Northwest Initiative

University capstone project.

Teams of students were asked to completely rebrand and build a campaign for Northwest Initiative, a Lansing non-profit organization that provides a multitude of community services to local residents. I was the primary art director and helped create and edit most copy.

Our primary messaging focused on how Northwest Initiative helps to grow and strengthen the community. We used simple imagery and messaging to ensure maximum reach and accessibility. Secondary messaging focused on some of the various programs offered by Northwest Initiative.

We decided to go bold with our guerrilla marketing tactic, so I suggested we build a floating garden in the Grand River in Downtown Lansing with Northwest Initiative branding. It would also feature the message "food where you least expect it" to allude towards their traveling farmers market. 

Spring 2017.