Baton Collective, a parent company to a collection of West Michigan businesses, builds on their strong family legacy by investing in communities through good ideas and great people.

With a desire to move away from the expected, corporate look, Baton Collective needed a strong identity and voice to position themselves as a timeless icon while reflecting the company’s new generation of dynamic leadership and forward movement in the community. The identity revolves around a logomark representative of a spinning baton—an active symbol infused with energy and indicative of teamwork. The wordmark, typography, and color palette strike a fresh balance between the strength of a corporation with the warmth of a family.

For the voice of Baton Collective, we crafted messaging that felt professional yet playful. Whether printed on apparel or utilized in a presentation, the clever communication always acts as a reminder of the values of teamwork, family, community, and striving for continuous movement forward.