• Creative Endeavors

    Re-envisioning Benzie

    Text: Kyle Gandy The Benzie County Visitors Bureau, or CVB, specializing in tourism and hospitality marketing in northwestern Michigan off the coast of Lake Michigan is revitalizing their brand with the launch of Make it Benzie. With the help from Greenlight Marketing based in Traverse City, Michigan, the organization continues to work on redesigning their name, logo, photos, videos, and other multimedia to support their mission of drawing visitors to the area and communicating the experience of Benzie County.  To convey a story, whether through a logo or billboard, there is a level of intention and thought needed for the respected medium to accurately communicate the intended message to its…

  • Creative Endeavors

    Arbor reborn

    Text: R.Collins  In the early 2000s, when the invasive Emerald Ash Borer beetle sparked an epidemic in southeastern Michigan, many trees native to the region had to be cut down and replaced. Then, about five years ago, Jenny Barger, co-founder and director of sales and marketing at Live Edge Detroit, received a coffee table composed of ash wood and beautifully exposed Emerald Ash Borer etchings from her brother Joe Barger.  The table sparked a business idea that would bring a new supply of natural materials to Detroit’s do-it-yourself and sustainable design scenes, and shortly thereafter, Live Edge Detroit was born. With support from their father, Mike Barger, who is a…