YOU’RE ON
Creative direction and design. Led the creative team to define the tone of Wisconsin. They wanted to move on from past executions, yet not losing the equity that they have gained from past executions. Aligning the brand purpose and message pillars, we solidified the brand tone, while maintaining the ideology that it was a evolution, not a revolution.
BRAND RATIONALE
To us, On Wisconsin means more than just moving things forward. It’s a call to arms. To take every challenge and run right over it. Plow through it. Propelling communities forward, supporting an entire state, and widening what’s possible for the world. A welcomed chance to turn adversity into opportunity. This is where rising to the challenge is our responsibility. On every front in every way imaginable, this place is ready to take it on. Because no issue is too big and no idea too small when you see the world as yours for the shaking.
