Discovering an A-Maizing Community
AMPERAGE conducted Creative FusionSM sessions and gathered qualitative and quantitative research to determine Mitchell’s brand identity. The resulting identity and brand core was divined through a process designed to foster ownership of the brand by key partners — developed with an eye toward the future and a nod to its heritage. And we knew we needed to differentiate Mitchell from Brookings and Sioux Falls, Omaha and Des Moines, St. Paul and Milwaukee.
This process called for collaboration, facilitated by AMPERAGE, between representatives from the City of Mitchell, Mitchell Chamber of Commerce, Mitchell Area Development Corporation, Mitchell Main Street, the Corn Palace and community leaders. Using the collected data and qualitative input as a guide, AMPERAGE developed a new brand that was in line with the community as a whole.
Mitchell’s brand and logo redesign began with a complete repositioning, acknowledging the region’s main attraction while establishing it as so much more. Mitchell’s core word is “Possible,” and the city’s new tagline is “Outside Expectations.”