Building a Statewide Brand Inspired by Its People
A state with untapped opportunity for business, Mississippi needed a brand identity that was reflective of this environment and attractive to corporate investment. DCI crafted a new brand identity and website that branded the state as one that works hard for businesses, their communities and the nation.
The Mississippi River flows through the heart of America, powering, not only the state, but the country. It’s beautiful. It’s powerful. It’s internationally known. And it’s symbolic of many of the things that make Mississippi what it is. When the state needed help reclaiming its namesake and attracting corporate investment, DCI stepped in.
A state with untapped opportunity for business, low operating costs and strategic access to key markets, Mississippi needed a brand identity that was reflective of this environment and its hardworking, welcoming people. Through a series of focus groups, interviews, workshops and website analysis, DCI discovered the need for a brand that was authentic and warm, confident and open, professional but not too corporate.
Inspired by colors of Mississippi flag and the strong, hardworking people who call the state home, DCI built a refreshed brand mark and accompanying website that embodied the spirit of the state – one that will work hard for you – for your business, for your family, for the future. With that in mind, the tagline, “Mighty Mississippi” was born. With the word “mighty,” the opportunities for application were endless – Mighty smart. Mighty beautiful. Mighty creative. Mighty hardworking. Mighty Mississippi.