Visit Milwaukee has unveiled its new corporate brand, which updates the look, feel and tone of its corporate logo, advertising campaigns, website, messaging and more. This marks the first new corporate brand for the company since the current brand and logo were introduced in 2005.
Working in tandem with Visit Milwaukee on this effort was the branding firm Ocupop, which created the logo, and P3 Development’s Genyne Edwards, who led the research and community input strategy over the past two years. Created based on the most popular feedback from the two years of research, surveys and interviews, the new brand and logo are anchored to the following messaging themes about Milwaukee: Fresh, flavor and forward.
- "Milwaukee Fresh" is the spirit of innovation and exploration that surges through a city where different cultures, ideas and perspectives continually converge
- "Milwaukee Flavor" is the songs, meals, gatherings and traditions arising from all the corners of a city where people from around the world came to seek community and opportunity
- "Milwaukee Forward" is what surrounds the community: the people, the positivity, the collaborative energy, and the welcoming and generous spirit
These themes are meant to guide Visit Milwaukee’s messaging and advertising efforts with the hope that some of their elements may be adopted by other organizations across the community. The new Visit Milwaukee logo incorporates those themes, resulting in a design that features three M shapes.
The new brand will be rolled out in all formats over the next 18 months, including but not limited to influencer campaigns, local event activations and sponsorships, a new television commercial, Visit Milwaukee’s first-ever merchandise available for sale, and the company’s first-ever physical visitor center, which will be housed within Baird Center. Visit Milwaukee’s current “Milwaukee Fresh” and Burke Brise Soleil-based logos will be eventually phased out as the new look is incorporated across channels.
Visit Milwaukee has partnered with Culture x Design to sponsor activations at seven events with local women and minority-led organizations throughout 2024. The events include Fruition MKE Grand Opening; Summer of Soul: Outdoor Market & Concert Series; Fresh Coast Boat Cruise & Water Journey; Bronzeville Week; MKE Fashion Week; Blackity Black Holiday Market; and Groove Theory Concert Series. The new brand will also be incorporated into the company’s existing activations at PrideFest, Juneteenth Day, Puerto Rican Fest and the Veterans Day Parade.
For the first time in company history, and in collaboration with Reyes Retail, Visit Milwaukee will debut a new e-commerce store with branded items this spring.
Visit Milwaukee is also investing in digital advertising through Huddled Masses to reach multicultural audiences within a six-hour drive range, with a media mix that comprises display/native, video, YouTube and audio placements. The company will be working with Epsilon for digital display placements.
In addition, the company will soon relaunch its City of Festivals summer advertising campaign that will be executed with a Hopper Media Buy, Expedia Co-op and targeted Google ad buy. The City of Festivals summer advertising campaign will also utilize billboard advertising along highways from drive markets promoting Milwaukee and overnight stays.
Lastly, Visit Milwaukee is partnering with Milwaukee-based Foureva Media on a 10-episode podcast season about culinary community members and restaurants with a two-minute segment highlighting Milwaukee in each episode. The podcast will be promoted across various platforms, including The Truth Radio, Streamcast, social media, and earned and paid marketing.
All out-of-market leisure and meetings and conventions campaigns, plus the company’s tradeshow booth, will eventually incorporate all of the new branding.
For more information, visit www.visitmilwaukee.org.
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