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Guiding Light Unveils New Bolder Branding Initiative



Grand Rapids, MI, May, 10th, 2017 – Guiding Light, in conjunction with Extra Credit Projects, announced today that it has launched a new branding campaign in an effort to raise awareness about its programs and to unveil its new website URL The new branding effort will continue over the next few years and will be comprised of billboards, mailings, radio and television advertisements, and gorilla marketing methods.

“Our goal with this campaign is to address the misconception that we are a traditional homeless shelter. We have a new bold and compelling message that will bring clarity to our work,” said Executive Director Stuart Ray. “Our mission is to help men who are struggling with chronic unemployment, homelessness or addiction get their lives back together and get back to work.”

The new look centers on subtle religious undertones and bold photography artwork. The next phase will feature photos from actual men in the programs to be unveiled in June.

Click here to check out the new television ad.

About the Programs:

In 2016, Guiding Light helped over 650 individuals find employment, which generated over $15,000,000 of annualized economic impact in our community.

Guiding Light’s Recovery Program works with men suffering from substance abuse to confront the life challenges that are barriers to their full recovery.

The Back to Work Program provides a short-term stay for men who are employed or seeking full-time employment, allowing them to save money while they look for permanent housing.

Iron House is transitional housing located in a residential area outside the inner city, which provides a safe and secure living environment that provides the men more independence as they transition back into the mainstream of society.



MISSION: Through the guiding light of God’s Spirit, Guiding Light partners with individuals to fulfill their God-given potential through rescue, recovery, and re-engagement in community.

Guiding Light was initially established in 1929 as the West Fulton Mission to provide meals for those that were less fortunate. Over the years the organization continued to evolve and went on to receive state certification to begin offering treatment for those struggling with drug and alcohol addiction – an area that they still specialize in today. They also help men re-enter the workforce through the Back to Work Program. Those men who complete Guiding Light’s Recovery and Back to Work Programs, have a job, a mentor, and may also go on to live in one of the organization’s Iron Houses. Housing is part of Guiding Light’s overall goal to help men make the transition from being homeless and addicted to being contributing members of society.

Primary Contact:
Starla McDermott
Guiding Light
Development Manager
616-451-0236 ext. 20 | Direct Office
[email protected]

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