Michigan City, Indiana has incredible assets and has successfully attracted many visitors over the years with its beautiful beaches, outlet mall and casino. But they still needed a brand that would define the city's unique selling proposition, address downtown development, and unify various stakeholders & organizations on a strong direction moving forward.

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Forsell Design created a brand that is that is a combination of grit & creativity, along with entrepreneurialism and opportunity in a cool beach town setting. The brand is meant to showcase the lifestyle you can have in Michigan City.  Attracting artisans and the creative class, was a top priority. The tagline represents the cycle that draws residents and visitors to this active and creative city.

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The new brand led to the creation of a free-spirited Uptown Arts District. This houses the Franklin Street Market, Foundry Square, micro-brews, eateries, music venues, galleries, and so much more. 

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