By Kierstin Gunsberg

February 2026

Marketing: The Lifeblood of Business

In today’s rapidly evolving marketplace, effective marketing is not just beneficial—it’s essential. From brochures in hotel lobbies to advertisements in magazines and newsletters in our email inboxes, marketing messages bombard us from all directions. As a result, businesses must strive to showcase their unique offerings in a way that resonates deeply with their target audiences. Genuine marketing practices are increasingly vital for businesses to stand out amidst the overwhelming noise. Northern Michigan has several creative agencies working diligently to support local businesses in this mission, crafting strategies that not only reach but captivate their intended audiences.

Idea Stream: A Legacy of Relationships

Stratton

Founded in 2000, Idea Stream has earned a stellar reputation by partnering with well-known companies like Miner’s North and Sonny’s Body Shop. Their philosophy revolves around cultivating long-term relationships with clients, which is evident in the words of founder Marsha Stratton.

“When I consider our journey, the most significant aspect has been the longevity of our client relationships,” Stratton remarked. Celebrating 25 years in the northern Michigan marketing landscape, she feels that the real victory lies in witnessing campaigns unfold over the years. There has been no shortage of fulfilling experiences for her team.

“It’s exhilarating to engage in more high-profile initiatives—be it bus wraps for BATA or dynamic billboard campaigns—and watch our clients’ names light up the town,” she shared enthusiastically.

Showcasing Their Expertise: The portfolio of Idea Stream is diverse, ranging from stunning web designs for builders like Mac Custom Homes to promoting the enchanting offerings of Cobblestone Farm for prospective brides and grooms. They have also contributed to the creative packaging of Herkner Farms’ fruit toppings and served as the creative force behind aerial photography and video assets for Copper Ridge Surgery Center.

The Creative Dynamics: By maintaining a streamlined team of four creatives, Idea Stream can allocate more of their clients’ budgets to outbound marketing and media initiatives, according to Stratton. This strategic focus allows them to devote their energy fully to understanding client challenges and crafting meticulous strategies where “no detail is ever overlooked.”

Future Projects: A noteworthy project currently in the works is Grand Traverse State Bank, a brand-new community-focused financial institution. Idea Stream has been actively collaborating over the past year to develop their brand, which includes everything from internal marketing strategies to the design of traditional signage.

Proof Positive: A Deluge of Creativity

Auch and Campbell

At their boutique design firm, Proof Positive, Eric Campbell and creative partner Jacquie Auch have undertaken so many projects in 2025 that quantifying them feels impossible. “We manage dozens and dozens of projects throughout any given year,” Campbell stated, highlighting their steady stream of smaller retainer clients that keeps their creative wheels turning.

Expanding Horizons: Their client portfolio is a testament to their versatility. They have developed marketing materials for organizations like the Grand Traverse Conservation District and put in considerable effort crafting materials for Austin Groesser’s startup, Big Dipper Cookie Co. This year, they successfully launched an upgraded website for Prout Financial Design, complete with immersive video assets. Their creative flair was evident in a comprehensive packaging redesign for Traverse City’s Northwoods Soda, renowned for its original Wild Bill’s Root Beer.

In an exciting expansion, Campbell and Auch have also delved deeper into agricultural branding, incorporating Lake Ann’s Wanderwood Farmstead and Old Mission Peninsula’s Local Yokels Farm into their portfolio. These detail-rich projects showcase just how refined and strategic farm branding can be, extending even to the intricately designed wallpaper for the latter’s market bathrooms.

Understanding the Creative Process: Regardless of the project scale, the duo begins each brand-building process by delving into their clients’ core values and history. This foundational understanding allows Proof Positive to align their creative output authentically with the essence of the brands they represent.

From comprehensive campaigns to subtle rebrands, authenticity remains paramount. Campbell emphasizes, “Today’s consumers are smarter and gravitate toward brands that exemplify honesty and integrity. That’s the kind of relationship that endures.”

Upcoming Initiatives: Proof Positive’s exciting upcoming projects include continuing a Brand Guidelines initiative for Oryana, along with their annual refresh of outdoor-recreation-focused visitor guides for both the Gaylord Convention and Tourism Bureau and the Munising Visitor’s Bureau.

