Marketing firm behind Schoolcraft rebranding campaign honored

What’s happening: The Michigan-based marketing firm behind unifying Schoolcraft County’s brand and marketing identity received the Platinum Award, the highest honor from the 2025 Marcom Awards, for its work on the county’s branding campaign, Schoolcraft Tourism & Commerce announced on its website. The award recognizes excellence in marketing and communications on an international level.

Funding: A committee was formed with the task to create a unifying brand that could be used across all marketing efforts. A grant from the U.S. Department of Agriculture enabled the committee to hire a professional marketing partner the brand. Known for its work with Upper Peninsula organizations, including with the Upper Peninsula Travel and Recreation Association, St. Joseph-based Holt Bosse was selected for the campaign.

The campaign: The campaign has created a unified brand for the county and its communities, including a flexibile logo and color system that allows each community to maintain its individuality while remaining part of a cohesive countywide identity. The new logo reflects the rivers that flow through and connect Schoolcraft communities. The campaign also includes complementary marketing tools, including a county magazine, print materials, outdoor boards, social media assts and refreshed website.

What they’re saying: “This award reflects the hard work and enthusiasm shared by our community, the Unifited Branding Committee, and especially the talented team at Holt Bosse,” Victoria George, who is executive director of Schoolcraft Tourism & Commerce, said in a blog published on the tourism website. “Their all-encompassing and energized approach helped bring our shared vision to life and truly represent all corners of Schoolcraft County.”

About Schoolcraft Tourism & Commerce: Schoolcraft Tourism & Commerce is a public-private partnership that supports economic growth, business development, and tourism promotion across Schoolcraft County. Through collaborative initiatives and community-driven planning, STC works to strengthen the region’s economy and quality of life.