Case Study: Wisconsin Economic Development Corporation unifies its brand with Hoffman York

Wisconsin Economic Development Corporation builds a unified brand with Hoffman York after surveying 2,500+ consumers

The Wisconsin Economic Development Corporation (WEDC) faced the challenge of managing two separate branding platforms—one for in-state and one for out-of-state audiences—which lacked unity. Hoffman York was engaged for consumer insights and experience services to gather comprehensive feedback and create a single, cohesive brand identity for the state's primary economic development agency.

Hoffman York implemented a customized research approach, conducting a 360-degree review that included competitor analysis, extensive stakeholder interviews, and large-scale surveys of consumers, businesses, and partners. This work provided the cornerstone for a singular WEDC brand platform, successfully unifying the message for all stakeholders. The resulting research has been adopted for use by various agencies and partners across Wisconsin.

Wisconsin Economic Development Corporation (wedc)