Home | Traction
  • Brand Strategy
  • Identity System
  • Package Design
  • Illustration
  • Verbal Identity
  • Digital Design

Mucky Duck Making the Moment

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  • Brand Strategy
  • Naming
  • Identity System
  • Environmental Design
  • Illustration
  • Package Design
  • Verbal Identity

Cut & Run Coffee. Cowork. Cocktails. Coast.

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  • Brand Strategy
  • Naming
  • Identity System
  • Verbal Identity
  • Illustration
  • Package Design

Dream Machine Distillery Small Batch Spirits For Spirited People

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  • Brand Strategy
  • Identity System
  • Print Collateral
  • Digital Design

Alzamend Neuro Making Alzheimers Just A Memory®

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  • Brand Strategy
  • Identity System
  • Print Collateral
  • Advertising

Martin Commercial Building Business Communities.

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  • Brand Identity
  • Campaign Design
  • Digital Design

Wieland Excellence In Construction.

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  • Brand Strategy
  • Naming
  • Identity System
  • Package System
  • Environmental Design

Franklin Fields Free Your Mind

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  • Brand System
  • Campaign Creation
  • Print Collateral
  • Identity Design
  • AI

Capital City Film Festival A Home for the Wild and Wonderful

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  • Campaign Design
  • Illustration
  • Print Collateral
  • Advertising
  • AI

Lansing Symphony Orchestra Annual Season Campaigns

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  • Brand Strategy
  • Identity System
  • Package Design
  • Environmental Design

Cravings Everything is better covered in chocolate

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  • Brand Identity
  • Environmental Design
  • Digital Design

Klavon's Pizzeria and Pub Handcrafted, Artisan Pizza

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  • Naming
  • Brand Identity
  • Digital Design

Marana Group Data. Documents. Distribution.

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  • Naming
  • Brand Strategy
  • Identity System
  • Illustration
  • Advertising
  • Campaign

The Botanical Co Enhancing Lives Through Cannabis

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  • Brand Strategy
  • Identity System
  • Website Development

American Plumbing Craftsmanship Installed with Pride

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Brave and creative.

Traction is an expert brand strategy and positioning agency. We help organizations differentiate by crafting remarkable visual and verbal identities. We’re a passionate group of creators who believe in the great power of curiosity and celebrating individuality through blending diverse experiences. We have become Mid-Michigan’s most award-winning and nationally recognized creative studio.

Our Expertise

  • Research
  • Brand Strategy & Story
  • Naming
  • Visual Brand Identity
  • Verbal Brand Identity
  • Brand Activations
  • Campaign Strategy
  • Design

Our Team

  • Camron Gnass, Founder, Principal, CD
  • Gerald Westlund, Associate Creative Director
  • Maggie Noble, Brand Designer, strategist
  • Irina Balyan, Designer
  • Stephanie Harp, Client Services
  • Rashi Bhalerao, Designer

Select Clients

Updates

Best Back to Back

This year, we took home the top honor of Best in Show once again, along with two Gold and three Silver ADDYs. Take a peek.

02.21.2025 — Awards
See the Stack

Saddleback Pod Seat

A chat with the founders from Saddleback and Traction on differentiating branding and marketing and when it makes sense to dive in!

07.23.2024 — Podcast
Hop on the saddle

Dieline Awards Shortlist

Recognized in a premier global packaging design competition showcasing exceptional creatives and agencies shaping the packaging design industry.

04.08.2024 — Awards
Don't Pass the Mustard