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Listening. Creating. And repositioning an institution.

Michigan Public

Michigan Radio, a family of NPR stations throughout the state, was looking to take
a giant leap forward.

They had become more than radio, expanding into new technologies and exciting possibilities.

And they were looking to expand their audience, appealing to new generations of listeners.

Through an extensive research project, we uncovered their unique story.

We defined it.

We gave it new life through multiple paths forward.

We tested. We held focus groups. We honed. We narrowed.

We updated the name to reflect a more expansive future.

We created a new identity to symbolize a more dynamic vision.

And then, we unleashed it across the state.

Welcome to Michigan Public.

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