Michigan Global Talent Initiative
Overview
Michigan’s workforce future hangs on one undeniable truth: without immigrant inclusion, the talent gap can’t be closed. But in an era of political polarization, telling that story takes more than data, it takes a brand bold enough to lead, clear enough to unify, and human enough to inspire.
Enter the Michigan Global Talent Initiative (MGTI). Backed by bipartisan leaders, championed by chambers of commerce, and aligned with the state’s ambitious “60 by 30” workforce goal, MGTI’s partner organizations were already shaping Michigan’s future. But the new brand wasn’t carrying the collective weight of their impact. The message was critical.
This wasn’t just branding. This was movement-building.
Capabilities
Brand Personality
Brand Archetype
Brand Positioning
Market Differentiators
Key Messaging
Visual Identification
Logo Design
Typography/Font
Brand Colors
Brand Expression
Brand Guide
Style Guide
Collateral Design
Website Design and Development
Media Relations
Content Consulting
What We Did
We started where MGTI starts, with people. Skilled immigrants. Employers who need them. Communities that thrive because of them. From that foundation, we uncovered MGTI’s defining truth: they don’t just advocate for immigrant inclusion. They are the connective tissue linking talent, policy, and industry.
We built a brand to match that role. A modern visual identity rooted in trust and momentum. A voice that speaks with clarity, conviction, and authority. Messaging that transcends politics and positions MGTI as a convener of statewide change. Then we extended it into a website designed to inspire confidence, collateral that commands attention, and a communications strategy that carries their story to every corner of the state, and beyond.
But we didn’t stop there…
Results
CRIMSON amplified the brand with advocacy content, social media strategies, and earned media that turned advocacy into impact. The results: coverage on WDIV-Local 4 reaching 1.5 million people, and a national story on MSN.com spotlighting immigrant entrepreneurship that reached 126 million with an ad value of $1.1 million+.
The result? A brand as bold as its mission. A message strong enough to bridge divides. And an organization that is no longer whispering about the future, it’s shaping it.
MGTI isn’t just on pace to meet Michigan’s workforce goals. They’re redefining what it means to lead.
