Rebranding a beloved publication for its growth agenda with a model for protecting the future of news nationwide.
GIVING NEW HEART + VOICE TO THE NORTH
Colle McVoy, its boutique design arm 10 Thousand Design and Stagwell sister agency Code and Theory sprinted over the last six months to devise The Minnesota Star Tribune’s new strategy, brand identity system (+ mascot!) and overall digital product. The first leg of the campaign included a video manifesto to codify the publication’s expanded remit with complementary OOH, a Minnesota State Fair takeover and radio work meant to pull us back to places of mutual understanding from our echo chambers.
- Branding & Identity
- Out of Home
- Creative Campaign
WORK THAT WORKS
In under a month, the Minnesota Star Tribune has added nearly 10,000 new digital subscribers. The publication also set records for merch, subscription and advertising/sponsorship revenue secured at this year’s Minnesota State Fair.
Launch covered in New York Times, Washington Post, Fast Company and elsewhere. Total 461,755,491 earned impressions. ~60 million paid media impressions from campaign content (everyone in the state seeing work 10x over).
The comprehensive rebrand bolstered the Star Tribune's active and vital role as a beacon in the North for Minnesotans to identify with and rally behind. The Tribune ranked #3 on Fast Company's 10 Most Innovative in Media + News for 2025.
