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

more work

Wildeck | Consumer Insights & Experience

how do you find the human truth?

WEDC Talent Attraction | Full Service

what if we show people how cool WI is, from new tech to Top Chef?