Community Branding & Messaging Campaign
Fremont needed a new city brand and messaging that represented contemporary attitudes of the people of Fremont. This was a partnership of several entities, including the City of Fremont, Nebraska; Fremont Chamber of Commerce; Greater Fremont Development Council; and others. Ultimately, they wanted to promote Fremont as a great place to live and work, to communicate a message of opportunity and optimism, and to attract new residents and businesses.
M2 partnered with Rebrand Fremont to create the brand strategy, positioning, and messaging. We began by conducting interviews with city stakeholders and citizens to understand peoples’ attitudes and beliefs, and to look for a common language that would give us insight.
We developed the positioning strategy around four topics with favorable attributes: safety, educational options, small-town community, and opportunity, and created messaging for each subject. We used the tagline, “Here We Grow,” to reflect the uplifting and ambitious attitudes of the city and to serve as a motto for the community. Lastly — we set up two days of photo and video shoots to gather assets for the campaign, featuring real members of the city.