Duluth: rebrand
Love It Like We Do represents a comprehensive rebrand for the City of Duluth’s tourism identity, shifting the narrative from a place defined by a single landmark to a city defined by feeling, personality, and local pride. The work reimagined how Duluth shows up visually and verbally, introducing a new brand platform, logo, color palette, and tone of voice rooted in authenticity and emotional connection. Centered on the idea of experiencing the city the way locals do, the rebrand created a cohesive, flexible system that could live across digital, social, print, and out-of-home channels, unifying tourism efforts under one clear, compelling identity that feels genuine, welcoming, and distinctly Duluth.
establishing
voice & tone
The Duluth brand voice is warm, welcoming, and unapologetically original, rooted in the idea of inviting people to experience the city the way locals do. The tone is friendly, conversational, and inclusive, speaking with honesty and pride without sounding promotional, exaggerated, or sales-driven. It balances a sense of adventure and surprise with approachability, celebrating Duluth’s quirks, creativity, and energy while staying grounded and authentic. Overall, the voice reflects a city that is confident but unpretentious, distinctive but never gimmicky, and always focused on creating genuine connection, making visitors feel less like tourists and more like they belong.
The refreshed brand draws its palette from the shores of Lake Superior, layered with subtle details like Duluth’s coordinates and a bold North Star to create a look that feels distinctive and ownable. New photography captures the true energy of the city, from trails and taprooms to family-friendly moments, while video brings it all to life with an authentic, easygoing tone.
behind the scenes
