The Grand Rapids Invitational is an annual high school regatta held on the Grand River. Organizers asked Wit & Craft to rebrand the event in a way that payed homage to the sport of rowing and the Grand Rapids, M.I. rich history.

The Mood Board shows the original Grand Rapids Michigan city flag.

During the 1800’s logs floated down the river to the furniture factories all along the shoreline of the Grand River. Eventually, these logs became some of the nation’s finest furniture.

Our design solution borrowed from the original city flag showing the factory on the river bank placed into a simple shield. The single oar identifies the sport rowing.

Results

100%
increase in merchandise sales

over the previous year.

The logo needed to work on both dark and light backgrounds and so two versions were created to keep the integrity of the mark intact.

A simple color scheme would give the graphics maximum contrast and retain some equity from the previous identity.

Event way finding system.