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South Dakota GOED

Putting South Dakota on the Map as the Standard Bearer for Freedom and Opportunity
In 2021, the South Dakota Governor’s Office of Economic Development (SD GOED) went on the hunt for a new marketing partner who could show the world that South Dakota is a hotbed of skilled workers, and a pro-business paradise. What happened? Designsensory delivered one of the most iconic and successful economic development campaigns of the 2020's. Here's how:
South Dakota GOED
PROJECTS
    Project
    2025

    Open for Opportunity Campaign

    Cutting through the noise with authentic messaging.
    In a crowded national market, every state promises a “business-friendly” environment. South Dakota’s powerful story of freedom and opportunity was getting drowned out by the generic messaging and stock-photo visuals used by its competitors. The state needed a campaign that would cut through the noise with an authentic message and a confident, modern look. The goal was to reach and persuade key decision-makers—from the C-Suite to site selectors—that South Dakota was the right place for their business and talent.
    South Dakota Open for Opportunity.
    Laptop showing campaign.
    Authenticity as a Strategy

    The Open for Opportunity campaign was a paid media refresh built on a simple premise: stop telling, start showing. We replaced generic messaging with targeted copy for key audiences like C-Suite executives and site selectors, focusing on core differentiators: no corporate income tax, no personal income tax, and a culture of freedom. We also killed the stock photography. The campaign’s visual identity features real people from successful South Dakota companies like POET and Raven Industries, making the promise of opportunity tangible and authentic.

    Campaign design.
    Booth design for campaign.
    Impact

    The Open for Opportunity campaign equipped South Dakota with a cohesive and compelling narrative to capture national attention. By pairing targeted, hard-hitting copy with authentic visuals, the campaign provides a platform for generating high-quality leads from key business audiences. It moves the state’s brand beyond generic promises and establishes a clear, confident message: South Dakota is Open for Opportunity.

    Campaign design.
    Open for Opportunity billboard.
    Project
    2025

    A Brand System Built for Action

    Creating a modern, compelling brand architecture.
    South Dakota’s economic development brand didn’t match its ambition. While the state offered a powerful pro-business environment, its visual identity was scattered and failed to communicate a modern, unified message. They needed a brand system built for action—one that could attract new businesses, support existing ones, and arm the Governor’s Office with a clear, compelling story.
    Brand design.
    A Brand Architecture for Growth

    We developed a complete brand architecture, including a new brand mark reinterpreting the state flag’s sunburst with modern geometry, and taking inspiration from motifs of South Dakota’s Sioux tribes, reflecting precision and momentum. This flexible system anchors the identity across all touchpoints, with comprehensive brand configurations, typography, and a bold color palette ensuring consistent, confident communication for GOED.

    A Clear, Confident Brand That Works

    The result is a clear, confident brand that works. The system eliminated inconsistency and equipped the GOED team with a visual language that is both authoritative and energetic. They now have a cohesive brand presence that matches the state’s reputation as a place fueled by hard work, not high taxes.

    Project
    2024

    Freedom Works Here Campaign

    Only the most impactful economic development campaign in South Dakota history.
    The iconic Freedom Works Here campaign, emphasized freedom from taxes and government interference aligned with the political climate of the time. Over three years, we refined messaging, optimized media, and showcased the state at major tradeshows. The results were unprecedented. The campaign joined Governor Kristi Noem on the national stage and became the most impactful economic development and workforce recruitment marketing in South Dakota history. The campaign helped earned a 2023 Governor’s Cup from Site Selection magazine for total projects per capita, a first for South Dakota. It also inspired thousands to explore life in South Dakota leading to net positive migration numbers.
    Visit Website
    47M
    Total Impressions in 2024
    270K
    Clicks in 2024
    +11.3K
    Workers interested in South Dakota
    Project
    2024

    Freedom Works Here Original Series

    Stories of Success Built on South Dakota’s Spirit
    We knew we couldn’t just run ads and call it a day—we wanted to tell the real stories of what it’s like to succeed in South Dakota. So we developed and produced, with the help of our sister agency and production partner PopFizz, the Freedom Works Here episodic series. The show tells the story of four iconic South Dakota brands, and how the pro-business environment of the state has been a crucial element in their success.
    Visit Website
    +1694M
    Impressions
    36.42%
    Conversion Rate
    $0.13
    Average CPC
    Project
    2023

    Audience Research

    Overturning Misconceptions and Building Momentum for South Dakota
    Research revealed many out-of-state workers and business owners hesitate to relocate simply because they don’t know much about South Dakota. Yet, the state offers key benefits—no income taxes, high quality of life, low crime, and minimal government overreach.
    Insights for Campaign Strategy

    Surveying more than 1,200 people across 13 states, we found that 60% would consider moving for affordability, safety, and natural beauty. These insights drove a campaign that doubled information requests and website engagement. Continued research in 2024 refined strategies, fueling interest in making South Dakota home.