• Brand Strategy
  • Marketing Research
  • Marketing Plan
  • Media Buying
  • Logo Identity Updates
  • Web Development
  • Social Media Graphics
  • Billboards
  • Digital Advertising
  • Print Advertising
  • Signage

About Watch Muskegon

Through joint efforts by the City of Muskegon, The Muskegon Lakeshore Chamber of Commerce, and other organizations, the Watch Muskegon, AKA “Watch Us Go”, brand began in 2016 as a community morale-building place-marketing campaign to show that Muskegon was on the rise. It quickly became viral and hasn’t really lost steam since. In fact, communities outside of Muskegon now recognize it and it’s become a true representation of the great things happening in Muskegon County. Fast forward a few years, and it was time for a new campaign with a slightly different focus.

Their Situation
Our Solution
Work Samples
Their Situation

Muskegon is on the rise and has been for quite some time. The City of Muskegon and The Muskegon Lakeshore Chamber of Commerce put out a request for public proposals to develop version 2.0 of the famed Watch Muskegon, A.K.A. “Watch Us Go” Campaign to help raise awareness to Muskegon, share the recent upgrades, and to attract a variety of audiences to the county.

While previous campaign efforts focused mostly on local messaging, the new campaign would focus on attracting people who are familiar with Muskegon to consider moving to Muskegon.

Our solution

Using Simon Sinek’s “Start with Why” process, Kindred facilitated research with the target audiences and whiteboard sessions with local leaders to discover Muskegon’s Why and other key marketing strategies and messaging.

Our belief is that if someone is looking to move, they must feel like something is missing in their life, so our campaign concept pairs various personal words completing the phrase “Find Your _____ in Muskegon.” with beautiful imagery of Muskegon’s greatest assets.

The new website points to a unique domain “” which tells Muskegon’s story in a new way, and it includes the ability for people to share short video testimonials of what they “found” in Muskegon as well as interactive maps of popular destinations Muskegon residents appreciate.

Work Sample Gallery

Kindred's team nailed the evolution of the Watch Muskegon campaign. The concept really resonates and the digital ad numbers are great. Our team and even our donors are extremely happy.

Muskegon Lakeshore Chamber of Commerce

Ready to finally start that project?