“It really has been quite a process we’ve undertaken with the branding,” said Dana Kollewehr, the authority’s executive director.
According to Kollewehr, the new branding effort was made possible by a 2010 grant from the Michigan Main Street program for up to $30,000.
“We are fortunate to have received the grant Michigan Main Street provided to us,” Kollewehr said. “We definitely wouldn’t have been able to accomplish this work without it.”
Grand Haven was selected along with several other cities to receive branding services from the pilot program. The process has resulted in a new image for the DDA, as well as a new tagline: “Escape the everyday, anyday.”
According to Kollewehr, this tagline reflects the quality of life people experience while living in the area. Kollewehr said both DDA stakeholder surveys and surveys conducted by the Grand Haven Area Convention & Visitors Bureau both reflected the strong quality of life the city has to offer.
“We felt it was the perfect portrayal of our district,” Kollewehr said.
To go along with the tagline, the brand also received a new logo with a bright, vibrant color scheme that reflects the DDA’s relationship with the waterfront.
“It also reflects the energy and the vibrancy of the district,” Kollewehr said.
Kollewehr said it is essential that the DDA reinforces the new brand in everything that they do. They will apply the new brand to maps, committee logos, billboards, online newsletters, rack cards, T-shirts, event logos, new lightpole signs and even new wayfinding signs.
“We feel we can be successful doing this with the Principal Shopping District and the promotions coming up,” Kollewehr said.
The branding effort doesn’t stop at images and words in the community, as it also has a presence on the Internet.
“One of the larger concepts of the project was the new website,” Kollewehr said. “It’s much more dynamic than we’ve had in the past.”
The main difference between the current site and new site is that is provides more information about businesses located in the DDA district, and it also has more information about DDA programs and events.
Kollewehr said that overall, information is a lot easier to find.
“There is a lot more content on the new website,” Kollewehr said. “That will launch on Monday.”