The process for creating the Upper Peninsula logo was truly collaborative. Three designers, an art director, and a copywriter with local insight took aim at a rustic, irreverent tone for the tourist campaign. The circular patch would stand alone in many applications.

The aesthetic behind the Upper Peninsula "survival guide" direct mail piece was low-tech, as if the person tasked with the brochure was a middle-aged office worker who makes the best with what he or she can find: old postcards, cut up magazines, Xerox copies and salvaged wood type.

The backside of the folded guide is a quirky poster, an example of typical cabin furnishings in the U.P.

This group project received a Merit award in the AIGA Blue Ridge Flux 08 design competition.