Creston Corridor Improvement Authority rolls out rebrand

Apr 21

Written By Staff

Photo courtesy of Creston Corridor Improvement Authority

Through the collaboration of Creston partners, including the Creston Corridor Improvement Authority (CIA), Creston Neighborhood Association (CNA), and Creston Business District (CBD), a new rebrand is launching to shine a light on everything great happening in Creston and to embrace a broader investment in placemaking and infrastructure. These Creston partners will share the new look starting May 2026. Over 30 business leaders and community members are supporting the effort, with the Creston-based agency Our Full Attention leading the rebrand.

Situated about five minutes north of downtown Grand Rapids, Creston is a destination blend of green spaces, historic infrastructure, walkable neighborhoods, and bustling local commerce. The corridor offers a unique mix of award-winning businesses such as Lucy’s, Renee Austin Wedding, and Kingma’s Market, longstanding locations like Culver CPA, celebrating 50 years in business, and new establishments including Echo Salon, LaFontsee Galleries, and Zeal Aerial Fitness. Improvements in the corridor strengthen the area and, by extension, Grand Rapids as a whole.

“The energy in Creston right now is palpable,” said Lizzie Williams, Chair of the Creston CIA and Chair of Placemaking and Infrastructure Committee. “Those of us who live, work, learn and run businesses here already know how special this place is. Our new tagline, ‘Nothing Plain About It,’ speaks to the creativity and character of our corridor.”

Creston is home to more than 25 public murals, showcasing the neighborhood’s vibrant arts scene and reinforcing its identity as a hub for creativity and expression. As the largest neighborhood within Grand Rapids, residents are poised to benefit, too.

“The Creston Neighborhood Association is thrilled to see this continued investment in Creston’s business district,” said Alex Karatkiewicz, Executive Director of the Creston Neighborhood Association and Member of the Business and Community Engagement Committee. “When our business district thrives, our entire community benefits through stronger connections, better services, and a deeper sense of place that makes Creston home.”

Area business owners are also excited to embrace Creston’s new look and strides towards placemaking.

“I am delighted to see this brand revitalization,” said Alan Hartline, Owner of Kingma’s Market, Vice Chair of the Creston CIA and Chair of the Branding, Identity and Communications Committee. “We are excited to celebrate our community’s connectivity and pride with the greater Grand Rapids area.”

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