Schoolcraft County Rebrand Earns National Recognition with Platinum MarCom Award

STC
19 hours ago
3 min read

MANISTIQUE, MI — The ongoing effort to unify Schoolcraft County’s brand and marketing identity has earned national recognition, as Michigan-based marketing firm Holt Bosse received a Platinum Award, the highest honor, from the 2025 MarCom Awards for its work on the Schoolcraft County branding campaign.

The award recognizes excellence in marketing and communications on an international level, with entries submitted by corporations, creative agencies, government entities, and non-profit organizations from around the world. The Schoolcraft County project was selected from thousands of submissions, underscoring the creativity and collaboration that have defined the initiative.

The project began under the leadership of Jennifer Watson, Chair of Schoolcraft Tourism (STC) and Victoria George, Executive Director of STC, who spearheaded the county’s Economic Resiliency and Recovery Plan in partnership with the Central Upper Peninsula Planning and Development Regional Commission (CUPPAD) in 2022. From that work emerged the Unified Branding Committee, tasked with creating a consistent, countywide brand identity that could be used across all marketing efforts by the county, city, townships, and STC.

A USDA grant made it possible for the committee to retain a professional marketing partner to bring the vision to life. After a competitive bidding process, Holt Bosse—a Michigan-based agency known for its work with Upper Peninsula organizations including UPTRA—was selected to develop a new visual identity, tagline, and suite of promotional materials.

The resulting brand was built on extensive community engagement and storytelling. As Holt Bosse described in its MarCom submission:

“The first step was bringing together an inclusive cross-section of the community to listen to what matters most—who they are and what they aspire to. From those conversations emerged a brand voice that reflects the heart of Schoolcraft County: human connection, creativity, and the natural beauty that fills it.”

The project has since produced a flexible 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 our communities: just like the water, our history, beauty, and shared stories run deep, tying us together as one. Local photographer Jake Shampine and writer Meagan Francis contributed to the project, ensuring a close connection to the images and storytelling that will represent our region. Complementary marketing tools, including a county magazine, print materials, outdoor boards, social media assets, and a refreshed Discover Schoolcraft website, now extend the unified brand to audiences across the state and beyond.

“This award reflects the hard work and enthusiasm shared by our community, the Unified Branding Committee, and especially the talented team at Holt Bosse,” said Victoria George, Executive Director of STC. “Their all-encompassing and energized approach helped bring our shared vision to life and truly represent all corners of Schoolcraft County. It’s exciting to showcase what is possible when our community comes together and to share with others what a remarkable place this is to live, work, and explore.”

Local business leaders have echoed that sentiment, noting the brand’s potential to strengthen both economic development and tourism and congratulating the efforts that led to the award. “We celebrate the dedication and teamwork that led to this achievement,” said Paul Walker, Chairperson, Schoolcraft County Board of Commissioners. “A unified identity for Schoolcraft County not only enhances our brand message but also ensures that every aspect of our county shines in a competitive landscape.”

The MarCom Platinum Award - one of the highest honors in the marketing and communications industry - is a testament to the beauty, creativity, and community spirit of Schoolcraft County, reflected in an award-winning campaign that we can all be proud of.

About Schoolcraft Tourism & Commerce (STC): 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.

About Holt Bosse: Holt Bosse is a Michigan-based marketing and communications agency specializing in creative strategy, design, and storytelling. The agency partners with organizations across the Midwest to craft meaningful brand identities and campaigns that connect people, place, and purpose.