See how we created a compelling brand to elevate community engagement and policymaking.
Although advertising is often associated with selling cars, soap, or snacks, impactful messaging is also important when it comes to promoting public wellness. Whether through government agencies or private organizations, the need for clear, engaging communication is essential for reaching individuals and communities.
Developing work that can inform quality of life requires considerable listening and planning, but it’s also a significant opportunity for creativity. When the Minnesota Department of Education approached Russell Herder requesting a name and a campaign for the launch of its new statewide Sensemaking Initiative, we got to work.
Sensemaking is a powerful tool that encourages citizens to share their personal experiences and stories, providing first-hand insights from community members. By capturing real-life data, it empowers decision makers to design initiatives that match the needs and aspirations of the community. However, it can be an abstract concept for those who haven’t participated before, and the results offer valuable collective information, rather than concrete promises about what’s next. We knew we needed to reach as many Minnesota residents as possible to be successful. Add government guidelines and ADA requirements, and you have a wide assortment of pieces to bring together.
With MN StoryCollective, we created a recognizable brand that will achieve its goals. Here is how we did it.
Creating a compelling brand identity is fundamentally about understanding the client’s mission and the target audience. Our extensive collaboration with the Minnesota Department of Education across multiple projects gave us a nuanced understanding of their broad and diverse audience base.
The process of naming is critical. It should encapsulate the core theme — storytelling and sharing — while conveying the essence of community gathering and a government-led initiative. After an exhaustive creative process involving generating and evaluating hundreds of potential names, we arrived at “MN StoryCollective.” This name elegantly captured the spirit of the initiative and was a clear choice, though it required significant collective effort and deliberation to find the perfect fit. From here on, the creative process became a bit easier.
Next, we developed the visual identity. An inviting color palette draws the users in while simultaneously softening the felt divide between citizens and government, and giving the tool a playful aura. The logo, with its speech bubbles surrounding the shape of Minnesota, perfectly visualizes the tool’s function and creates a sense of community with its circular arrangement.
As for the brand voice, we chose a Plain Language approach that is friendly, approachable, and engaging. It explains the program’s benefits and features at eye level to the participants. The content is straightforward and doesn’t lose itself in technical details or statistics.
Finally, we combined all elements into a cohesive brand identity that comes to life at every touchpoint, from the website and social media to out-of-home advertising and toolkits. As a well-defined brand, MN StoryCollective is now set up for success and will help shape the future of Minnesota.
Do you have a problem of your own that needs to be solved? We’re up for the challenge. Get in touch with our team here.
