The Economic Development Corporation of Kansas City, Missouri engaged Highline Partners to be their agency of record. The first task was to reposition the brand and help simplify the message about who EDCKC is and what they do.
Starting with stakeholder interviews, Highline was able to discover that there was much perceived overlap across KC civic organizations in terms of who does what. The brand also wasn't coming across as optimistic or proactive as it should.
After working through strategic repositioning and message development, a rallying cry, "Let's Grow KCMO" emerged, along with a simplified summary of what EDCKC does: Programs for People, Tools for Projects and large-scale initiatives to create city-wide economic Prosperity.
With a new foundation in place, the visual brand identity was updated and top strategic initiatives were also included in the brand evolution.