A great idea turned into something else. Like many small towns in Michigan, Chelsea wants to keep up with the times but retain its heritage too. The challenge: create an umbrella identity, a brand, that can be used by the village and businesses alike that captures the specialness of Chelsea. With simplicity in mind, we designed a creatively comprehensive system based on the word “else” hidden in the name Chelsea. The core idea: to invite people to indulge in, and experience, “something Chelsea.” The concept, and all of the materials we created (print ads, billboards, website), continues to grow and evolve and has been met with amazing success.