Creating a cool vibe for a bitterly cold market
Through our work with destination branding firm, NorthStar, we have been responsible for creating identities and brand positioning for unique communities across the country.
Typically, people don’t trek up to northern North Dakota on vacation – particularly in the winter. And for good reason, seeing as how temperatures may climb to the single digits for the day’s high. An out-of-the-way city whose identity is closely associated with a wood chipper (and not for good reasons) can appear to have limited appeal as a great place to visit.
What’s not to love about a city that embraces and celebrates quirkiness in all its glory – the good, the bad and the weird. In fact, the weirder, the better. After all, creativity and innovation lie in the unconventional. And who wants to be normal when you can be anything but? Certainly not Fargo.
Fargo. North of Normal.
Establish a separate identity for an affluent bedroom community known mostly as a nice Chicago suburb. Give Chicago visitors, as well as locals, a reason to venture a little outside the city to experience something pretty unique.
Don’t be fooled into thinking for a moment that this sleepy little suburb hasn’t hatched its fair share of rebellion and revolutionary thinking. Consider that two of the 20th century’s most iconic creative geniuses, Ernest Hemingway and Frank Lloyd Wright, grew up and lived here, and it may be worth exploring a place that encourages boat rockers, agitators and wave makers.