Our Work | GREATERMSP
Reframing regional economic development as a globally relevant mission for human flourishing.
GREATERMSP is the economic development partnership for the 16-county Minneapolis-Saint Paul metropolitan region—connecting business, civic, and institutional leaders to grow the region's economy. We partnered with the organization on a strategic repositioning and brand expression that shifts the narrative from transactional economic development to something far more ambitious. We developed a flexible brand system built for events, web, stakeholder engagement, and video content.
Deliverables
Brand Strategy
Brand Design
Video
T H E O P P O R T U N I T Y
Articulate why Minnesota matters on a global stage—not just as a place to do business, but as a dense network solving the world's most pressing challenges.
Traditional economic development storytelling—incentives, site selection, comparative rankings—wasn't big enough for what GREATERMSP actually is. The real story is about dense, intersecting networks of talent, culture, and expertise that produce outsized global impact. We helped articulate that mission: a region uniquely positioned to drive progress in MedTech, AgTech, CleanTech, and DigitalTech—not just because of what it offers businesses, but because of what it's building for the world.
Design System
Central to the system are modular containers that function as flexible storytelling units: spotlighting the four mission areas, visualizing network connections, and surfacing the key sectors and players that make Minnesota's innovation ecosystem distinct. The brand can scale from a conference badge to a keynote stage while retaining coherence and edge.
Articulating the Model
We helped articulate and visualize GREATERMSP's value proposition as a system—four interconnected mission areas that organize coalitions, drive real projects, and create tangible results. This is how GREATERMSP is solving the world’s most pressing challenges.
