MUSKEGON COUNTY, MI – The Town of Norton Shores is embarking on a new marketing campaign showcasing its natural resources and outdoor recreation with the tagline “It’s in our nature”.

The campaign includes several new graphic logos, a new website and merchandise.

City staff and council members have discussed for several years the need for economic development and a city-specific place-building marketing campaign, Norton Shores Mayor Gary Nelund said. at MLive.

The city ended up hiring Revel for around $ 30,000 to help design the campaign with the help of community focus groups, Nelund said. The theme that kept coming back was how those who live in Norton Shores take advantage of its natural beauty and public access to enjoy it, he said.

“Norton Shores is a traditional suburb – we don’t have a city center,” Nelund said. “The general idea was that it’s attractive for people to buy houses and live in Norton Shores, not because they want the amenities of bars, restaurants and that sort of thing. We have miles of Lake Michigan shoreline. We are proud of our parks.

The new main city logo is an updated version of the current one that features a sunset over the waves. There are six secondary logos that feature kayaking, biking, hiking, camping, hills, and dunes.

The logos have been reproduced on various merchandise, such as hats and t-shirts, which will be available for purchase at a public ‘brand launch event’ at noon on Tuesday August 10 on the lawn of the North Shores Town Hall, 4814 Henry Merchandise from St. The Norton Shores will also be on sale at Town Hall and online.

“I hope the community embraces the brand new brand and that creates some community pride,” said Nelund. “I think that’s our ultimate goal.

the the new website,, provides information on local restaurants and shops, schools, community events and, of course, the city’s outdoor attractions. It offers residents the option of signing up to receive emails and other communications. It also offers a chance for visitors and potential new businesses to experience what the city has to offer.

The city is also revamping its municipal website,, to reflect the new brand. This new website will go live on Tuesday.

Located 10 minutes from downtown Muskegon, Norton Shores offers the best of both worlds, Nelund said.

“You can live in Norton Shores and you can go to downtown Muskegon to visit Unruly and all the pub breweries,” he said. “But in 10 minutes you’re back to Norton Shores where it’s calm and there are deer, turkeys and owls.”

The timing for the nature-based campaign looks good, especially after the COVID pandemic has prompted so many people to get out there and experience nature, Nelund said.

Norton Shores is home to the city’s Lake Harbor Park and PJ Hoffmaster State Park, offering pristine Lake Michigan shores and opportunities for hiking, camping, and picnicking.

Mona Lake also figures prominently in the city, where Lake Harbor Park has a paved trail and prime fishing spots, and the city’s Ross Park has a family-friendly beach. There’s also the town’s Black Lake Park which offers hikes, picnics, and kayaking.

Norton Shores is also set to host a very important new park, Muskegon County’s Dune Harbor Park, on two inland lakes created by sand mining.

A 214-acre first phase of the passive-use park off Lincoln Street, which includes 400 feet of Lake Michigan frontage, is scheduled to open later this year.

“We have essentially 6 miles of undeveloped Lake Michigan shores,” Nelund said. “We don’t have hotels, we don’t have restaurants on Lake Michigan – we don’t have any of that. It’s all natural.

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