Hennepin County
Dream over the disruption
The last road reconstruction on Sunset Drive in Minnetonka was in 1969 so it was more than time for a big upgrade. Hennepin County knew they needed to bring residents and businesses along for the ride.
Brand Development >
Brand Implementation >
Brand Development >
- brand concepts
- tagline
- illustrations
Brand Implementation >
- Advertising
- Social media
- Direct mail
- Presentation templates
- Engagement materials
- Yard signs
- Restaurant handouts
Hennepin County
Dream over the disruption
The last road reconstruction on Sunset Drive in Minnetonka was in 1969 so it was more than time for a big upgrade. Hennepin County knew they needed to bring residents and businesses along for the ride.
Brand Development >
Brand Implementation >
Brand Development >
- brand concepts
- tagline
- illustrations
Brand Implementation >
- Advertising
- Social media
- Direct mail
- Presentation templates
- Engagement materials
- Yard signs
- Restaurant handouts
Insight
Understanding that no one really wants to deal with road construction, we had to position benefits over the temporary disruption to residents and businesses.
Solution
We had to sell the dream. To generate public excitement for the promise of new walking and bike paths, increased safety, utility upgrades and a beautiful new Sunset Drive.
Outcome
The campaign did what it was supposed to. After a comprehensive engagement initiative, there was public excitement for the promise of new walking and bike paths, increased safety, utility upgrades and a beautiful new Sunset Drive.
