Visit Milwaukee has rolled out a revamped brand and logo, with plans to promote it over the next 18 months through influencer campaigns, sponsorships, commercials and more.
The tourism organization yesterday unveiled its first rebrand since the current brand and logo were created in 2005, according to the release. Visit Milwaukee President & CEO Peggy Williams-Smith in a statement thanked local leaders, businesses, staff and thousands of residents that contributed to the effort.
“I think this new look reflects the people who made it – and make tourism possible – in Milwaukee,” she said. “All Milwaukeeans can find something within it and the messaging around it that reflects their experience here, and that was incredibly important to us.”
The new logo — which resembles three blue Ms arranged in a heart shape — was created by Milwaukee-based branding firm Ocupop. Genyne Edwards, of Milwaukee-based consultancy P3 Development, led a related research and community input campaign over the past two years.
The release outlines three messaging themes tied to the new brand: fresh, flavor and forward. Visit Milwaukee notes these aren’t meant to be a slogan, but rather a framework for messaging and advertising going forward.
Along with online campaigns involving more than a dozen influencers, Visit Milwaukee is creating a television commercial, offering new merchandise through an e-commerce store and opening a physical visitor center in downtown Milwaukee’s Baird Center.
The organization is getting involved with local events involving local women- and minority-led organizations this year, including MKE Fashion Week and more. And the new brand will be incorporated into Visit Milwaukee’s presence at PrideFest, Juneteenth Day, Puerto Rican Fest, and the Veterans Day Parade, the release shows.
Visit Milwaukee’s brand campaign will also include “investing heavily” in digital advertising focused on multicultural audiences within a six-hour drive, and partnering with local company Foureva Media on a 10-episode podcast season focused on restaurants and members of Milwaukee’s culinary community.
“This new brand captures so much of what makes Milwaukee unique – our fresh coast and big ideas, our cultures that create the local flavor that makes us interesting, and the energy and celebration that are giving us so much forward momentum right now,” said Josh Albrecht, vice president of marketing and communications for Visit Milwaukee.
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