Capturing Tennessee’s culture meant showcasing its strong natural resources as well as the craftsmen, their passion for excellence and the diversity of the workforce. Conveying how those factors translate to making superior products was another goal of the campaign.
Rather than using stock images, we engaged photographers from PopFizz to travel across Tennessee, capturing the state’s natural beauty, its variety of businesses and its craftsmen—from new, advanced manufacturing plants to distilleries that have been around for more than 100 years.
Design elements incorporated into both the website and the accompanying cornerstone booklet reflect the essence of Tennessee’s workforce: strong, qualified artisans. Photos were given a rugged treatment, while the handmade craftsman feel is prevalent throughout the design.
Tennessee’s strengths drove the website’s navigation: the variety of economic development projects, available site locations, its workforce and the fiscal responsibility of the government. Well-organized information and strategically placed calls to action successfully communicate the message that our state is a second-to-none in economic development.