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Waterways | SEM Branding and Website


environmental consultant kayaking and capturing data on Lake Michigan

The Client

Dr. Doug McLaughlin is an environmental consultant with an infectious love for the Great Lakes waterways. He is the founder and director of WaterWays|SEM, L3C, a low-profit limited liability corporation supporting science, education, and management of water resources. Like a lot of our clients, Doug had done all of his own marketing as he launched his business, but needed some more cohesive marketing pieces to help take his organization to the next level.


How Illuminated Marketing Helped

  • Brand Development

  • Logo Creation

  • Marketing Strategy

  • Presentation Design

  • Website Development


The Results

Our first project for Waterways | SEM was a One-Page Marketing Plan. This small but mighty document gave Doug some cohesive branding elements and key messaging to better represent his organization’s mission. It also outlined clear and specific recommendations to optimize his marketing approach. Based on those recommendations, Doug hired Illuminated Marketing to create a logo and develop a more comprehensive and mobile-friendly website.


Check it Out


Know you need help with marketing for your organization but not sure where to start?

Many organizations know they need to shift from DIY marketing to a more strategic approach, but making that change can feel overwhelming! Starting with a One-Page Marketing plan can offer the clarity you’re craving. Schedule your free consultation today to start the conversation!



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