Recently residents and visitors began doing double takes as they drove through White Cloud. They are noticing the new pole banners posted on M 37 and Wilcox Avenue that present the new White Cloud Tag Line a “Trail For Every Season”. These colorful banners and logos represent a recreational activity like paddling on the White River water trail, hiking or cross country skiing on the North Country Trail or zooming down the Diamond 3 trail on a snowmobile.
The banners also represent a successful and ongoing branding initiative by several City and County individual dedicated to letting all Michiganders know about the recreational activities that are available in and around White Cloud. This initiative is led by Mr. Dan Abid a local business owner and Chair of the White Cloud Downtown Development Authority (DDA). Dan has drafted a project committee that included, City Business Manager Lora Kalkofen, Mark Guzniczak NECDO representative, City Mayor Charles Chandler and others to support this initiative.
However, from the beginning the committee struggled with developing a new brand image that would strengthen White Cloud’s recognition as a trail town on the North Country Trail and identify other local recreational opportunities. Additionally they wanted to honor White Clouds legacy tag line “Where the North Begins and Pure Water Flows” but also recognizing that most folks traveling through White Cloud on Friday afternoons think the North begins much further up Michigan Highway 37.
Dan and other members of White Cloud DDA wanted the project completed and the banners up before the annual Trail Town Celebration held on September 29th and 30th. With that timeline all felt it was time to call in the professionals to resolve some of the issues and move the project forward. The Brandmark Goods firm was selected and Genji Leclair their Director of Business Development from Fremont soon had the project in hand. She helped the White Cloud branding committee identify White Cloud’s goal, their strengths and the message the new brand image would convey to the public. This was followed by a flurry of meetings and activities that in a very short time produced possible tag lines, example of logos for pole banners, City stationery and more.
The committee with the assistance of Genji made decisions on the tag line, style of logos and colors and Brandmark Goods staff quickly produced graphics and samples that Dan presented to the DDA for approval. The rush was on to get the pole banners produced and up for the impending Trail Town celebration. Genji and Brandmark Goods delivered the banners and even produced a special Tee Shirt for the Trail Town Celebration. The White Cloud Department of Public Works installed the banners and the Trail Town participants and attendees had the opportunity to see a new colorful look and now know that White Cloud has a “Trail for Every Season.”
And that whatever your recreation activity there is a place for you to play in and around White Cloud.