Rebranding for Lakeshore Advantage

About Lakeshore Advantage

Lakeshore Advantage is a regional economic development organization with a bold mission: to help West Michigan businesses not only survive but thrive. They serve as a catalyst for growth, working with both long-standing legacy industries and innovative new ventures. Their vision is clear: to strengthen the region’s competitiveness, foster innovation, and create a future where businesses and communities prosper side by side.

Over the years, Lakeshore Advantage has evolved from just a support system to become a trusted guide, connector, and champion for the region’s economic health. But with that growth came a realization: their outward image no longer reflected the energy, innovation, and leadership they brought to the table.

The Challenge

As the organization expanded its reach, its brand lagged behind. “Our previous identity didn’t reflect the energy and innovation we bring to the region. It was time for a brand that matched our impact,” shared Jacque Edwards, Lead Designer & Brand Strategist.

The old look and messaging portrayed Lakeshore Advantage as static—when, in reality, the team was dynamic, forward-thinking, and deeply involved in shaping the region’s future. The challenge wasn’t just aesthetic; it was strategic. How could Lakeshore Advantage communicate its evolving role, connect with a diverse range of stakeholders, and project confidence as a regional leader?

They needed a brand that wasn’t just visually modern but also strategically aligned with their mission. They needed something that would resonate with everyone, from global manufacturers to local entrepreneurs, while signaling a commitment to growth, innovation, and regional collaboration.

Our Solution

That’s where 2 Fish Co. stepped in. Our role wasn’t simply to design a new logo—it was to help Lakeshore Advantage reintroduce themselves to the region with a brand that embodied their energy and vision.

We began with careful listening. Through workshops and conversations with over 60 business leaders, we uncovered insights that informed the creative direction. This wasn’t just about design preferences—it was about understanding how stakeholders saw Lakeshore Advantage and what they needed from it. Inclusivity, forward-looking energy, and strategic clarity became the guiding themes.
From there, we developed a fresh, cohesive identity that captured both professionalism and innovation.

The deliverables included:

• A modernized logo that reflects momentum and growth.
• Cohesive messaging that tells their story with clarity and confidence.
• Updated signage that reinforces their presence throughout the region.
• Refreshed digital assets that carry the brand seamlessly into the online space.

“2 Fish Co. took the time to understand who we are and what we stand for. It wasn’t just design—it was strategic alignment,” said Grace Maiullo, Director of Marketing & Communications.
This was more than a rebrand—it was a strategic reset, positioning Lakeshore Advantage to lead with authority and authenticity.

The Results

The impact of the rebrand was immediate and powerful. Stakeholders viewed Lakeshore Advantage not only as a support organization but also as a trusted leader shaping the region’s economic future. “We’re now seen as a trusted regional leader, not just a support organization,” said President Jennifer Owens.

The new identity gave staff and stakeholders alike the confidence to tell their story consistently and compellingly. “The cohesive visual identity and messaging have made it easier to tell our story with confidence,” added Edwards.

The rebrand also marked a turning point for the organization. It wasn’t just about looking the part of an economic development organization—it was about stepping fully into their role as a driver of long-term regional prosperity. As Maiullo reflected, “This is where it started. We want the next generation to look back and say we invested in this community’s future.”

Looking Ahead

With a revitalized brand in place, Lakeshore Advantage is better equipped than ever to engage stakeholders, attract investment, and lead the charge toward a thriving regional economy. The Lakeshore Advantage story is no longer hidden behind outdated visuals—it’s front and center, bold and inspiring.

The lesson is clear: when your brand matches your impact, you’re unstoppable. For Lakeshore Advantage, the rebrand wasn’t just cosmetic—it was catalytic, unlocking new energy, new opportunities, and a renewed sense of purpose for the entire region.

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