Our Michigan Coffee Table Book

A Case Study

The Office of the President and the Office of the Vice President for Communications partnered with Michigan Creative to create Our Michigan, a 256-page coffee table-style book as a gift for key audiences and a public-facing brand asset. Michigan Creative led creative strategy, design, production management, and coordination across Univeristy Press,Heritage Communications, and editorial collaborators to bring this ambitious, high-profile project to life.

Capturing the Spirit, History, and Vision of U-M

At the request of the Office of the Vice President for Communications, Michigan Creative designed and produced a hardcover book that captures the university’s rich heritage, brand narrative, and aspirations for the future. The book is a flagship storytelling vehicle aligned with U-M’s Vision 2034 and brand platform, intended as both a strategic relationship-building gift and a public showcase of Michigan’s gravitas and identity.

Services

Content Development Strategy Brand Identity Print Design

Challenge

Michigan Creative was tasked with creating a compelling and enduring artifact that united the university’s historical legacy, current strengths, and future direction. The book needed to serve multiple audiences — including donors, alumni, policymakers, and institutional leaders — while meeting university leadership’s expectations.

Outcome

The initial print run was increased from 1,000 to 3,000 books. President Ono was so pleased with the results of Our Michigan that he asked Michigan Creative to lead the development of a series of four additional coffee table-style books (focused on the evolution of campus, the arts, research, and athletics) to supplement the original.

Project Goals

Provide a powerful and high-quality gift for key constituents

Showcase U‑M’s breadth, depth, and leadership across disciplines, generations, and missions

Position U-M as timeless, inclusive, and future-focused

Reinforce brand identity and values through emotionally resonant storytelling

Integrate Vision 2034 into a public-facing creative asset

Increase support and pride among diverse U‑M audiences

Elevate U‑M’s stature through exceptional design, editorial excellence, and rich visuals

A spread showcasing two page designs from the Our Michigan book

Students at U-M play football on a muddy field

A collection of historical documents and forms

Strategic Teamwork: From Concept to Completion in Seven Months

Our Michigan was a collaborative effort among several units within the Office of the Vice President for Communications, including Michigan Creative, the Heritage Project, and Michigan News, as well as a freelance writer, and the U-M Press. The project was completed on a tight timeline, with the 256-page book featuring 100+ image-driven impact stories being conceived, written, and designed in just seven months. This was achieved by combining newly created content with existing stories adapted from other U-M storytelling initiatives.

Multi-Platform Distribution Strategy

Released in the fall of 2024, the book was planned for wide distribution for presidential gifting, university leadership, and public retail distribution through Amazon, Barnes & Noble, Literati, Bookshop.org, and U‑M Press. An Open Access eBook version was also developed for wider accessibility.

After seeing the finished product, the Alumni Association and the Office of University Development also ordered copies for membership premiums and giveaways.