Memphis Moves Campaign
The Greater Memphis Chamber asked us to help build an elevated economic development profile to define and distinguish Memphis and convert interest into economic action. They needed us to develop new branding to reposition the city, raise awareness for the growing business hub and use across an integrated marketing campaign.
To motivate businesses to come to Memphis, we first needed to make people aware of the rapid progress the city is making, both culturally and in economic development. Memphis is a city with a storied past and rich heritage that’s affiliated with music, art, industry and entertainment. The key was to portray a modern Memphis in a light that showcases its rapid growth in innovation and society, while communicating that it has maintained the charm and unique artistry people associate with it.
We audited all previous content, conducted research studies and collaborated closely with the Chamber to establish the look and tone for their new branding. Aiming to update the narrative, we used the city’s historical credibility and current policy initiatives to show the unstoppable momentum Memphis was experiencing. We captured behind-the-scenes photography highlighting the mosaic nature of Memphis culture, with elements acknowledging the world-class economic infrastructure. The new photographic and video archive contributed to the ecosystem of assets and plans we developed to use throughout the Memphis Moves campaign.
Design elements infuse the historic, musical culture and distinct business vision of the city. We used this look to inform the messaging, highlighting the commitment to DEI and Corporate ESG values. We also crafted extensive, refreshed brand guidelines supporting modern experiences including animations, video, events and AR/VR.
We strategically launched the mobile-first website first to raise awareness, rally stakeholders and allow us to capture leads and prospects early. The intuitive new microsite highlights Memphis brands, businesses, partnerships and initiatives, featuring branding and designs unified with the print and social assets.
