‘Clarity creates connection, and connection builds support’ across Lakeshore

This is part of the Shore Stories: Life Along the Lakeshore series, which includes columns by local and former residents about how people are making a difference along the Lakeshore.

Across the Lakeshore, nonprofits are tackling some of the most pressing issues facing our communities: food insecurity, housing access, education, and health care.

Their work is essential, but many are doing it with limited resources and small teams. In the middle of that, communicating clearly about what they do can easily fall to the bottom of the list.

I’ve come to believe that’s where even small changes can make a difference.

Great organizations don’t always have the time or tools to tell their story well. But when people understand what an organization does and why it matters, something shifts. They’re more likely to engage, to give, to volunteer, or simply to pay attention.

Clarity creates connection, and connection builds support.

I’ve seen that play out again and again.

‘Good work with good people’

In West Michigan, relationships matter. That’s something my husband, Scott, and I understood long before we started 2 Fish Company in 2011. Our goal was simple: do good work with good people.

Over time, that idea has turned into a way of working centered on listening first. Before anything is written or designed, I want to understand what an organization is trying to do and where it’s running into challenges.

From there, the work becomes less about marketing in the traditional sense and more about helping solve problems.

Sometimes that means helping an organization clarify its message. Other times, it’s creating tools that make it easier for people to engage, whether through writing, design, or digital platforms. The goal is not to add more noise, but to make what already exists easier to understand.

In many cases, that work happens alongside teams that are already stretched thin. Over time, we’ve found ourselves stepping in as an extension of those teams, helping bring some consistency and focus to how they communicate.

The results are not always dramatic, but they are steady.

Clearer communication leads to stronger donor relationships. Stronger relationships lead to increased support. And increased support allows organizations to expand their reach and deepen their impact.

It becomes a ripple effect.

Awards are secondary to results

That same approach has carried into other areas of our work, including projects that have received national recognition. Recently, we were honored with two American Graphic Design Awards from Graphic Design USA.

One recognized a brand development project for the Michigan West Coast Chamber of Commerce. It gave us a chance to step back and consider how the organization presents itself, and to create an identity that more clearly reflects its evolving role in a growing business community.

The other honored a website redesign for the Zeeland Historical Society. That work came with a different kind of responsibility. The goal was to make it easier for people to explore and engage with local history online, while still preserving the character and depth of the stories being shared.

Recognition is appreciated, but it’s not what drives the work.

As one of my colleagues often says, design is not decoration. When it’s done well, it helps clarify purpose, strengthens organizations, and creates momentum.

That idea continues to guide us.

We’ve never been focused on growing for the sake of growth. What has mattered more is building strong relationships and doing work that is useful to the people we partner with.

That original goal still holds: do good work, with good people.

As West Michigan continues to grow and change, the needs of organizations will keep evolving, too. The opportunity is to keep showing up in ways that are thoughtful and practical. To listen. To help solve problems. To make things a little clearer, where we can.

Because in a community built on connection, understanding is often the first step toward support.

And sometimes, that’s where real change begins.

Shelly Millen and her husband, Scott Millen, are the founders of 2 Fish Company LLC, a full-service creative agency based in Holland. Since 2011, they have partnered with West Michigan businesses and nonprofits to deliver strategic, award-winning marketing. Learn more at 2fishco.com.