In 2023, Explore Minnesota’s responsibilities expanded from simply driving tourism to attracting new residents under the newly formed Explore Minnesota for Business division. We developed key relationships across the state to align all parties behind a unified state brand position and engaged the Explore Minnesota team to co-create cultural brand pillars and key messages informed by research. Research that shaped our approach:Stakeholder InterviewsCustom Resident SurveyIPSOS Segmentation StudyResident/Non-Resident Custom Survey From there, we developed new, cohesive creative campaigns
FourPeaks
Four Peaks Brewing faced a unique challenge: to scale their brand while maintaining its core identity. Our goal was to develop a design system that would both unify and differentiate their diverse brands, striking a balance between consistency and flexibility.Style goes beyond just the beer—it’s about knowing who you are, what you stand for, and not giving a damn what anyone else thinks about it. This unwavering focus on authenticity and simplicity defines everything they
Anheuser-Busch
What started as a party chant at a massive beach club in Montreal, Beach Day Every Day is the brainchild beverage from a Canadian influencer that is unapologetic in its bursts of color and flavor. When Anheuser-Busch acquired the brand they brought on Adventure to help launch it in new U.S. markets. Our assignment was to create a visual identity and voice that conveyed the vibrancy of the brand and its live music origin –
Treetop Trail
The Minnesota Zoo’s mission is to connect people, animals and the natural world to save wildlife. Among the first of several initiatives to better activate its mission was the development of the Treetop Trail – a 1.25 mile accessible walking trail elevated 32 feet above ground, an imaginative reuse of the Zoo’s long-idle monorail. Adventure was tasked with crafting a graphic identity and communications that brought to life this uniquely rich and stimulating experience. Because the
Minnesota Zoo Nature Preschool
The Minnesota Zoo launched Nature Preschool, a licensed, nature-based, play-driven program within the natural setting of the Minnesota Zoo. The program offers educational experiences both inside and outside of the classroom where children can learn, grow and discover the wonders of the natural world.Taking into account competitive offerings in the Twin Cities area, the team developed a strategic position for differentiating Nature Preschool that would serve as the foundation for creative exploration and development. The
ESTO 2022
For the second year in a row Adventure Creative won the BEST IN BROADCAST Mercury award at U.S. Travel’s ESTO Awards Dinner and Presentation.The award recognized the :30 broadcast spot “Just Add Water” created for Explore Minnesota Tourism. The spot celebrates Minnesota as the land of 10,000 lakes and endless possibilities. In order to ensure our creative message spoke to a diverse audience, our team conducted focus groups with a variety of travelers both in and
EMT Culinary Campfire
Minnesota is a land of contrasts. A rich outdoor recreation scene – complete with 5,000 campsites across the state. And an internationally-recognized food scene – home to award-winning restaurants and chefs. To combine our natural beauty with our culinary prowess, we partnered with James Beard-nominated chef Yia Vang to create cross-over content that both feeds the interest of the foodie and inspires campers alike. The Culinary Campfire features Chef Vang preparing three recipes in three
EMT Case Study Experiential
In the summer of 2022 we brought the magic of Minnesota to the heart of Chicago and St. Louis with an immersive pop-up experience. As visitors walked through the exhibit they experienced a stunning floor-to-ceiling visual show of Dream State video paired with iconic Minnesota sounds, including loon calls and our world-class orchestra tuning up. Afterward, they were greeted by a campfire and Adirondack chairs where they could speak with a Minnesota ambassador to discover