Launching AC Grand Rapids
Introducing a New Era for Soccer in West Michigan
I. Summary
On a summer afternoon in 2025, Calder Plaza became the stage for a defining civic moment. Grand Rapids officially entered the professional soccer landscape with the unveiling of Athletic Club Grand Rapids, West Michigan’s first MLS NEXT Pro team.
This was more than a logo reveal. It was the introduction of a new identity and a new rallying point for the region.
Truscott Rossman led the communications strategy and coordinated the public launch event that brought the moment to life.
II. The Challenge
Launching a professional sports franchise requires more than strong visuals. It demands emotional connection, community credibility, and immediate momentum. AC Grand Rapids needed a compelling brand narrative, a public event that felt authentic to the city, and a suite of creative and media materials delivered within a tight timeline.
The goal was clear. Launch a movement, not just a brand.
III. Our Approach
The work was led by our Chief Strategy Officer, Ryan Gajewski, whose career began in the NHL, where he learned how sports brands become emotional touchstones for cities. That experience shaped the approach. The launch needed to feel earned, rooted, and real.
The project was driven by two Truscott Rossman leaders with deep community connections. Elliot Talen brought strategic communications discipline and media expertise. Amy LeFebre brought longstanding relationships and local insight. Together, they united two critical sides of the communications equation: message and network, strategy and community.
Truscott Rossman developed the central narrative, positioning AC Grand Rapids as a symbol of the city’s creativity, resilience, and shared ambition. Messaging emphasized that the club represents more than a team. It reflects who Grand Rapids is and what it is building together.
The meaning behind the crest became a focal point of storytelling. The Grand River flows through the center as a navy stripe, honoring the city’s lifeblood. Typography and banner elements nod to the region’s lumber heritage while embracing a modern identity fans can rally behind.
IV. The Impact
The AC Grand Rapids brand reveal established a strong emotional foundation well ahead of the inaugural 2027 season. It generated regional media attention, community enthusiasm, and early fan engagement.
Most importantly, it positioned AC Grand Rapids as a natural extension of the city itself.
By combining professional sports storytelling expertise with deep local relationships, Truscott Rossman helped introduce a new era for soccer in West Michigan and ensured the first chapter of the club’s story began with clarity, confidence, and community pride.
Strategy Meets Community Connection
A brand is most powerful when it is rooted in the identity of its community. Whether you are looking to build an emotional connection for a new venture or need a strategic narrative that resonates with your local audience, Truscott Rossman brings the professional storytelling expertise and deep-rooted relationships to ensure your story starts with clarity and confidence.