when two brands become one.
challenge
When we first engaged with WEDC, the primary economic development agency in the state of Wisconsin, there were two brands – one for audiences in the state and one for out of state. Our challenge: Gather feedback from a diverse stakeholder group and create one unified brand.
idea: create one vision.
approach
HY created a customized research approach resulting in a 360-degree view of Wisconsin, economic development in the state and WEDC.
highpoints
- 75+ competitors reviewed.
- 40+ hours of in-depth interviews with stakeholders from Madison to Berlin.
- 2,500+ consumers, 2,700 Wisconsin businesses and 40 partner organizations surveyed.
results
- one of the most in-depth looks at the state of Wisconsin
- cornerstone of a singular WEDC brand that speaks to all stakeholders
- research used across the state by a variety of agencies and partners