Lansing, Michigan

For planners and organizers or leisure seekers, Greater Lansing (and CVB) - home to the State Capitol, MSU, and diverse districts in the largest urban center closest to the most Michiganders - are turnkey hosts where a higher level of service, hospitality, and creativity excites a positive visitor experience that surprises, delights, and exceeds expectations.
About This Project

The Lansing region is located in the center of Michigan and is known not only for being the state capital, but for its diverse communities, interesting offerings including food, sports, arts, parks and a truly welcoming nature. As the state has become more competitive for conference and event dollars, Lansing wanted to make sure it remained top of mind for meeting planners by reinforcing its strengths and tying together the various areas of the region, highlighted by Michigan State University (in adjacent East Lansing) and a wide array of options for tourists to experience and sporting enthusiasts to embrace. This meant revising the identities of both the CVB and the Sports Authority as well as positioning the region as a whole.

Through an in-depth research process, North Star discovered that the distinct advantage of Lansing was not only in its distinct attractions. The staff of the CVB and Sports Authority were cited as the main reasons planners chose Lansing for their conventions and sports events. Their responsiveness, creative approach to problem solving, certified tourism ambassador program and specific experience in planning destination events across virtually every sport offered positive and productive attendee experiences that were unlike other regions of the state. Couple that high touch experience with a unique blend of communities and major college sports facilities and the value proposition for the greater Lansing area was clear.

Brand Identity

North Star’s creative process delivered two distinct yet complementary names and branding identities for the CVB and the Sports Authority. The new name for the convention and visitors bureau – Choose Lansing – and the revised Lansing Sports Commission (for the former sports authority) are connected by the tagline “Plan on Something Greater.” The line provides both inspiration for planners, sports entities and individuals to see the larger Lansing region and its vast assortment of resources and attractions. A star was leveraged to highlight the central location of Lansing and emphasize its place as the capital of Michigan. The color palette helps actualize the diverse culture and topography of the Lansing region, bringing in an assortment of colors to use for both sports and tourism activities and works in a variety of settings and applications. Explore Choose Lansing’s brand launch website at