business Leaders For Michigan is a statewide organization driven by CEOs from the state’s leading employers, all working toward a shared goal: making Michigan a Top 10 state for jobs, talent and a thriving economy.
Visual Identity
With their focus on transformation and change, Business Leaders For Michigan was ready to embrace a visual identity characterized by vivid colors, sharp design details and clean typography. Photography centers on dramatic compositions and views of Michigan’s diverse places, while bright, colorful and natural photos of Michiganders help ground and connect on a personal level.
Our design team explored numerous ideas to evolve their brandmark. Turning their existing icon on its side allowed the shapes to expand and grow with sharp, confident lines and bold chartreuse green tones. We reinforced a strong focus on "For Michigan" by reshaping the wordmark and bolding that phrase, using a lively cobalt blue that evokes leadership and tradition while bringing new energy to everything they do.
Putting the Brand into Action
Because they were actively engaged partners throughout the brand evolution process, Business Leaders For Michigan’s team quickly and effectively put their evolved identity into action. BasedOn redesigned their website with their new impactful identity, prioritizing simplicity and focused information for both their members and the public. Additionally, BasedOn’s content strategy team created a social media guide, positioning Business Leaders For Michigan for clear, consistent and impactful communications. Through social media, impact reports and inspiring video, Business Leaders For Michigan stands out as a catalyzing force. For Michigan.
Illuminate.
Connect.
Ignite.
The power of commitment.
For Michigan
Summary
Dedication to making Michigan a Top 10 state takes powerful vision, extensive energy and personal drive. Business Leaders For Michigan needed their brand to embody that dedication: to be as engaged and inspired as each of their member CEOs are, and as sharp and dynamic as their staff. Recognized as a catalyzing force, Business Leaders For Michigan is igniting meaningful change.