Minneapolis, beautiful city boasting a wealth of activities for visitors. The challenge, the brand was inconsistently represented and offered over 28 websites with mixed branding and message; all of this ending in a confused potential visitor.
The solution. Through a united approach in organizing content needs from each important group representing this tourism facing brand; a strategic approach was taken in examining the core of the Minneapolis identity. The new brand, Minneapolis City by Nature concisely highlights the city’s unique offering of both urban and natural activities.
Further clarifying the brand message was the web redesign for Minneapolis.org where we took content from 28 visitor facing sites and organized them into six user personas under one, user friendly, refreshed design. Helpful traveler tools such as an itinerary creator, fresh video content, and an insider’s blog were integrated into the new site. A modular build also offered Partnering businesses in the community new tiers of engagement with diverse opportunities in highlighting their visitor offerings.