Mississippi Development Authority
Building a Statewide Brand & Website Inspired by Its People
With so much untapped business potential, Mississippi needed a new brand identity. DCI used its expertise in economic development website design to craft a user-friendly business attraction website and brand identity reflective of the state’s rich heritage and exciting promise. The new website cuts through clutter and gets to the heart of what makes Mississippi unique, showcasing the employers and people that help make Mississippi so mighty.
The Challenge
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 by touting its untapped opportunity for business, low operating costs and strategic access to key markets to site selectors to business owners, DCI stepped in.
The Solution
Through in-depth research, DCI discovered the need for a brand that was authentic, warm, and professional but not too corporate. Incorporating the spirit of the state’s people, as well as its untapped opportunity for business and strategic access to key markets, DCI used its experience in web development and digital marketing to create a brand identity and website redesign that was forward-looking while remaining true to the state’s heritage, prioritizing user experience and functionality to cater to site visitors. DCI also developed a three-year marketing strategy to attract corporate investment to Mississippi.
The Results
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The campaign “Mighty Mississippi” reflects the grounded yet powerful spirit of the state. With the word “mighty,” the opportunities for application were endless – Mighty smart. Mighty beautiful. Mighty creative. Mighty hardworking. Mighty Mississippi.
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Inspired by colors of Mississippi flag and the strong, hardworking people who call the state home, DCI built a refreshed brand mark that embodied the spirit of the state – one that will work hard for you – for your business, for your family, for the future.
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In the first three months following launch, the bounce rate decreased and average session duration and pages per session increased, indicating improved user engagement.
