It’s true – you talk about the things you love.

And for the folks at Destination Duluth, there’s nothing they love quite so much as their city. Their mission is simple: invite and incite people to move here (here, of course, meaning Duluth). That’s why we wanted to build a platform where they could easily share stories about the city with fellow citizens and beyond.

Destination Duluth

Branding | Web

Making the site into a “destination for life.”

Destination Duluth had generated an army of followers on Facebook with its beautiful, professional photographs. Our challenge was channeling that audience towards their website and developing a platform that kept them coming back for more.

So we started brainstorming. We asked ourselves, how could the site further Destination’s mission as well as engage its audience?

Making the site into a “destination for life.”

Destination Duluth had generated an army of followers on Facebook with its beautiful, professional photographs. Our challenge was channeling that audience towards their website and developing a platform that kept them coming back for more.

So we started brainstorming. We asked ourselves, how could the site further Destination’s mission as well as engage its audience?

Taking ownership of our city.

The most important element of our work with Destination was inspiring citizens to take part in the story of Duluth and providing them a means to do so. Not only do we want to do this through our website, but through merchandise as well. Keep in mind, this is purely conceptual.

The idea behind Destination t-shirts is that they will allow individuals to interact with and take ownership of the city. Each shirt will be personalized with their own handwriting, giving us all the opportunity to see different versions of “Duluth.” In a way, it will invite Duluthians to truly own their unique perspective – to recognize that they are one facet of the jewel that is our city.