Challenge
Create a unique refreshed brand that would position Minneapolis as the destination of choice for convention and leisure travel.
Solution
Focusing on the Minneapolis attributes that were discovered as strongly aligning in the minds of residents and visitors, the city’s unique offering of outdoor leisure activities within the city itself was selected as the core brand message, City by Nature. Ensuring the new brand messaging was consistent across all user journeys, six user personas were defined in a user-centric design process ensuring support of the core functions of Meet Minneapolis and its supporting board, city representatives and partnership members throughout the city.
Process
The vibrant colors of Minneapolis nature is woven into every aspect of the branding and campaign, including the logos literal reflection of nature mirroring the city’s iconic skyline. The website, which was previously a disjointed user experience across multiple dated brands and sites, was redesigned under the new brand and redeveloped around six core user personas; leisure visitors, group travel, meeting and event professionals, partners and community, the Minneapolis Convention Center and media professionals. Membership partners were highlighted throughout promotions and website within a video series connecting a broad scope of city and nature activities, while engaging traveler tools were implemented into the website such as an itinerary creator, fresh video/photo content, and an insider’s blog offering hot local tips. Producing a variety of new branded swag and environmental components, the new messaging was woven into member establishments across the city such as bars, restaurants, hotels, theaters, the airport and the Minneapolis Convention Center further defining one united brand message as a memorable message in the mind of every visitor.