Brand Tonic: Local Mindset, Global Outreach

Tompkins and Lake

From strategy consulting to executing extensive marketing collateral, Audra Tompkins estimates that nearly 90% of her agency’s work in the past year focused on northern Michigan organizations. Along with business partner Jennifer Lake, Tompkins heads Brand Tonic, a boutique agency nestled in Traverse City’s vibrant SoFo neighborhood. Their commitment to local clients facilitates direct interaction, allowing them to meet in person to hammer out campaign particulars.

Visibility of Their Work: The impressive portfolio features designs for various brands, including Grocer’s Daughter chocolates, Copper Aesthetics’ metallic-themed designs, the Grand Traverse Pie Company’s modern identity, and the colorful, abstract logo for Old Town Playhouse. A significant portion of their clientele consists of nonprofits. “One of our strengths lies in helping organizations grow while remaining true to their core identity,” Tompkins reflects. Their ever-expanding portfolio has recently welcomed The Botanic Garden at Historic Barns Park, Leelanau Conservancy, Rotary Charities of Traverse City, and BATA.

The Creative Approach: Staying geographically close to their clients allows them to navigate audience expectations and local nuances effectively. For instance, capturing the unique wild flora blooming at The Botanic Garden in their promotional materials is all about nuance. Additionally, they consider geographical influences, such as incorporating the lush pine-green hues prevalent at NMC into its brand identity. The burst of chaotic realness in a slice of Grand Traverse Pie Company’s cherry crumb piqued their interest, solidifying a commitment to portraying organic imperfections across visual narratives.

Upcoming Collaborations: Lake and Tompkins are currently working with long-standing client, Interlochen Center for the Arts on a fundraising theme and design for the institution’s centennial celebrations, slated for 2028.

Petrovich family

Copper Bottom Creative Co.: Family, Community, and Creativity

For the husband-and-wife duo Emily and John Petrovich, the recent focus has been on creating intricate marketing plans, ad designs, and website builds for both national brands and local northern Michigan clients—all while skillfully managing school pick-ups for their young family. Their company emerged in Colorado back in 2009 but flourished further after relocating to Elk Rapids.

Collaborating with like-minded working parents seeking to scale their businesses is now an integral part of their approach. “It seems to have forged connections with clients who share a commitment to family and community,” Emily observed.

Where You’ve Experienced Their Work: Their recent projects include an updated website for Edson Farms, featuring carefully curated graphics and photography that reflects a brand identity Emily and John describe as both “clean and fresh.” They have also taken charge of the Elk Rapids DDA’s latest marketing initiatives, showcasing the faces and families of local businesses along River Street.

“The objective was for viewers to connect personally with the faces and families behind the businesses, enhancing community ties,” Emily added, emphasizing the positive opportunities for connection that emerged through the process.

Understanding Their Creative Process: For the Petroviches, a vital lesson learned at the outset was the crucial role of implementing ethical strategies to foster trust among their clients and help them build genuine relationships with their customers. As artificial intelligence increasingly infiltrates the industry, often yielding unsettling and uncanny outputs, maintaining this authentic approach becomes more vital than ever in their work.

What’s Next: Copper Bottom Creative Co. has recently embarked on a brand refresh and full website redesign for Elk Rapids Harbor Days. This project holds special significance for Emily, who expressed her enthusiasm: “Our family has cherished Harbor Days celebrations, and knowing we’re contributing something special makes this project even more meaningful for us.”

legal Clarity through AI: The Role of AI legalese decoder

As businesses navigate these evolving marketing landscapes and collaborations, the complexities of legal documentation should not be overlooked. This is where AI legalese decoder comes into play—it simplifies complex legal jargon into plain language, making it accessible for entrepreneurs and agency owners alike. By using the AI legalese decoder, businesses can clarify contracts, understand liability issues, and negotiate terms without needing advanced legal expertise.

This tool can empower clients to engage better during collaborations, protecting their interests while allowing for those all-important creative exchanges to flourish. Therefore, AI legalese decoder not only enhances comprehension but also serves as a valuable asset in any marketing strategy, ensuring that businesses can focus on growth while minimizing legal pitfalls.