As the leading news and information service in the Twin Cities, Star Tribune is at the heart of the community, committed to delivering the news and information Minnesotans want — when and where they want it. With the largest news gathering organization in the Midwest, a strong executive team, and significant awards, Star Tribune is intelligent, respected, essential, and embedded in the community.
Yet the brand was out of sync with the prestige of the product.
We partnered with the executive team to clarify what the brand represented and determine a strong, strategic position. Then we set about creating a brand refresh — energizing and polishing the brand, internally and externally. It was time for a boost of energy, even a bit of braggadocio. Star Tribune wanted refreshed visuals, a new tagline, strong consistency, more style. It was time to start behaving as one of Minnesota’s most meaningful brands.